Dialectic critical realism in business marketing: dialectic customer portfolio management

Purpose -This study aims to contribute to the field of customer portfolio management by proposing a novel approach rooted in dialectic critical realism (DCR). DCR, as an ontological theory, enables a fundamental reimagining of customer portfolio management as a dialectic process. The conceptualized dialectic portfolio management is motivated by the concept of absence, akin to Hegelian antithesis, which highlights limitations, problems and tensions in portfolio management. In essence, absence serves as a diagnostic tool that directs portfolio actions towards resolving problems by pursuing a more comprehensive totality, similar to the Hegelian notion of synthesis.Design/methodology/approach- This conceptual paper theorizes DCR in business marketing and customer portfolio management.Findings DCR conceptualizes customer portfolios as relational structures characterized by omissions and tensions. These issues are addressed through a dialectic synthesis aimed at achieving a more comprehensive totality. Consequently, DCR guides portfolio management to continually re-think the connections and distinctions that define a portfolio within its network context. This dialectic process is facilitated by a novel vocabulary that enhances the understanding of network and portfolio relations, incorporating concepts such as intrapermeations, existential constitutions, intra-connections and intensive and extensive portfolio practices.Originality/value -This study aims to foster a fresh and process-oriented perspective on portfolio management, drawing inspiration from the growing demand for enriched dialectic theorizing within the realm of business marketing. The adoption of a dialectic process orientation based on DCR revolutionizes the comprehension of portfolio management by fundamentally reimagining the underlying ontological assumptions that underpin the existing body of literature on customer portfolios. Moreover, DCR asserts that ethical considerations are inextricably linked to human experiences and associated practices, emphasizing ethics as an integral component of customer portfolio management.

Automated summary

This study proposes a novel approach to customer portfolio management rooted in dialectic critical realism. It conceptualizes customer portfolios as relational structures characterized by omissions and tensions, and addresses these issues through dialectic synthesis. The study emphasizes the importance of ethical considerations in customer portfolio management.