Laban Asmar successfully completed her doctorate on the topic of "System for the early validation of market performance ideas" under Prof Dr. Roman Dumitrescu.
Summary
Within digitalization, a variety of opportunities exist in established companies to generate market offering innovations for technical systems. Combinations of new technology concepts with possibilities of shaping the business perspective are conceivable. The resulting uncertainties regarding desirability are one of the most common reasons for the failure of new offerings. Early validation is a promising approach to reduce these uncertainties. However, solution knowledge for necessary prototyping and validation exists primarily in startup literature and only fragmented in other domains, making it unsuitable for established companies and the variety of technical systems.
Against this background, this thesis describes a systematic approach for the early desirability validation of market offering ideas for technical systems in established companies. The foundation consists of solution knowledge on early prototyping and validation methods. The documentation concept enables a transparent, understandable documentation of market offering ideas, validation environment and configuration. To provide further support, a procedural model is introduced: Based on the solution knowledge, documentation concept, and other tools, the systematic and iterative analysis, planning, construction, execution, interpretation, and synthesis of early validation is facilitated. The application of the methodology is demonstrated using a manufacturer of building aluminum systems.
