In many businesses, a targeted gross profit margin drives many decisions regarding new products. For many managers, it can be very challenging to design products to uniquely satisfy unmet customer needs while meeting the targeted margin.  Decisions regarding the tradeoff of features, customer value, and cost that appear to be correct in the product's concept stage can often emerge as incorrect late in the development process. Then, managers have to make the unenviable decisions that negatively affect the customer or the firm.

In this Webcast presentation, Andreas Maihoefer, a Strategic Marketing Manager with MEDRAD explained their innovative method for designing for gross margin and customer needs in the concept stage of new product development. 

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