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PDL zeichnen sich dadurch aus, dass sie Werte am Menschen und\/oder f\u00fcr den Menschen schaffen. Sie kommen in allen Bereichen und Sektoren vor, in denen menschliche Interaktionen stattfinden, also nicht nur im privaten oder sozialen Bereichen, sondern auch im unternehmerischen Kontext. PDL m\u00fcssen grunds\u00e4tzlich an den menschlichen Bed\u00fcrfnissen und Erfahrungen von Nutzern ausgerichtet sein. Dies unterscheidet sie von industriellen Produkten und Dienstleistungen, deren Entwicklung h\u00e4ufig durch techno-\u00f6konomische Kriterien getrieben ist. Deswegen sind die Entwicklung und Digitalisierung von PDL auch nicht mit den bekannten Innovationsmethoden und dem grunds\u00e4tzlichen Wertsch\u00f6pfungsverst\u00e4ndnis aus der Industrie\u00a04.0 und auch nicht mit dem klassischen Konsumg\u00fctermarketing vereinbar.<\/jats:p><jats:p>In diesem Grundlagenartikel zeigen wir die Entwicklungstendenzen von PDL in Zeiten der Digitalisierung auf. Exemplarisch beleuchten wir einige, durch Megatrends getriebene und durch die Corona-Krise verst\u00e4rkte, gesellschaftliche Ver\u00e4nderungen und daraus resultierende Konsum- und Lebensstile, die wiederum die Bed\u00fcrfnisse nach PDL beeinflussen. Die sich hieraus ergebenden Konsequenzen f\u00fcr Unternehmen werden dargestellt.<\/jats:p><jats:p>Aus den Charakteristika PDL und den theoretischen \u00dcberlegungen der Service-dominierten Logik leiten wir sieben pragmatische Prinzipien f\u00fcr einen notwendigen Wandel in der unternehmerischen Grundausrichtung ab und beschreiben beispielhaft eine Innovationsmethode, sowie eine Methode zur Entwicklung von Gesch\u00e4ftsmodellen, die eine ganzheitliche Komposition von PDL reflektiert.<\/jats:p><jats:p>Dieser Artikel bietet Praktikern Leitplanken zur Navigation durch ein neues Terrain der PDL. F\u00fcr die Wissenschaft wollen wir mit diesem Artikel die Diskussion \u00fcber die Entwicklung digital-unterst\u00fctzter PDL er\u00f6ffnen.<\/jats:p>","DOI":"10.1365\/s40702-020-00638-3","type":"journal-article","created":{"date-parts":[[2020,7,6]],"date-time":"2020-07-06T14:03:59Z","timestamp":1594044239000},"page":"639-654","update-policy":"https:\/\/doi.org\/10.1007\/springer_crossmark_policy","source":"Crossref","is-referenced-by-count":6,"title":["Die Komposition personennaher Dienstleistungen von morgen","The Composition of Personal Services of Tomorrow"],"prefix":"10.1365","volume":"57","author":[{"ORCID":"https:\/\/orcid.org\/0000-0002-4451-8894","authenticated-orcid":false,"given":"Christoph","family":"Lattemann","sequence":"first","affiliation":[]},{"given":"Susanne","family":"Robra-Bissantz","sequence":"additional","affiliation":[]},{"given":"Christoph","family":"Ziegler","sequence":"additional","affiliation":[]}],"member":"93","published-online":{"date-parts":[[2020,7,6]]},"reference":[{"key":"638_CR1","unstructured":"Bedien.org (2020) Personennahe Dienstleistungen gemeinsam gestalten. https:\/\/www.bedien.org\/kick-off-bedien. 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