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Innovations for tomorrow's markets

From the first idea to market entry

With the reference model of strategic planning of market services, the authors give systematic orientation to all those who will shape tomorrow's digitized business in concrete terms. The authors describe four central fields of action according to which the book is structured:

  1. Identifying Potential, i.e. identifying future success potentials, but also threats to today's business
  2. Product Identification, i.e. finding and concretising promising ideas for new products and product-related services.
  3. Business Planning, i.e. developing business strategies, product strategies, business models and business plans
  4. Conception of Products, services and production systems in the sense of systems engineering.

The book contains a wide range of guidelines, methods and practical examples; it promotes integrative thinking and action on the part of all those involved, from the initial business idea to market entry.

"The work is of particular benefit to those who, in times of digitalization, have to strategically plan and clearly specify an innovative product before it can be implemented. It is a must read for experts in strategic product planning and marketing, as well as for technicians in development and production who want to participate on an equal footing in the planning of tomorrow's market success."

Dr. Stefan Breit, Managing Director, Miele & Cie. KG

"The book covers all areas of action on the road to successful market performance - from foresight and business planning to systems engineering. It impresses with its systematic approach and high practical orientation."

Dr. Johannes Bußmann, Chairman of the Board, Lufthansa Technik AG

"The comprehensive, clearly structured compendium on innovation management leaves nothing to be desired. In particular, the differentiation according to products, services and business models gives the book an interesting, innovative character. This book is a must-read for everyone involved in innovation."

Prof. Dr. Dr. h.c. Klaus Backhaus, Senior Professor and Director of IAS, WWU Münster

The Authors

Prof. Dr.-Ing. Jürgen Gausemeier is the founder of the Paderborn School of Strategic Product Planning.

Prof. Dr.-Ing. Roman Dumitrescu teaches Advanced Systems Engineering at the University of Paderborn.

Julian Echterfeld doctorate under Prof. Gausemeier.

Tomas Pfänder and Dr.-Ing. Frank Thielemann are board members of the consulting company UNITY AG.

Dr.-Ing. Daniel Steffen is a partner of UNITY AG.