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Strategic Planning and Innovation Management

Future-oriented Corporate Design

Strategic planning and innovation management have as their goal the advantageous positioning of the company in tomorrow's competition and the associated sustainable success. This is ensured by applying the 4-level model for future-oriented corporate design (Fig. 1). With the four levels of consideration foresight, strategies, processes and systems the systematic advantageous positioning of the company in the competition succeeds.

Fig. 1: The 4-level model for future-oriented corporate design

The Foresight looks at the systematic illumination of the future space with the aim of identifying future opportunities and threats to today's established business.

The Strategy describes the path from the current situation of the company to a desirable situation in the future - the vision. Strategies for tomorrow's business, products and technologies must be developed.

Well-structured business Processes are the essential prerequisite for efficient service provision. At the process level, the business processes must be designed according to the specifications of the strategy.

In order to support the processes derived from the strategy, IT Systems must be planned and implemented. These include hardware systems, basic systems such as operating systems, database systems and communication systems, as well as user software systems to support the tasks in the main business processes.

Strategic Product Planning

To achieve innovations in the area of strategic Product Planning, Potential Identification, Product Identification and Business Planning must be addressed (Fig. 2).

Fig. 2: Reference model of strategic planning and integrative development of market services

In addition to identifying the potential for success in the future, the identification of potential contains the determination of corresponding options for action. Based on the recognized success potentials, product identification deals with the search and selection of new product and service ideas for their development. Business planning involves the creation of a business strategy and the associated development of a business model and product strategy. The product strategy leads to a business plan that proves whether an attractive return on investment can be achieved with the new product or a new product option.

Our main research areas in the context of Strategic Planning and Innovation Management are methods and tools in the areas:

  • Development of company, business, product and service strategies
  • Identification of success potentials for the future with the help of strategic foresight
  • Detection of promising product and service ideas (e.g. Smart Services)
  • Derivation of customer requirements for product service systems
  • Development of business models and business processes in the context of digitization


Gausemeier, J.; Dumitrescu, R.; Steffen, D.; Czaja, A.; Wiederkehr, O.; Tschirner, C.: Systems Engineering in der industriellen Praxis. Heinz Nixdorf Institut, Fraunhofer-Projektgruppe für Entwurfstechnik Mechatronik, UNITY AG, Paderborn, 2013

Gausemeier, J.; Dumitrescu, R.; Echterfeld, J.; Pfänder, T.; Steffen, D.; Thielemann, F.: Innovationen für die Märkte von morgen – Strategische Planung von Produkten, Dienstleistungen und Geschäftsmodellen. Carl Hanser Verlag, München, 2019