Customer Integration in Service Business Models

Business models are a widely used concept to analyze existing and design new offerings. Applied in service environments, however, existing business model approaches are reaching their limits. Service specific aspects, like co-creation, are not taken into account. Based on the Business Model Ontology by Osterwalder, this paper discusses the impact of co-creation on business models and suggests requirements for the representation of service. For the development of these requirements, we take service-dominant logic as a theoretical vantage point. In particular, we use the reasoning of service-dominant logic on value and value co-creation to develop a representation for the extensive integration of the customer into the value creation process.