Functional Products Business Model Elements: Five Industrial Cases Mapped to Hill Categories

The paper addresses the Functional Products business model and how its elements are mapped to Hill categories in five industrial cases. The Hill categories include: order-winners, order-losers and qualifiers. The objective for Functional Products is to provide a function to customers with an agreed-upon level of availability, productivity or efficiency, etc. The paper outlines how different cases and their offers, based upon the Functional Products business model, can be element-wise mapped to Hill categories. Insight into the importance of the different business model elements provides valuable knowledge for an appropriate planning, design, sales and provision of Functional Products, as well as for determining how much effort, resources and money to spend on keeping the status of the element sharp, up-to-date, acceptable or just present.