Extending the service-dominant logic: from customer centricity to balanced centricity

Conceptual/Theoretical Paper


This is a contribution to the reorientation of marketing. It aligns the service-dominant logic with other developments in marketing and management. It claims that the marketing concept and customer-centricity are too limited as a foundation for marketing and have not—and cannot—but partially be implemented in practice. It urges marketing scholars and educators to accept the complexity of marketing and develop and teach a network-based stakeholder approach—balanced centricity—epitomized by the concept of many-to-many marketing.


Service-dominant logic Customer centricity Balanced centricity Many-to-many marketing Network theory Lean solution 


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Copyright information

© Academy of Marketing Science 2007

Authors and Affiliations

  1. 1.Stockholm University School of BusinessStockholmSweden

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