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Von der Customer-Dominant Logic zum Kundendominanten Management

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Customer-Dominant Logic

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Zusammenfassung

Die Customer-Dominant Logic begründet ein innovatives Konzept der kundenorientierten Unternehmensführung – das sogenannte Kundendominante Management. Dieses ist als Managementprozess der Analyse, Planung, Durchführung und Kontrolle zu verstehen. Es ist für alle Typen von Unternehmen und Branchen ein valider Ansatz, um eine konsequente Ausrichtung auf den Kunden vorzunehmen. Das Kundendominante Management zielt darauf ab, ein tiefes Verständnis für die Kundenlogik zu entwickeln – mit dem Ziel, durch den anbieterseitig initiierten Aufbau einer Partnerschaft im Ecosystem des Kunden mit wertstiftenden Angeboten zur Anbieterintegration einen Beitrag zur Realisierung der Ziele des Kunden und des Unternehmens zu leisten. Im Kapitel werden die kundendominante Entscheidungsorientierung, das Durchdringen der Kundenlogik, das Denken im Kunden-Ecosystem und die Präsenzgenerierung als zentrale Merkmale und als übergreifende Leitprinzipien einer kundendominanten Unternehmensführung erläutert.

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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 & Karsten Hadwich

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  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). Von der Customer-Dominant Logic zum Kundendominanten Management. In: Customer-Dominant Logic. Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-658-43326-0_2

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  • DOI: https://doi.org/10.1007/978-3-658-43326-0_2

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