1. Subject and Characteristics of Customer-Dominant Logic

The customer-dominant logic is a new marketing logic that pursues a stronger and more consistent customer perspective and places the customer at the center of all corporate activities. In the customer-dominant lLogic, the provider must understand itself as a customer partner, whose business success is based on the identification of its own role in the customer ecosystem. The provider has to contribute to the fulfillment of customer goals through suitable offers. According to the customer-dominant logic, a change of perspective is therefore necessary, which does not focus on the integration of the customer at the provider, but on the integration of the provider at the customer. The chapter illustrates that the customer-Dominant Logic is to be distinguished and delimited from the service- and goods-dominant logic in terms of the source of value creation, the actors and logics of value creation, the characteristics of value creation, and the result of value creation.