Scholars have examined the role of customer preferences, and demand-side characteristics more generally, in varied core strategy areas like market entry and timing, diversification, positioning, resource reallocation, and firm adaptation, among many others. We review this diverse demand-side literature and develop an empirical classification that identifies five archetypical customer value-creation logics seen in the literature to date. To apply each of these logics, a firm must look downstream with the intent of matching, leveraging, adapting, learning, or shaping customer preferences or market characteristics to create value for customers. For each value-creation logic, we detail the logic itself, how the demand side is characterized, how specific strategic decisions allow for value creation following the logic, literature gaps in the logic, and opportunities for future research. Opportunities include extending the work on existing logics, examining the combined effects of multiple logics, identifying understudied demand-side characteristics, and studying strategy applications for which demand-side attributes have received comparatively little attention to date. These include business models, corporate social responsibility (CSR), corporate governance, and demand-side shocks. Finally, we address implications for managerial practice.

中文翻译：

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客户、市场和五种典型价值创造逻辑：战略管理中需求方研究述评

学者们更广泛地研究了客户偏好和需求方特征在市场进入和时机、多元化、定位、资源重新分配和企业适应等不同核心战略领域的作用。我们回顾了这种多样化的需求方文献，并开发了一个实证分类，确定了迄今为止文献中看到的五种典型的客户价值创造逻辑。为了应用这些逻辑，公司必须放眼下游，目的是匹配、利用、适应、学习或塑造客户偏好或市场特征，从而为客户创造价值。对于每个价值创造逻辑，我们详细介绍了逻辑本身、需求方的特征、具体的战略决策如何允许遵循逻辑进行价值创造、逻辑中的文献空白以及未来研究的机会。机会包括扩展现有逻辑的工作，检查多种逻辑的综合影响，识别未充分研究的需求方特征，以及研究迄今为止需求方属性相对较少受到关注的策略应用。其中包括商业模式、企业社会责任（CSR）、公司治理和需求方冲击。最后，我们讨论对管理实践的影响。