A Proposal to Support the Value Proposition in Product Oriented Service Business Model of Product Service Systems

The product service system offers opportunities for companies by introducing new ways of offering value to the customer. Thus, the value proposition needs to take into account uncertainties and tangible and intangible assets in an integrated way leading to more complex decisions. To address these decisions, the study proposes the application of scenarios with real options considering the most suitable financial performance indicators. This research followed the design research methodology. As a result, the proposal considers three scenarios: optimistic, moderate and pessimistic, each showing three possible real options: to expand, to abandon and to defer the incorporation of the service.