Neukonzeption

Neukonzeption, literally “new conception,” denotes the process of creating a new concept or substantially reworking an existing one. It is used to describe efforts to redesign products, services, strategies, or organizational models in order to meet new requirements, leverage new technologies, or respond to shifts in markets or society. In German-language business and design literature the term signals a deliberate shift from incremental changes to a holistic rethinking of goals, structures, and methods.

Contexts include product development, marketing and communication, urban and regional planning, information architecture, digital platforms, and public administration. In each case Neukonzeption aims to establish a coherent concept that can guide decision making, resource allocation, and implementation.

Process typically begins with problem framing and stakeholder analysis, followed by research on user needs and constraints. This is followed by ideation and concept development, evaluation using criteria such as feasibility, desirability, and viability, and selection of a preferred concept. The final phase often includes planning for implementation, risk assessment, and a roadmap for execution.

Outcomes can include a written concept description or design brief, a strategic plan, a validated product or service concept, or a new organizational or business model. The approach emphasizes iteration, testing, and alignment with longer-term objectives. Challenges often involve scope management, conflicting stakeholder interests, resource constraints, and the risk of drift during the re-conception process.