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

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.