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Value-Focused Thinking: Combining Product Development and Entrepreneurial Product-to-Market Strategies

[+] Author Affiliations
Bernd Neutschel, Olaf Gaus, Matthias G. Raith, Sándor Vajna

Otto-von-Guericke-University, Magdeburg, Germany

Paper No. DETC2012-70925, pp. 247-256; 10 pages
  • ASME 2012 International Design Engineering Technical Conferences and Computers and Information in Engineering Conference
  • Volume 7: 9th International Conference on Design Education; 24th International Conference on Design Theory and Methodology
  • Chicago, Illinois, USA, August 12–15, 2012
  • Conference Sponsors: Design Engineering Division, Computers and Information in Engineering Division
  • ISBN: 978-0-7918-4506-6
  • Copyright © 2012 by ASME


This paper examines how the generation of entrepreneurs 50+ should be addressed in order to raise their interest for improving their skills, and how young entrepreneurs and students can profit from the seniorpreneurs’ expertise in production processes and market knowledge as well as from their networks. To promote the promising synergies arising from the collaboration of young and elderly entrepreneurs a project was initiated that combines an integrated product development with business plan design support. Prospective entrepreneurs with industrial experience (seniorpreneurs) and innovative product ideas are matched with multidisciplinary student teams to generate a going-to-market prototype as a basis for starting new businesses. From the standpoint of research and development the balance is excellent with several promising product innovations and business plans for entrepreneurial implementation. The perspective of science and technology transfer demands an urgent desideratum to bring the accumulated value potential into the market.

Copyright © 2012 by ASME



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