Ulaga & Reinartz - Hybrid Offerings

Question 1

The four manufacturer specific unique ressources needed for successful hybrid offerings

Answer 1

1 - Installed base product usage and process DATA
2 - product development and manufacturing ASSETS
3 - product SALES FORCE and distribution network
4 - FIELD SERVICE organization

Question 2

The five man-specific distinctive capabilities

Answer 2

1 - Service-related DATA PROCESSING AND INTERPRETING capability
2 - Execution RISK ASSESSMENT and mitigation capability
capacity to evaluate uncertainty->outcomes hybrid offerings & design, implement safeguarding mechanisms->meet performance commitments & internal profit targets.
3 - DESIGN-TO-SERVICE capability
4 - Hybrid offering SALES CAPABILITY
5 - Hybrid offering DEPLOYEMENT capability

Question 3

Classification of Hybrid offerings

Answer 3

Related to suppliers good
1 - PLS product life-cycle service (input based)
2 - AES asset efficiency service (output based)
Related to customer process
3 - PSS process support service (input based)
4 - PDS process delegation service (output based)