The concept of the "Big Middle"

By Michael Levy, Dhruv Grewal, R. Peterson, Bob Connolly. 2005

116 citations recorded by the source corpus.

Subfields: Marketing

View Paper: https://www.semanticscholar.org/paper/47eedfb07519995334156b66aef321799dfec554

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In Marketing

1. Stephen Louis Vargo
2. Robert F. Lusch
3. Melissa Archpru Akaka
4. James R. Lewis
5. Kaj Storbacka
6. Helena Alves
7. Linda D. Hollebeek
8. R. Rather

Citations in the corpus

• Competing through service: Insights from service-dominant logic (2007, background): “, The Wheel of Retailng, McNair 1958; Hollander 1960, and The Big Middle, onnolly 2004; Levy et al. 2005) provide a good lens to view his evolutionary phenomenon. Hollander’s (1960) descriptive notion of a wheel of retailng alludes to such trade-offs as retailers changing their core ffering from the”