Development Trends of Customer-Dominant Logic

Manfred Bruhn (), Maxim Saleschus () and Karsten Hadwich ()
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Manfred Bruhn: Faculty of Business and Economics, Marketing and Corporate Management
Maxim Saleschus: University of Hohenheim
Karsten Hadwich: Universität Hohenheim, Lehrstuhl für

Chapter Chapter 11 in Customer-Dominant Logic, 2024, pp 401-408 from Springer

Abstract: Abstract Due to its recent history, the customer-dominant logic still has to establish itself further in practice. At present, a very scientific and conceptual orientation of the customer-dominant logic dominates. For a consistent initiation of customer-dominant management, numerous challenges will have to be overcome in the future, resulting from conceptual, analysis and control-related, strategy-related, and implementation-related problem areas (e.g., discrepancy between the customer logic perceived by the provider and the provider’s orientation towards the customer logic). In connection with science, there are also methodological and empirical problem layers for the customer-dominant logic, from which challenges arise (e.g., provision of methods for analyzing the customer, his logic, and his ecosystem). The challenges are addressed in this chapter.

Date: 2024
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DOI: 10.1007/978-3-658-45352-7_11

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