Autor: Wolfgang Buchholz

In many industries, the transformation of value creation is accelerating as a result of the fundamental change from pipelines business to platform business. For taking part in the new platform business companies need to develop innovative business models. The framework developed for designing digital platforms includes the type of value contribution (what?), the actors involved (who?), the reason for the value contribution (why?) and the way of value creation (how?). The design hints derived from the framework are subsequently used to develop B2B platforms to illustrate their relevance and impact.

With time, products lose their attractiveness on the market, technology becomes outdated or customer demands are no longer met. To keep up success, companies need to replace old products. This means a huge amount of product changes for a manufacturer that differentiates through customer-focused product design and continuous product innovations. Ramp-up and phase-out-management are critical factors of success. As the product life cycles shorten due to the dynamism of the technology and markets, payback periods for the development costs reduce, too. In order to maintain profitability or to increase it, it is necessary to minimise the cost and time of product changes. This article shows how logistics contribute handling a lot of complex ramp-ups and phase-outs with optimal cost and in a short time.