The wishes of the market (M) are represented by product management and marketing, while technology (T) shapes the realisation within the framework of projects. Not every great project idea is realistically feasible – often even elaborate technical preliminary investigations and feasibility studies are necessary to limit the project risk acceptably.

Quality projects, technology projects, cost reduction projects are also taken into account.

Market and technology managers work closely together in portfolio management.
They decide together whether a project proposal is good and feasible, what business value can be achieved.
Conversely, when looking at technology, the situation often arises that products can be designed differently and more simply or that completely new product ideas can be found.