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In Zeiten sich verkürzender Produktlebenszyklen ist es erforderlich, die Kundenbedürfnisse, das Wissen im Unternehmen und die Ideen der Mitarbeiter immer wieder in geeigneter Art und Weise zu einem neuen marktgerechten und realisierbaren Produktkonzept zusammenzuführen und in vorher bestimmbaren Zeiträumen umzusetzen.