Customer focused strategy development = Kundennutzenorientierte Strategieentwicklung
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The success rate of new strategies, products and services can only be increased by a consequent (pre-) orientation to the future markets and respectively the stakeholder’s and the customer’s benefit. This article presents a methodology 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.