Autor: Birgit Verworn

The aging workforce and labour shortage due to lacking young qualified employees are topics which today primarily concern small and medium-sized businesses in unattractive regions. The Federal Statistical Office expects particularly dramatic changes in the age structure of the German workforce in 2017 to 2024. How can companies prepare for these changes? And is it a mere obligatory task or could there have been unexploited potential overlooked so far? Recent German studies provide new insights.

Oftentimes top management neglects the fuzzy front end of product development. Marketing is not involved in fuzzy front end activities. At the same time there is evidence that investments in the fuzzy front end pay off during the latter process. Late involvement of top management or the marketing function leads to unnecessary rework and delays and leaves developers frustrated. This paper discusses particularities of the fuzzy front end of product development and a leverage effect of the fuzzy front end on product development success. Implications for managers are derived.