In the consumer goods industry, manufacturers are generally divided into "white goods" (particularly household appliances), "brown goods" (consumer electronics),"gray goods" (Information and communication technology) and in Germany also in so-called "red goods" (thermal technology). These companies are geared towards the specific needs of their end users (B2C), however, they also need to consider the specific interests of their retailers (B2B). Trendsetting product innovations with great application benefits and tailor-made functionality are topics that help them penetrate the market. The complexity management plays an important role in this process. Only those who rapidly build product and production architectures in line with the market needs and establish at the same time an agile organization can withstand the high pressure of global competition.