Designing and pricing of advanced service offerings based on customer value

Manufacturing companies are currently competing for the identification of innovative value propositions to position themselves in the market and this led to a shift from providing traditional transaction-based and product-centric offerings towards the provision of integrated solutions to their customers (Pezzotta et al., 2014). When companies fail to account for collective and relational goals in customer solutions, a mismatch can occur between firms’ solutions and those that customers envision meaning that understanding the integration process of customer networks and revise value propositions is essential to improving service design (Epp & Price, 2011). The purpose of this paper is to describe the results and the process developed from the designing and pricing of advanced services that was supported with the customer value proposition