Abstract. The existing Web service management solutions are almost exclusively focused on optimization of technical QoS metrics (e.g., availability). However, financial (e.g., profit) and other business value metrics (e.g., customer satisfaction) are more important than technical QoS metrics. We discuss the challenges of business value modeling and maximization in autonomic (e.g., self-healing) Web service management systems. In particular, we point out the need to model business strategies (e.g., maximizing customer satisfaction) and diverse types of business values (not only financial ones). To illustrate how some of these challenges can be addressed, we present the modeling of diverse business values and business strategies in our language WS-Policy4MASC and the corresponding algorithms for business value maximization in our middleware MASC (Manageable and Adaptable Service Compositions).