Industry Trends 2026 Based On The Latest Lünendonk Report

Around 70% of technology implementations in the B2B sector fail. The reason: many companies invest in new technologies without a clear strategic foundation. As a result, projects may get started but fail to deliver sustainable value. 

According to the Lünendonk study, 7 out of 10 technology implementations fail, often due to the following reasons: 

• lack of strategic alignment with overall business goals 

• unclear evaluation of the economic value 

• insufficient planning for integration into existing systems 

Especially in B2B environments, a structured decision-making process is therefore essential. Learn more about the Total Economic Impact of technology decisions here. 

Companies can significantly reduce risk by systematically evaluating technology decisions: 

1. Check the strategic fit 
   Does the technology align with long-term business objectives and the company’s digital roadmap? 

2. Calculate the business value 
   In addition to ROI, companies should consider Total Cost of Ownership (TCO) and Total Economic Impact (TEI). 

3. Use a structured framework 
   Clear criteria help guide the selection and integration of new technologies. 

4. Evaluate vendors systematically 
   A short set of key questions can help compare vendors quickly and effectively. You can find five questions for fast and reliable vendor evaluation at the end of this guide: Strategic Technology Decisions for Real Business Value 

Companies that consistently apply this process can significantly improve the success rate of their technology initiatives. 

Why are traditional offshoring models coming under pressure? The automotive industry is currently undergoing a fundamental transformation. Several factors are reshaping production and outsourcing strategies: 

• increasingly shorter innovation cycles 

• growing talent shortages 

• rising quality and sustainability requirements 

These developments are putting traditional offshoring models under increasing scrutiny. 

Instead of relying solely on traditional offshoring, many companies are adopting alternative models: 

1. Nearshoring 
   Production and development are relocated closer to key markets to shorten supply chains. 

2. Flexible outsourcing structures 
   Instead of relocating entire operations, companies outsource specific modules or development areas. 

3. Digital production networks 
   Modern technologies enable stronger connectivity between global production sites. 

For automotive companies, this means that offshoring is not disappearing but it is becoming far more strategic. Further insights on this topic can be found in our guide “Offshoring in Automotive IT – Time to Rethink?!”. 

Artificial intelligence is considered one of the most important innovation drivers in the healthcare sector. However, the Lünendonk study shows that 60% of pharmaceutical companies still struggle with the practical implementation of AI strategies and tools. 

Common challenges include: 

• lack of clear use cases 

• insufficient data structures 

• difficulty integrating AI into existing business processes

One particularly effective approach is the integration of AI into Customer Relationship Management (CRM) systems. 

This creates several tangible benefits: 

1. automated analysis of customer data 

2. personalized communication with healthcare professionals 

3. more efficient planning of sales activities 

When implemented correctly, AI can significantly improve collaboration between pharmaceutical companies, physicians, and other stakeholders. In our guide “CRM as a Key Success Factor in Pharma 2025+”, we outline five concrete use cases and provide a checklist for developing your CRM strategy. 

The banking sector has undergone significant digital transformation in recent years. However, many institutions still fall short of customer expectations. According to the Lünendonk study, 9 out of 10 banks currently fail to deliver a satisfactory customer experience (CX). 

This can have serious consequences for market position, as competition no longer takes place at the physical bank counter but in apps, online portals, and digital services. 

To increase customer satisfaction, banks should focus on the following areas: 

1. Think mobile-first 
   Digital services must work seamlessly and intuitively on smartphones. 

2. Develop personalized offerings 
   Data-driven services increase relevance and strengthen customer loyalty. 

3. Eliminate UX barriers 
   Complex registration processes, slow loading times, or confusing app navigation quickly lead to frustration. 

Banks that improve their digital customer experience today will secure a decisive competitive advantage in the long term. 

The industry data clearly shows that digitalization alone is not enough. Companies must strategically connect technology, processes, and customer experiences. 

Key takeaways include: 

• Technology initiatives often fail without clear strategic evaluation. 

• Offshoring strategies in the automotive sector are fundamentally changing. 

• AI offers enormous potential—particularly in CRM within the pharmaceutical industry. 

• Customer experience is becoming a decisive success factor in the banking sector. 

Would you like to explore all insights, benchmarks, and forecasts from the Lünendonk study in detail? Download the full report now to gain a comprehensive overview of the most important industry developments in the coming years.