Reinventing marketing strategy by recasting supplier/customer roles

Journal of Service Management

Volumn 25, Issue 2, 2014, Pages 228-240

  Gummesson, Evert ^a   Kuusela, Hannu ^b   Närvänen, Elina ^b  

^a STOCKHOLM UNIVERSITY   (Sweden)

^b TAMPERE UNIVERSITY OF TECHNOLOGY   (Finland)

Author keywords

Balanced centricity; Complexity; Consumer supplier roles; Pragmatism; Theory generation

Indexed keywords

EID: 84897058858     PISSN: 17575818     EISSN: None     Source Type: Journal    
DOI: 10.1108/JOSM-01-2014-0031     Document Type: Article

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