Förslag till fortsatt forskning

Denna fallstudie har endast undersökt ett enskilt programvaruutvecklande företag samt dess potentiella kunder inom hustillverkningsbranschen. Detta gör således att det är svårt att avgöra huruvida studiens resultat är överförbart till andra programvaruutvecklande företag med kunder

inom andra branscher. Med anledning av denna svårighet bör även fortsatta studier undersöka samma problematik för andra programvaruleverantörer. Ytterligare ett intressant perspektiv är att undersöka vilken av studiens fyra erbjudanden som motsvarar den optimala nivån av kundanpassning respektive standardisering. Det skulle även vara intressant att undersöka om utformningen av ett kundanpassat värdeerbjudande skiljer sig mellan programvaruutvecklande företag i olika länder med avsikt att undersöka om kulturella skillnader har en påverkan på problematiken. Vidare kan studien även utföras för en annan typ av företag som inte arbetar med SaaS men verkar inom andra branscher som också kännetecknas av en hög grad av kundanpassning. Detta i syfte att jämföra kundanpassade värdeerbjudanden och intäktsmodeller mellan olika branscher. Vidare har denna studie endast undersökt hur kundanpassning kan integreras i värdeerbjudandet samt hur en passande intäktsmodell kan utformas till den. Vårt resultat visar att olika kundsegment har olika behov, vilket innebär att olika värdeerbjudanden och intäktsmodeller passar för olika segment. Därmed hade det varit av intresse att undersöka dessa kundsegment var för sig, i syfte att finna bästa sättet att nå ut till en viss typ av kund. Avslutningsvis finns möjligheten att inkludera fler delar av affärsmodellen för att komplettera denna studie med kundanpassningsperspektivet även i övriga delar.

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