BM roadmapping approach: overcoming the barriers for the implementation of Lead Time Based Pricing

This research explores the factors that challenge the implementation of Revenue Management (RM) in manufacturing industries. Previous research focused mainly on Order Management to explain how RM could be applied with studies that are mathematical by nature. However, there is no empirical study explaining the implementation process of RM in manufacturing industries. This research adopts a differential approach and methodology which aims at filling the existing implementation gap. First, to avoid vagueness, the research proposes Lead Time based Pricing as the specific RM strategy to pursue. Then, the research focuses on creating a roadmap for the RM implementation. In order to create such roadmap, the research focuses on the field of Business Model Innovation (BMI). In this field, the research describes the BM ontology and BM roadmapping, tools which will be used for constructing the roadmap. It proposes to combines BM roadmapping with the BMI process to help facilitating the task of roadmapping and finally, upon the discovery issues hindering the real implementation of RM, the research identifies BMI barriers which are, afterwards, compared with the data collected to confirm its significance on the RM (specifically LTBP) case. With the assistance of Infineon Technologies, a semiconductor manufacturer, the research approach chosen is an instrumental case study with semi-structured interviews as a data collection methodology. The data is quoted, codified and analyzed with Atlas.ti 8.0 and the information is useful to pursue the realization of the BM roadmapping, giving answer to the main research question of this research.
Management of Technology (MoT)