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From Customer-Dominant Logic to Customer-Dominant Management

In: Customer-Dominant Logic

Author

Listed:
  • Manfred Bruhn

    (University of Basel)

  • Maxim Saleschus

    (University of Hohenheim)

  • Karsten Hadwich

    (University of Hohenheim)

Abstract

The customer-dominant logic establishes an innovative concept of customer-oriented business management—the so-called customer-dominant management. This is understood as a management process of analysis, planning, implementation, and control. It is a valid approach for all types of companies and industries to consistently focus on the customer. Customer-dominant management aims to develop a deep understanding of customer logic—with the goal of contributing to the realization of the customer’s and the company’s objectives through the provider-initiated establishment of a partnership in the customer’s ecosystem with value-creating offers for provider integration. The chapter explains the customer-dominant decision orientation, the penetration of customer logic, thinking in the customer ecosystem, and presence generation as central characteristics and overarching guiding principles of a customer-dominant business management.

Suggested Citation

  • Manfred Bruhn & Maxim Saleschus & Karsten Hadwich, 2024. "From Customer-Dominant Logic to Customer-Dominant Management," Springer Books, in: Customer-Dominant Logic, chapter 0, pages 19-50, Springer.
  • Handle: RePEc:spr:sprchp:978-3-658-45352-7_2
    DOI: 10.1007/978-3-658-45352-7_2
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