Skip to main content
Disciplines
Automotive Business IT + Informatics Construction + Real Estate Electrical Engineering + Electronics Energy + Sustainability Insurance + Risk Finance + Banking Management + Leadership Marketing + Sales Mechanical Engineering + Materials
DE
EN
Books
Journals
Events
Topic Page
Marketing
Log in
Learn more about individual access
Request company access
Electric Powertrains and Energy Systems 2025 | 26 + 27 March 2025

19th International MTZ Congress on Future Powertrains

Take this opportunity to attend the conference. Experts from the automotive industry, energy providers, and grid operators will meet up with representatives from politics and science to discuss important topics for this sector.
EXTENDED SEARCH
Log in
Top
Published in:
Read chapter Read first chapter

2024 | OriginalPaper | Chapter

2. From Customer-Dominant Logic to Customer-Dominant Management

Authors : Manfred Bruhn, Maxim Saleschus, Karsten Hadwich

Published in: Customer-Dominant Logic

Publisher: Springer Fachmedien Wiesbaden

Log in

Activate our intelligent search to find suitable subject content or patents.

search-config
loading …

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.

Dont have a licence yet? Then find out more about our products and how to get one now:

Springer Professional "Wirtschaft+Technik"

Online-Abonnement

Mit Springer Professional "Wirtschaft+Technik" erhalten Sie Zugriff auf:

  • über 102.000 Bücher
  • über 537 Zeitschriften

aus folgenden Fachgebieten:

  • Automobil + Motoren
  • Bauwesen + Immobilien
  • Business IT + Informatik
  • Elektrotechnik + Elektronik
  • Energie + Nachhaltigkeit
  • Finance + Banking
  • Management + Führung
  • Marketing + Vertrieb
  • Maschinenbau + Werkstoffe
  • Versicherung + Risiko

Jetzt Wissensvorsprung sichern!

inform now

Springer Professional "Wirtschaft"

Online-Abonnement

Mit Springer Professional "Wirtschaft" erhalten Sie Zugriff auf:

  • über 67.000 Bücher
  • über 340 Zeitschriften

aus folgenden Fachgebieten:

  • Bauwesen + Immobilien
  • Business IT + Informatik
  • Finance + Banking
  • Management + Führung
  • Marketing + Vertrieb
  • Versicherung + Risiko




Jetzt Wissensvorsprung sichern!

inform now
previous chapter Subject and Characteristics of Customer-Dominant Logic
next chapter Theoretical Foundation of Customer-Dominant Logic
Literature
Aguinis, H., Werner, S., Lanza Abbott, J., Angert, C., Park, J. H., & Kohlhausen, D. (2010). Customer-centric science. Reporting significant research results with rigor, relevance, and practical impact in mind. Organizational Research Methods, 13(3), 515–539.
Alam, I., & Perry, C. (2002). A customer-oriented new service development process. Journal of Services Marketing, 16(6), 515–534.CrossRef
Albert, T. C., Goes, P. B., & Gupta, A. (2004). GIST. A model for design and management of content and interactivity of customer-centric web sites. MIS Quarterly, 28(2), 161–182.
Babakus, E., Yavas, U., & Ashill, N. J. (2009). The role of customer orientation as a moderator of the job demand–burnout–performance relationship. A surface-level trait perspective. Journal of Retailing, 85(4), 480–492.
Bettencourt, L. A., & Brown, S. W. (2003). Role stressors and customer-oriented boundary-spanning behaviors in service organizations. Journal of the Academy of Marketing Science, 31(4), 394–408.CrossRef
Bettencourt, L. A., Brown, S. W., & MacKenzie, S. B. (2005). Customer-oriented boundary-spanning behaviors. Test of a social exchange model of antecedents. Journal of Retailing, 81(2), 141–157.
Bettencourt, L. A., & Ulwick, A. W. (2008). The customer-centered innovation map. Harvard Business Review, 86, 109–114.
Blocker, C. P., Flint, D. J., Myers, M. B., & Slater, S. F. (2011). Proactive customer orientation and its role for creating customer value in global markets. Journal of the Academy of Marketing Science, 39(2), 216–233.CrossRef
Bogers, M., Hadar, R., & Bilberg, A. (2016). Additive manufacturing for consumer-centric business models. Implications for supply chains in consumer goods manufacturing. Technological Forecasting and Social Change, 102, 225–239.CrossRef
Bolton, M. (2004). Customer centric business processing. International Journal of Productivity and Performance Management, 53(1), 44–51. 10.​1108/​1741040041050995​0.CrossRef
Brady, M. K., & Cronin Jr, J. J. (2001). Customer orientation. Effects on customer service perceptions and outcome behaviors. Journal of Service Research, 3(3), 241–251.
Brown, T. J., Mowen, J. C., Donovan, D. T., & Licata, J. W. (2002). The customer orientation of service workers personality trait effects on self- and supervisor performance ratings. Journal of Marketing Research, 39(1), 110–119.CrossRef
Bruhn, M. (2009). Das Konzept der kundenorientierten Unternehmensführung. In H. H. Hinterhuber, & K. Matzler (Hrsg.), Kundenorientierte Unternehmensführung. Kundenorientierung – Kundenzufriedenheit – Kundenbindung (6. Aufl., pp. 33–68). Gabler.
Bruhn, M. (2022). Relationship Marketing. Das Management von Kundenbeziehungen, Kundenbeziehungen (6. Aufl.). Vahlen.
Bruhn, M., Hadwich, K., & Saleschus, M. (2023). Kundenorientierung, Kundenzentrierung und Customer-Dominant Logic: Welche Beiträge leisten die Konzepte für die kundenorientierte Unternehmensführung? In M. Kleinaltenkamp, L. Gabriel, J. Morgen, & M. Nguyen (Hrsg.), Marketing und Innovation in disruptiven Zeiten (pp. 109–145). Springer.
Bruhn, M., & Schnebelen, S. (2017). Integrated marketing communication. From an instrumental to a customer-centric perspective. European Journal of Marketing, 51(3), 464–489.
Burmann, C., Meurer, J., & Kanitz, C. (2011). Customer centricity as a key to success for pharma. Journal of Medical Marketing, 11(1), 49–59.
Chavez, R., Yu, W., Feng, M., & Wiengarten, F. (2016). The effect of customer-centric green supply chain management on operational performance and customer satisfaction. Business Strategy and the Environment, 25(3), 205–220.CrossRef
Cheng, H. K., & Dogan, K. (2008). Customer-centric marketing with internet coupons. Decision Support Systems, 44(3), 606–620.CrossRef
Cheung, M. F. Y., & To, W. M. (2016). A customer-dominant logic on service recovery and customer satisfaction. Management Decision, 54(10), 2524–2543.CrossRef
Conduit, J., & Mavondo, F. T. (2001). How critical is internal customer orientation to market orientation? Journal of Business Research, 51(1), 11–24.CrossRef
Crecelius, A. T., Lawrence, J. M., Lee, J. Y., Lam, S. K., & Scheer, L. K. (2019). Effects of channel members’ customer-centric structures on supplier performance. Journal of the Academy of Marketing Science, 47(1), 56–75.CrossRef
Cross, R. G., & Dixit, A. (2005). Customer-centric pricing. The surprising secret for profitability. Business Horizons, 48(6), 483–491.
Donavan, D. T., Brown, T. J., & Mowen, J. C. (2004). Internal benefits of service-worker customer orientation. job satisfaction, commitment, and organizational citizenship behaviors. Journal of Marketing, 68(1), 128–146.
Frank, L., Poll, R., Röglinger, M., & Rupprecht, L. (2020). Design heuristics for customer-centric business processes. Business Process Management Journal, 26(6), 1283–1305.CrossRef
Franke, G. R., & Park, J. E. (2006). Salesperson adaptive selling behavior and customer orientation a meta-analysis. Journal of Marketing Research, 43(4), 693–702.CrossRef
Frankenberger, K., Weiblen, T., & Gassmann, O. (2013). Network configuration, customer centricity, and performance of open business models. A solution provider perspective. Industrial Marketing Management, 42(5), 671–682.
Govindarajan, V., Kopalle, P. K., & Danneels, E. (2011). The effects of mainstream and emerging customer orientations on radical and disruptive innovations. Journal of Product Innovation Management, 28(S1), 121–132.CrossRef
Grissemann, U., Plank, A., & Brunner-Sperdin, A. (2013). Enhancing business performance of hotels. The role of innovation and customer orientation. International Journal of Hospitality Management, 33, 347–356.CrossRef
Gummesson, E. (2008a). Customer centricity. Reality or a wild goose chase? European Business Review, 20(4), 315–330.
Gummesson, E. (2008b). Extending the service-dominant logic. From customer centricity to balanced centricity. Journal of the Academy of Marketing Science, 36(1), 15–17.
Habel, J., Kassemeier, R., Alavi, S., Haaf, P., Schmitz, C., & Wieseke, J. (2020). When do customers perceive customer centricity? The role of a firm’s and salespeople’s customer orientation. Journal of Personal Selling & Sales Management, 40(1), 25–42.CrossRef
Hartline, M. D., Maxham, J. G., III., & McKee, D. O. (2000). Corridors of influence in the dissemination of customer-oriented strategy to customer contact service employees. Journal of Marketing, 64(2), 35–50.CrossRef
Heinonen, K., Strandvik, T., Mickelsson, K. J., Edvardsson, B., Sundström, E., & Andersson, P. (2010). A customer-dominant logic of service. Journal of Service Management, 21(4), 531–548.CrossRef
Heinonen, K., & Strandvik, T. (2015). Customer-dominant logic. Foundations and implications. Journal of Service Marketing, 29(6/7), 472–484.
Homburg, C., Müller, M., & Klarmann, M. (2011). When should the customer really be king? On the optimum level of salesperson customer orientation in sales encounters. Journal of Marketing, 75(2), 55–74.CrossRef
Jones, E., Busch, P., & Dacin, P. (2003). Firm market orientation and salesperson customer orientation. Interpersonal and intrapersonal influences on customer service and retention in business-to-business buyer-seller relationships. Journal of Business Research, 56(4), 323–340.
Kandampully, J. (2006). The new customer-centred business model for the hospitality industry. International Journal of Contemporary Hospitality Management, 18(3), 173–187.CrossRef
Kim, M., Park, J. E., Dubinsky, A. J., & Chaiy, S. (2012). Frequency of CRM implementation activities. A customer‐centric view. Journal of Services Marketing, 26(2), 83–93.
Komulainen, H., & Saraniemi, S. (2019). Customer centricity in mobile banking. A customer experience perspective. International Journal of Bank Marketing, 37(5), 1082–1102.
Korschun, D., Bhattacharya, C. B., & Swain, S. D. (2014). Corporate social responsibility, customer orientation, and the job performance of frontline employees. Journal of Marketing, 78(3), 20–37.CrossRef
Kuei, C. H., & Madu, C. N. (2003). Customer-centric six sigma quality and reliability management. International Journal of Quality & Reliability Management, 20(8), 954–964.CrossRef
Lamberti, L. (2013). Customer centricity. The construct and the operational antecedents. Journal of Strategic Marketing, 21(7), 588–612.
Lee, C. K., Song, H. J., Lee, H. M., Lee, S., & Bernhard, B. J. (2013). The impact of CSR on casino employees’ organizational trust, job satisfaction, and customer orientation. An empirical examination of responsible gambling strategies. International Journal of Hospitality Management, 33, 406–415.CrossRef
Lee, Y. K., Nam, J. H., Park, D.-H., & Lee, K. A. (2006). What factors influence customer-oriented prosocial behavior of customer-contact employees? Journal of Services Marketing, 20(4), 251–264.CrossRef
Lee, J. Y., Sridhar, S., Henderson, C. M., & Palmatier, R. W. (2015). Effect of customer-centric structure on long-term financial performance. Marketing Science, 34(2), 250–268.CrossRef
Liaw, Y. J., Chi, N. W., & Chuang, A. (2010). Examining the mechanisms linking transformational leadership, employee customer orientation, and service performance. The mediating roles of perceived supervisor and coworker support. Journal of Business and Psychology, 25(3), 477–492.
Liu, S. S., Luo, X., & Shi, Y. Z. (2002). Integrating customer orientation, corporate entrepreneurship, and learning orientation in organizations-in-transition. An empirical study. International Journal of Research in Marketing, 19(4), 367–382.
Macintosh, G. (2007). Customer orientation, relationship quality, and relational benefits to the firm. Journal of Services Marketing, 21(3), 150–159.CrossRef
Malone, S., McKechnie, S., & Tynan, C. (2018). Tourists’ emotions as a resource for customer value creation, cocreation, and destruction. A customer-grounded understanding. Journal of Travel Research, 57(7), 843–855.
Martin, C. A., & Bush, A. J. (2006). Psychological climate, empowerment, leadership style, and customer-oriented selling. An analysis of the sales manager-salesperson dyad. Journal of the Academy of Marketing Science, 34(3), 419–438.
Niininen, O., Buhalis, D., & March, R. (2007). Customer empowerment in tourism through consumer centric marketing (CCM). Qualitative Market Research: An International Journal, 10(3), 265–281.CrossRef
Peccei, R., & Rosenthal, P. (2001). Delivering customer‐oriented behaviour through empowerment. An empirical test of HRM assumptions. Journal of Management Studies, 38(6), 831–857.
Pinho, J. C. (2008). TQM and performance in small medium enterprises. The mediating effect of customer orientation and innovation. International Journal of Quality & Reliability Management, 25(3), 256–275.
Poddar, A., Donthu, N., & Wei, Y. (2009). Web site customer orientations, web site quality, and purchase intentions. The role of web site personality. Journal of Business Research, 62(4), 441–450.
Podsakoff, P. M., MacKenzie, S. B., & Podsakoff, N. P. (2016). Recommendations for creating better concept definitions in the organizational, behavioral, and social sciences. Organizational Research Methods, 19(2), 159–203.CrossRef
Rapp, A., Trainor, K. J., & Agnihotri, R. (2010). Performance implications of customer-linking capabilities. Examining the complementary role of customer orientation and CRM technology. Journal of Business Research, 63(11), 1229–1236.
Rashid, M., Abdeljawad, I., Ngalim, S. M., & Hassan, M. K. (2013). Customer‐centric corporate social responsibility. A framework for islamic banks on ethical efficiency. Management Research Review, 36(4), 359–378.
Rindfleisch, A., & Moorman, C. (2003). Interfirm cooperation and customer orientation. Journal of Marketing Research, 40(4), 421–436.CrossRef
Ross, B. (2009). Ten tips to winning at consumer centricity. For retailers and manufacturers. Journal of Consumer Marketing, 26(6), 450–454.
Saxe, R., & Weitz, B. A. (1982). The SOCO scale. A measure of the customer orientation of salespeople. Journal of Marketing Research, 19(3), 343–351.
Sheth, J. N., Sethia, N. K., & Srinivas, S. (2011). Mindful consumption. A customer-centric approach to sustainability. Journal of the Academy of Marketing Science, 39(1), 21–39.
Sheth, J. N., Sisodia, R. S., & Sharma, A. (2000). The antecedents and consequences of customer-centric marketing. Journal of the Academy of Marketing Science, 28(1), 55–66.CrossRef
Stefanou, C. J., Sarmaniotis, C., & Stafyla, A. (2003). CRM and customer‐centric knowledge management. An empirical research. Business Process Management Journal, 9(5), 617–634.
Stock, R. M., & Hoyer, W. D. (2005). An attitude-behavior model of salespeople’s customer orientation. Journal of the Academy of Marketing Science, 33(4), 536–552.CrossRef
Tajeddini, K. (2010). Effect of customer orientation and entrepreneurial orientation on innovativeness. Evidence from the hotel industry in Switzerland. Tourism Management, 31(2), 221–231.
Tax, S. S., McCutcheon, D., & Wilkinson, I. F. (2013). The service delivery network (SDN). A customer-centric perspective of the customer journey. Journal of Service Research, 16(4), 454–470.
Thomas, R. W., Soutar, G. N., & Ryan, M. M. (2001). The selling orientation-customer orientation (S.O.C.O.) scale. A proposed short form. Journal of Personal Selling & Sales Management, 21(1), 63–69.
Wagner, C., & Majchrzak, A. (2006). Enabling customer-centricity using wikis and the wiki way. Journal of Management Information Systems, 23(3), 17–43.CrossRef
Metadata
Title
From Customer-Dominant Logic to Customer-Dominant Management
Authors
Manfred Bruhn
Maxim Saleschus
Karsten Hadwich
Copyright Year
2024
Book
Customer-Dominant Logic

Print ISBN: 978-3-658-45351-0

Electronic ISBN: 978-3-658-45352-7

Copyright Year: 2024

DOI
https://doi.org/10.1007/978-3-658-45352-7_2