Fehlmann, ThomasPietsch, WolframKrams, Benedikt2019-01-172019-01-172010978-3-88579-272-7https://dl.gi.de/handle/20.500.12116/19843The New Lanchester Theory links Business Objectives to market share using a transfer function, known from Six Sigma and Quality Function Deployment (QFD). The transfer function can effectively be used for prioritizing new features for software products. However, it is not easy to define this transfer function. This paper presents current practices and new opportunities for software marketing that arise from recent advances in Six Sigma theory.enText/Conference Paper1617-5468