Over-Engineering

Over-Engineering

Unter Overengineering wird die Erstellung eines Produktes oder einer Dienstleistung in höherer Qualität verstanden, als dies vom Kunden gewünscht ist und somit seine Zahlungsbereitschaft übersteigt.

Der Auslöser für Overengineering ist in übertriebenen Perfektionismus bzw. fehlendem Wissen über die Kundenbedürfnisse zu suchen. „Ein Produkt ist nur so gut, wie der Kunde es bewertet. Doch die Kunden werden häufig nicht einmal gefragt.“[1] Studien und Marktforschungen können hierbei die von der Zielgruppe wahrgenommenen technische Funktionalität eines Produktes bzw. der Ausgestaltung einer Dienstleistung aufdecken, die letztlich zu einer Kaufentscheidung führen. Diese Kundenanforderungen können wiederum in die zielgerechte Erstellung der Produkte und Dienstleistungen einfließen, um Overengineering effektiv zu vermeiden.

Overengineering ist zudem mit längeren Entwicklungszeiten verbunden. Dies bietet der Konkurrenz die Chance ihre Produkte, die besser auf die Kundenwünsche ausgerichtet sind und weniger unerwünschte Leistungsmerkmale aufweisen, zu einem früheren Zeitpunkt am Markt zu platzieren.

Quellen

  1. Horst Wildemann in der Financial Times Deutschland, 13. Juli 2005

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