From Customer-Dominant Logic to Customer-Dominant Management

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.