Pricing of Value Bundles: A Multi-Perspective Decision Support Approach

Becker Jörg, Beverungen Daniel, Knackstedt Ralf, Müller Oliver


Abstract
Value bundles are compositions of physical goods and related value-added services that are put together to solve customer problems. Pricing value bundles constitutes a complex decision problem, since it requires the consideration of three perspectives: From the point of view of the provider, the available price corridor is limited downward by the costs for engineering, marketing and delivering a value bundle. From the customer's point of view, the upper limit of the price corridor is imposed by the expected customer value and corresponding willingness to pay. From a competitive perspective, the upper limit of the price corridor is marked by the price of a comparable competitor's offer. To provide companies with sound decision support, an integrated multi-perspective modelling language that accounts for all three perspectives simultaneously is presented. Based on the developed modelling language, an integrated decision support tool, i.e. the pricing workbench, has been designed.



Publication type
Article in Journal

Peer reviewed
Yes

Publication status
Published

Year
2011

Journal
Enterprise Modelling and Information Systems Architectures

Volume
6

Issue
2

Pages range
54-69

Language
English