Balanced centricity (BC) is a concept that removes the customer from the central position in a network, thereby allowing other actors to engage in it more fully. Changing the central position of the customer or the role of the firm as the main decision-maker in a market represents a deinstitutionalization process that breaks with very institutionalized norms / institutions in most traditional markets. Nevertheless, new collaborative contexts like crowdfunding represents a growing formula in which the described deinstitutionalization process is taking place.
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