In a landscape spanning 45 countries, Medartis AG reigns as an innovation leader in medical devices, with a focus on osteosynthesis solutions. They strive to elevate surgical procedures enhancing patients' well-being. Yet, this industry dances amid tight regulations, fierce rivalries, and ever-shifting dynamics. Medartis AG's technology brilliance alone no longer guarantees supremacy. To stand strong, one must decode the market's language, predict its moves, and cater to stakeholder desires. Converting immense data into actionable strategies is the puzzle to solve.

Through meticulous research, this thesis delves into Medartis AG's strategic approach to understanding and harnessing market trends in the medical device industry. By assimilating insights from internal experts and industry specialists, the Medartis Trend Management Framework (TMF) was crafted. The TMF empowers Medartis AG to adopt a systematic methodology encompassing early stakeholder engagement, trend identification, evaluation, and targeted focus on pivotal trends, fostering growth opportunities.

The study revealed opportunities to improve trend management at Medartis AG. The collection of trend information revealed the potential for more structured use and communication that minimizes redundancies and better aligns departments. Improving corporate priorities was identified as an opportunity for improvement. In addition, the study recognized a prudent approach to risk that could be further optimized to take full advantage of promising market trends. Interestingly, some trend indicators went beyond the immediate scope of the industry, leading to the need to consider a broader perspective for identification. Looking ahead, the Medartis TMF offers versatile applications beyond its current scope. The study suggests not only leveraging positive trends for growth, but examining negative trends to potentially mitigate them. To improve decision making, the study suggests the introduction of a quantitative evaluation framework to assess the importance of trends and the outcomes of trend-related activities. In summary, this work not only sheds light on an innovative trend management approach, but highlights the importance of systematic methods in navigating complex market dynamics.