Product attractiveness can be substantially increased when offering service extensions alongside. These services may create additional demand for the product by addressing new customer groups. The main challenge however is the development of services which increase customer value of the product to such an extent that leads to a purchase decision. The paper presents a method of idea generation for new product-service combinations following a systematic search approach for possible options. The basic concept of the suggested method as well as its search methodology for identification of promising services will be discussed using the example of the electric car, which so far lacks mass market success due to inadequate business models.
