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research / germany
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By the help of the example of educational services, which are core service offerings in
many value chains in developing countries, it is possible to point out important elements
of business models. With regard to the value proposition it is necessary to recognize the
demand of educational services over a longer period of time. By the help of different
media the demand for educational services varies almost all the time. Accordingly the
education services need to be adapted regularly. It is important to define the most
relevant education demands. The relevance should be derived from customers’ needs and
should take into account that those educational services should be evident from
customers’ point of view. Having identified this core point of the value proposition it is
necessary to work out a service offering in a relational context. This implies to develop
these educational services in close cooperation and adaptation with the target customers.
Having defined such a value proposition with a core service infrastructure the valueadded
architecture is required in order to plan the processing of the services. Such a
process management should take into account the typical service feature that the
customers are to be integrated into the service process. This means in the area of
educational services that a benefit can only be achieved if the customer is adequately
involved in the service activities. Accordingly the value-added architecture consists of
autonomous processes which take place without any involvement of the single customer
and the integrative processes where customer integration takes place. Moreover the
value-added architecture should respond to the potentials required in order to produce the
service. Hence, capacity scheduling in an integral part of planning the value-added
architecture.
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