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Business Models and Product-Service System Design - Introducing the Business Model Graph

Due to global megatrends, manufacturing companies are supplementing their existing products with services and are thus transforming themselves into providers of so-called Product-Service Systems. This can open up new business models and new market segments. This paper shows that the identification and subsequent selection of suitable business models is not yet sufficiently supported by existing methods. After pointing out this research gap, the Business Model Graph (BMG) is presented, which shows the solution space of existing business models and enables a systematic analysis of the solution space based on company-specific boundary conditions. Finally, the BMG is applied in a case study.