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Gegenstand und Besonderheiten der Customer-Dominant Logic

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Customer-Dominant Logic

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Zusammenfassung

Bei der Customer-Dominant Logic handelt es sich um eine neue Marketinglogik, die eine stärkere und konsequente Kundenperspektive verfolgt und den Kunden in das Zentrum jeglicher Unternehmensaktivitäten stellt. In der Customer-Dominant Logic hat der Anbieter sich als Kundenpartner zu verstehen, dessen Geschäftserfolg auf der Identifikation der eigenen Rolle im Kunden-Ecosystem besteht. Der Anbieter hat durch passende Angebote einen Beitrag zur Erfüllung der Kundenziele zu leisten. Nach der Customer-Dominant Logic ist damit ein Perspektivenwechsel erforderlich, der nicht die Integration des Kunden beim Anbieter, sondern die Integration des Anbieters beim Kunden im Vordergrund stellt. Im Kapitel wird verdeutlicht, dass die Customer-Dominant Logic gegenüber der Service- und Goods-Dominant Logic hinsichtlich der Quelle der Wertschöpfung, der Akteure und Logiken der Wertschöpfung, der Merkmale der Wertschöpfung und des Ergebnisses der Wertschöpfung zu unterscheiden und abzugrenzen ist.

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Author information

Authors and Affiliations

  1. Marketing und Unternehmensführung, Wirtschaftswissenschaftliche Fakultät, Universität Basel, Basel, Schweiz

    Manfred Bruhn

  2. Lehrstuhl für Dienstleistungsmanagement, Fakultät Wirtschafts- und Sozialwissenschaften, Universität Hohenheim, Stuttgart, Deutschland

    Maxim Saleschus

  3. Lehrstuhl für Dienstleistungsmanagement, Fakultät Wirtschafts- und Sozialwissenschaften, Universität Hohenheim, Stuttgart, Deutschland

    Karsten Hadwich

Authors
  1. Manfred Bruhn
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  2. Maxim Saleschus
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  3. Karsten Hadwich
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Correspondence to Manfred Bruhn .

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© 2024 Der/die Autor(en), exklusiv lizenziert an Springer Fachmedien Wiesbaden GmbH, ein Teil von Springer Nature

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Bruhn, M., Saleschus, M., Hadwich, K. (2024). Gegenstand und Besonderheiten der Customer-Dominant Logic. In: Customer-Dominant Logic. Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-658-43326-0_1

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  • DOI: https://doi.org/10.1007/978-3-658-43326-0_1

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  • Publisher Name: Springer Gabler, Wiesbaden

  • Print ISBN: 978-3-658-43325-3

  • Online ISBN: 978-3-658-43326-0

  • eBook Packages: Business and Economics (German Language)

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