Get 20M+ Full-Text Papers For Less Than $1.50/day. Start a 14-Day Trial for You or Your Team.

Learn More →

Customer centricity: reality or a wild goose chase?

Customer centricity: reality or a wild goose chase? Purpose – With Sweden and Europe and the present and the future as vantage points, the purpose of this paper is to challenge the viability of customer centricity (or customer orientation) and its axiom, the marketing concept, as the basis for marketing and profitability. Design/methodology/approach – The paper is part of a project in Sweden to stimulate a dialogue on the importance and role of marketing. As such the paper draws on the author's experience as professor, practicing marketer, consumer and citizen and expresses a personal and unorthodox synthesis of ongoing developments in marketing. Findings – Although customer orientation has been on the agenda for at least half a century it is not whole‐heartedly implemented. The reason may be that it is unrealistic as a general guideline for marketing. First, a single stakeholder can only in special instances be treated as the nucleus of marketing and business; a tradeoff between several stakeholders – “balanced centricity” – stands out as more realistic. Second, the gullibility of human nature and the customer's limited knowledge and time open up for the deployment of diverse tricks in marketing practice. The current evolution of marketing theory and the advent of better methodology to handle complexity could be a step forward once the marketing discipline embraces it fully. Gaps between what marketing textbooks prescribe and the real world confronting marketers need to be narrowed. Practical implications – Just focusing on the customer and customer satisfaction is not possible in practice; businesses have to balance the interests of many stakeholders, thus balanced centricity. Originality/value – Customer centricity is hardly ever challenged in the research literature and textbooks and its strategic value is often not understood and accepted in practice. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png European Business Review Emerald Publishing

Customer centricity: reality or a wild goose chase?

European Business Review , Volume 20 (4): 16 – Jun 27, 2008

Loading next page...
 
/lp/emerald-publishing/customer-centricity-reality-or-a-wild-goose-chase-0ztpR9aHl1

References (20)

Publisher
Emerald Publishing
Copyright
Copyright © 2008 Emerald Group Publishing Limited. All rights reserved.
ISSN
0955-534X
DOI
10.1108/09555340810886594
Publisher site
See Article on Publisher Site

Abstract

Purpose – With Sweden and Europe and the present and the future as vantage points, the purpose of this paper is to challenge the viability of customer centricity (or customer orientation) and its axiom, the marketing concept, as the basis for marketing and profitability. Design/methodology/approach – The paper is part of a project in Sweden to stimulate a dialogue on the importance and role of marketing. As such the paper draws on the author's experience as professor, practicing marketer, consumer and citizen and expresses a personal and unorthodox synthesis of ongoing developments in marketing. Findings – Although customer orientation has been on the agenda for at least half a century it is not whole‐heartedly implemented. The reason may be that it is unrealistic as a general guideline for marketing. First, a single stakeholder can only in special instances be treated as the nucleus of marketing and business; a tradeoff between several stakeholders – “balanced centricity” – stands out as more realistic. Second, the gullibility of human nature and the customer's limited knowledge and time open up for the deployment of diverse tricks in marketing practice. The current evolution of marketing theory and the advent of better methodology to handle complexity could be a step forward once the marketing discipline embraces it fully. Gaps between what marketing textbooks prescribe and the real world confronting marketers need to be narrowed. Practical implications – Just focusing on the customer and customer satisfaction is not possible in practice; businesses have to balance the interests of many stakeholders, thus balanced centricity. Originality/value – Customer centricity is hardly ever challenged in the research literature and textbooks and its strategic value is often not understood and accepted in practice.

Journal

European Business ReviewEmerald Publishing

Published: Jun 27, 2008

Keywords: Customer orientation; Marketing strategy; Networking; Service levels

There are no references for this article.