Model-Based Decision Support for the Customer-Specific Configuration of Value Bundles

  • Jörg Becker European Research Center for Information Systems, University of Münster
  • Daniel Beverungen European Research Center for Information Systems, University of Münster
  • Ralf Knackstedt European Research Center for Information Systems, University of Münster
  • Oliver Müller European Research Center for Information Systems, University of Münster

Abstract

Customers in B2B as well as B2C markets increasingly demand integrated problem solutions from their suppliers, comprising both physical artefacts (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 modelling 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 modelling language has been embedded into a software tool to evaluate its utility regarding the customization and offering of integrated value bundles to customers.
Published
2015-12-07
Section
Research Articles