... where the interests of at least one actor in a network are not secured. Drawing on the “balanced centricity” perspective, the purpose of this paper is to explore the causes of imbalance in complex service networks. Design/methodology/approach Adopting a qualitative case-based approach, this paper...

... focus (supplier/customer) to multi-party networks and balanced centricity that take all market actors into account. The concept of many-to-many marketing puts the emphasis on networks. Suppliers form networks but consumers too are members of networks of families, friends and other suppliers (Gummesson...