Core Elements of Customer-Dominant Logic

The customer-dominant logic is defined by the core elements of the provider’s customer-dominant logic, the customer’s logic, customer ecosystem, customer’s life spheres and life phases, customer value generation, and integration offers. The core elements show a holistic understanding of value creation relationships between the provider, customers, and actors in the customer ecosystem. The conception of the core elements allows a consideration of the customer-dominant logic with regard to individual as well as collective purchasing decisions on business-to-consumer and business-to-business markets. Crucial for the success of customer-dominant management is a holistic understanding of the customer, his individual logic, his ecosystem, his life spheres and life phases, as well as his value generation. This understanding is presented in the chapter and forms the basis for the systematic activities of customer-dominant management and the creation of integration offers for the customer.