Customer-Dominant Logic

Customer-Dominant Logic (C-D Logic) is a way of understanding how businesses and customers interact. It emphasizes that customers play an active role in creating value, rather than just receiving it from companies. In C-D Logic, the focus is on the customer's perspective, experiences, and relationships, recognizing that they combine resources, skills, and knowledge to co-create products, services, and solutions that truly meet their needs. This approach shifts the traditional view from companies pushing products to customers, to a partnership where customers are central to shaping the value they gain.