Track: Innovation

Abstract

To develop products that achieve high customer satisfaction, product developers have to make decisions during the early phase of product development, regarding the customer and user experienceable properties. Traditional development approaches have to rely on market analysis, but lack a long-term perspective. By integrating forecast methods like scenarios technology, Marthaler developed an approach that allows the development of multiple product generations. This approach currently focuses on market pull strategies. (Marthaler et al., 2019) This article introduces an approach that expands the current approach by focusing on technology push strategies and delivers a method specifically designed for technology push strategies. With this approach innovations can be developed, by utilizing reference systems from other industry sectors. The utilization and subsequent surveys with employees of the BMW AG confirmed the applicability of the approach in their product development process.