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2024 | OriginalPaper | Buchkapitel

2. Von der Customer-Dominant Logic zum Kundendominanten Management

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 begründet ein innovatives Konzept der kundenorientierten Unternehmensführung – das sogenannte Kundendominante Management. Dieses ist als Managementprozess der Analyse, Planung, Durchführung und Kontrolle zu verstehen. Es ist für alle Typen von Unternehmen und Branchen ein valider Ansatz, um eine konsequente Ausrichtung auf den Kunden vorzunehmen. Das Kundendominante Management zielt darauf ab, ein tiefes Verständnis für die Kundenlogik zu entwickeln – mit dem Ziel, durch den anbieterseitig initiierten Aufbau einer Partnerschaft im Ecosystem des Kunden mit wertstiftenden Angeboten zur Anbieterintegration einen Beitrag zur Realisierung der Ziele des Kunden und des Unternehmens zu leisten. Im Kapitel werden die kundendominante Entscheidungsorientierung, das Durchdringen der Kundenlogik, das Denken im Kunden-Ecosystem und die Präsenzgenerierung als zentrale Merkmale und als übergreifende Leitprinzipien einer kundendominanten Unternehmensführung erläutert.

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Vorheriges Kapitel Gegenstand und Besonderheiten der Customer-Dominant Logic

Nächstes Kapitel Theoretische Fundierung der Customer-Dominant Logic

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Titel: Von der Customer-Dominant Logic zum Kundendominanten Management
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_2