A Customer Dominant Logic (CDL): Features of Involving Suppliers in Customer Ecosystems in E-Commerce

Abstract

With the active development of the digital economy and the emergence of new marketing approaches, determining the features of attracting suppliers to consumer ecosystems based on customer dominance logic (CDL) is the starting point for using this logic in e-commerce and relevant research and theoretical and practical research. The purpose of this paper is to determine the features of the involvement of suppliers in the ecosystem of customers in e-commerce based on CDL. The theoretical and methodological basis of the study are modern scientific concepts, theoretical developments of leading domestic and foreign scientists on their nature, capabilities and features of their use in e-commerce. The method of theoretical generalization, abstract-logical analysis, graphic method are used. The study allowed us to draw the following conclusions. First, when auditing content and promoting products on social networks, companies are encouraged to use indicators that characterize the thoughts, emotions, experiences of customers, and possible models of relationships. Assessing these indicators will give the company an idea of how, where and when the customer orders the product, what he wants and who he is, and become more likely to become part of his ecosystem. This article justifies the separation of two groups of indicators of content auditing and promotion  specific and general, which will give companies that use GDL, SL and SDL to focus on more important indicators for them. Secondly, the article proposes the involvement of suppliers based on the assessment of business customers using the methodology of auditing the activities of major competitors in social networks, which will greatly simplify the company's entry into customer ecosystems.