Mapping Research on Customer Centricity and Sustainable Organizations

Sergio Pardo-Jaramillo, Andrés Muñoz-Villamizar, Ignacio Osuna and Rolando Roncancio
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Sergio Pardo-Jaramillo: Operations and Supply Chain Management Research Group, International School of Economic and Administrative Sciences, Universidad de La Sabana, Chía 250001, Cundinamarca, Colombia
Andrés Muñoz-Villamizar: Operations and Supply Chain Management Research Group, International School of Economic and Administrative Sciences, Universidad de La Sabana, Chía 250001, Cundinamarca, Colombia
Ignacio Osuna: INALDE Business School, Universidad de La Sabana, Chía 250001, Cundinamarca, Colombia
Rolando Roncancio: INALDE Business School, Universidad de La Sabana, Chía 250001, Cundinamarca, Colombia

Sustainability, 2020, vol. 12, issue 19, 1-18

Abstract: Firms are increasingly organized around the client. At the same time, there is customer pressure on green and sustainable organizations. The purpose of this paper is to map the current state of the research in the domain of customer-centric organizations from a sustainability perspective. We conducted a bibliometric analysis from published documents between 1990 and 31 July 2020. Key findings indicate that research on customer centricity and sustainability has increased in recent years, finding some trends and that the topic is structured into three clusters: (1) Sustainable Development, Customer-Centric Perspective, and Sales; (2) Sustainability and Commerce; and (3) Customer-Centricity and Sustainability Trends. The implementation of a bibliometric methodology and the focus given to the definition, the relationships, and the evolution of the three main clusters within the topic are the characteristics that differentiate our study from other publications or reviews in the field of research. In addition, all the documents that refer to practical cases were identified, and the main ones were analyzed, to provide highlights to practitioners who aim to deploy the customer centricity approach in their firms from a sustainable perspective and seeking that the corporate purpose is followed.

Keywords: sustainability; customer centric; business strategy; marketing; bibliometric analysis (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2020
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (3)

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