Identifizierung von Wertpotenzial für digitale Services von B2B-Fertigungsunternehmen am Beispiel eines Küchengeräteherstellers

Titelangaben

Jonas, Claudius ; Watkowski, Laura Marie-Luise ; Link, Janina ; Buck, Christoph:
Identifizierung von Wertpotenzial für digitale Services von B2B-Fertigungsunternehmen am Beispiel eines Küchengeräteherstellers.
In: HMD Praxis der Wirtschaftsinformatik. Bd. 60 (2023) . - S. 1328-1344.
ISSN 2198-2775
DOI der Verlagsversion: https://doi.org/10.1365/s40702-023-00964-2

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Abstract

Traditional business-to-business manufacturing companies face a growing need for digital services accompanying their high-quality physical products. As most digital services gener-ate a huge amount of data, they do not only offer valuable potential for customers in using the digital service but also for companies to better understand the needs and behavior of their customers. As the value creation mechanisms of digital services differ fundamentally from physical products, pricing and the development of sustainable business models are challenges for manufacturing companies. In contrast to a cost-based pricing approach, val-ue-based pricing is required, for which the value potential of a digital service must first be captured. Illustrated by the case of the kitchen appliance manufacturer Kitchenwise we in-troduce a methodological approach of how companies can identify potential digital service offerings which can be added to the physical product portfolio by developing value levers for value-based pricing. Thus, we show how Kitchenwise was able to define a price range for their digital services by engaging internal as well as external stakeholders.