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


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.

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Correspondence to Evert Gummesson.

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Gummesson, E. Extending the service-dominant logic: from customer centricity to balanced centricity. J. of the Acad. Mark. Sci. 36, 15–17 (2008).

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