Markus Karger develops a new method for measuring willingness to pay for industrial hybrid service bundles based on the net present value method and decision analysis. The validity of this method is tested through a two-stage empirical analysis. In light of increasing competitive pressure and rising customer demands, companies in industrial goods markets are increasingly offering goods and services in an integrated form as hybrid service bundles. However, successful marketing requires a precise understanding of the price a customer is willing to pay at most for the service. Against this backdrop, Markus Karger develops a new method for measuring willingness to pay that takes into account the specific characteristics of such offers. The validity of this method is tested through.