Abstract
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.
This is a preview of subscription content, log in via an institution to check access.
Similar content being viewed by others
References
Gummesson, E. (2006). Many-to-many marketing as grand theory: A nordic school contribution. In R. F. Lusch & S. L. Vargo (Eds.), The service-dominant logic of marketing: Dialog, debate, and directions armonk (pp. 339–353). New York: M.E. Sharpe.
Gummesson, E. (2007). Exit services marketing—enter service marketing. The Journal of Customer Behaviour, 6(2), 113–141.
Porter, M. E. (1985). Competitive advantage. New York: Free.
Shah, D., Rust, R. T., Parasuraman, A., Staelin, R., & Day, G. S. (2006). The Path to Customer Centricity. Journal of Service Research, 9(2), 113–124.
Vargo, S. L., & Lusch, R. F. (2004). Evolving to a new dominant logic for marketing. Journal of Marketing, 68, 1–21, (January).
Womack, J. P., & Jones, D. T. (2005). Lean solutions. London: Simon & Schuster.
Author information
Authors and Affiliations
Corresponding author
Rights and permissions
About this article
Cite this article
Gummesson, E. Extending the service-dominant logic: from customer centricity to balanced centricity. J. of the Acad. Mark. Sci. 36, 15–17 (2008). https://doi.org/10.1007/s11747-007-0065-x
Received:
Accepted:
Published:
Issue Date:
DOI: https://doi.org/10.1007/s11747-007-0065-x