Literature Service: Academic Contributions to Corporate Management from the Customer Perspective

The relevance of the scientific discussion on customer-dominant logic is undisputed. It forms the basis for understanding customer-dominant logic and distinguishing it from marketing logics (goods-dominant logic, service-dominant logic) and marketing concepts (customer orientation, customer centricity). Therefore, this chapter provides an overview of selected literature on customer-dominant logic and the marketing concepts of customer orientation and customer centricity. Based on two literature analyses, a detailed description of the scientific discussion is given, and tips are formulated to identify further relevant literature on these topics.