Innovators need to steadily provide new products and features to meet market needs. However, growing markets and
diversifying customer needs almost inevitably make innovation increasingly complex. Two major causes for growing
complexity in developing innovative products, processes and
services may be seen [1]: First, shifting trade barriers and
technological progress provide customers with an ever
increasing number of offerings and choices: The more options
there are, the harder it becomes to gain customer’s attention
and the more he might reject compromises. Second, the number and interconnectedness of stakeholders that are impacted
by an innovation steadily increases: Companies must observe
customers, shareholders, suppliers, resellers and stakeholders
which leads to ever rising and faster changing requirements
that cover wide areas of economics, nature, society and politics. The more requirements there are, the more they tend to
be in conflict with each other and the more complex i