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

Abstract

Issue Title: Special Issue: Service-Dominant Logic: Continuing the Dialog. Guest Editors: Robert F. Lusch and Stephen L. Vargo

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.[PUBLICATION ABSTRACT]