Gummesson, Evert; Kuusela, Hannu; Närvänen, Elina - In: Journal of Service Management 25 (2014) 2, pp. 228-240
Purpose – The purpose of this paper is to propose that the recasting of supplier and customer roles reconfigures the role of marketing. Design/methodology/approach – A conceptual paper that suggests the need to rethink the role of marketing in the strategic decision making of companies. The...