Modeling, Customer-Specific Configuration and Calculation of Value Bundles

Becker Jörg, Beverungen Daniel, Knackstedt Ralf, Müller Oliver

Zusammenfassung

Customers in B2B as well as B2C markets increasingly demand integrated problem solutions from their suppliers, comprising both physical artifacts (products) and services. Applying a mixed-bundling strategy to offer such value bundles to customers foremost requires a sound configuration and economic calculation of value propositions, based on previously defined modules of products and services. In this paper, a modeling language is introduced to describe the function and structure of such modules, as well as to calculate the economic consequences of value propositions on a customer-individual level. The proposed modeling language has been embedded into a software tool to evaluate its utility regarding the customization and offering of integrated value bundles to customers.

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