From market to market – Extension of Axiomatic Design to a holistic innovation management approach
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The success rate of new products and services can only be increased by a strict orientation to the future markets and respectively the (future) stakeholder’s and the customer’s benefit perception. This paper presents a holistic innovation management approach which builds on the principles of Axiomatic Design and Axiomatic Complexity Management and extends the concepts to a cyclic model “From Market to Market”. It starts from a new approach in the Customer Domain which helps predicting new market trends and identifying systematically the customer needs and shows how to define on this basis a consistent vision and strategy for the company (from the high-level targets to the lower-level strategies). The approach is based on the combination of different methodologies like the Delphi techniques and the Axiomatic Design aims to the systematic identification of share-/stakeholders and customer’s benefits and requirements. An example taken from the durable goods industry helps to illustrate the successful application of this approach.
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