Morphological box: Capture product features

The development of a morphological box can help to capture fundamentally sensible manifestations of the essential product features. Keep these options open for as long as possible in product development, either by pursuing two paths simultaneously with reasonable effort or, if possible, by not factually excluding any of the paths.

Example: In the 2020s, automobile manufacturers will be faced with the decision of designing new vehicle models with electric drive systems or equipping them with conventional combustion engines. New automakers, such as the US company Tesla or the Chinese manufacturer Byd, are focusing entirely on electromobility. Established manufacturers are dividing their resources mainly between the two technologies and in some cases setting up subsidiaries for electromobility, as Volvo is doing with its Polestar brand. In this way, they are currently taking advantage of possible contribution margins and preparing themselves for various scenarios.


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