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Marktforschung in der Customer-Dominant Logic

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Customer-Dominant Logic

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Zusammenfassung

Die kundendominante Marktforschung ist die systematische und kontinuierliche Erforschung, Aufbereitung und Interpretation relevanter Informationen über den individuellen Kunden, seine Logik, Ecosystem, Lebenssphäre und Lebensphase, um strategische und operative Marketingentscheidungen zur Anbieterintegration zu fundieren. Die kundendominante Marktforschung folgt dem Grundverständnis eines ethnographischen Forschungsansatzes und ist damit durch eine qualitative Ausrichtung und Kombination von Beobachtungs- und Befragungsformen charakterisiert. Das Kapitel erläutert die Anwendung eines multimethodischen Ansatzes, um (un-)strukturierte Daten zu gewinnen und den Forschungsprozess evolutionär zu gestalten, indem in Abhängigkeit des erzielten Erkenntnisgewinns über die Kundenlogik, das Kunden-Ecosystem sowie die Lebenssphäre und Lebensphase des Kunden eine stufenweise und flexible Kombination von Daten und Forschungsmethoden erfolgt.

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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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Correspondence to Manfred Bruhn .

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Bruhn, M., Saleschus, M., Hadwich, K. (2024). Marktforschung in der Customer-Dominant Logic. In: Customer-Dominant Logic. Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-658-43326-0_6

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