Customer orientation and individualization will be two of the biggest challenges for companies. They need to expect their business model to become more complex as the range and diversity of their products and services will increase. Those who find a smart approach of managing the complexity will have a decisive competitive advantage. Those who use modularization across products, services, production and the organisation, will be prepared to deliver individual value propositions more quickly and their profitability will not be jeopardised by their own complexity.
