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2024 | OriginalPaper | Buchkapitel

4. Kernelemente der Customer-Dominant Logic

verfasst von : Manfred Bruhn, Maxim Saleschus, Karsten Hadwich

Erschienen in: Customer-Dominant Logic

Verlag: Springer Fachmedien Wiesbaden

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Zusammenfassung

Die Customer-Dominant Logic ist durch die Kernelemente Kundendominante Logik des Anbieters, Logik des Kunden, Kunden-Ecosystem, Lebenssphären und Lebensphasen des Kunden, Wertgenerierung des Kunden und Integrationsangebote definiert. Die Kernelemente zeigen ein ganzheitliches Verständnis für Wertschöpfungsbeziehungen zwischen Anbieter, Kunden und Akteuren im Kunden-Ecosystem. Durch die Konzeption der Kernelemente wird eine Betrachtung der Customer-Dominant Logic im Hinblick auf individuelle sowie kollektive Kaufentscheidungen auf Business-to-Consumer- und Business-to-Business-Märkten ermöglicht. Entscheidend für den Erfolg des Kundendominanten Managements ist ein ganzheitliches Verständnis für den Kunden, seine individuelle Logik, sein Ecosystem, seine Lebenssphären und Lebensphasen sowie seine Wertgenerierung. Dieses Verständnis wird im Kapitel dargestellt und stellt die Grundlage für die systematischen Aktivitäten des Kundendominanten Managements und die Schaffung von Integrationsangeboten für den Kunden dar.

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Nächstes Kapitel Customer-Dominant Logic als Managementansatz

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Titel: Kernelemente der Customer-Dominant Logic
verfasst von: Manfred Bruhn
Maxim Saleschus
Karsten Hadwich
Verlag: Springer Fachmedien Wiesbaden
Buch: Customer-Dominant Logic
Print ISBN: 978-3-658-43325-3

Electronic ISBN: 978-3-658-43326-0

Copyright-Jahr: 2024
DOI: https://doi.org/10.1007/978-3-658-43326-0_4