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Design‐to‐market integrating conceptual design and marketing

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  • Andreas Vollerthun

Abstract

This article presents an approach to integrate conceptual design and marketing by using a systems engineering approach. A methodology is applied that has successfully linked conceptual design with cost modeling to now also integrate marketing considerations. By combining technical product models and cost models with a market model in one integrated model, an added value is generated: Systems engineers can analyze entire business cases. The paper describes how the market model works, shows the interfaces to conceptual design and cost modeling, and discusses the integration into the overall design process. The full model is applied to the development of the European satellite navigation system “Galileo.” Development teams can easily change parameters in the design and analyze the effects of these changes on, for example, market revenues. To quantify differences among design alternatives, two approaches are considered: (a) a measure of effectiveness (market robustness) and (b) cash‐flow curves to model, simulate, and evaluate entire business cases. © 2002 Wiley Periodicals, Inc. Syst Eng 5: 315–326, 2002

Suggested Citation

  • Andreas Vollerthun, 2002. "Design‐to‐market integrating conceptual design and marketing," Systems Engineering, John Wiley & Sons, vol. 5(4), pages 315-326.
    • Handle: RePEc:wly:syseng:v:5:y:2002:i:4:p:315-326
    DOI: 10.1002/sys.10029
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    Cited by:

    1. Ali A. Yassine & Luke A. Wissmann, 2007. "The Implications of Product Architecture on the Firm," Systems Engineering, John Wiley & Sons, vol. 10(2), pages 118-137, June.
    2. Romulo B. Magnaye & Brian J. Sauser & Jose E. Ramirez‐Marquez, 2010. "System development planning using readiness levels in a cost of development minimization model," Systems Engineering, John Wiley & Sons, vol. 13(4), pages 311-323, December.
    3. Avner Engel & Tyson R. Browning, 2008. "Designing systems for adaptability by means of architecture options," Systems Engineering, John Wiley & Sons, vol. 11(2), pages 125-146, June.

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