Abstract
AbstractContinuing the thoughts that were presented at last years international INCOSE symposium this paper aims at integrating conceptual design and marketing by using a systems engineering approach. Applying a methodology that has been successfully implemented in a software tool for conceptual design‐ and cost‐modeling the next step that is taken in the presented work establishes the basis to also include marketing methods. By bringing technical product models and cost‐models together with a market model into one integrated model, an added value is generated for systems engineers since they are enabled to analyze entire business cases. Applying the described model allows designers to easily change parameters in the design and analyze the effects of these changes e.g. on market revenues. The paper describes some of the methods that the market model consists of, shows the interfaces to conceptual design and cost modeling, and discusses the integration into the overall design process as it is performed in many companies. As a reference on how the model can be applied data from the development of the European satellite navigation system ‘Galileo’ are presented.
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