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FOCUS ON THE FUTURE an update THE GERMAN STANDARDIZATION STRATEGY:

The German Standardization Strategy: an update · 2013. 1. 24. · Strategy includes a course of action containing measures to be taken by standards setters and stakeholders alike

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Page 1: The German Standardization Strategy: an update · 2013. 1. 24. · Strategy includes a course of action containing measures to be taken by standards setters and stakeholders alike

FOCUS ON THE FUTURE

an update THE GERMAN STANDARDIZATION STRATEGY:

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T H E G E R M A N S TA N D A R D I Z AT I O N S T R AT E G Y: an update

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VisionStandardization in Germanyhelps business and societystrengthen, develop and open upregional and global markets

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GOAL 1: Standardization secures Germany's position as a leading industrial nation

Focus on:

� Orienting standardization more towards market interests� Promoting innovation� Giving priority to an international orientation� Supporting SMEs in the global market � Ensuring sustainable development� Using standardization and patent systems in an integrative manner

GOAL 2: Standardization as a strategic instrument supports a successful society

and economy

Focus on:

� Promoting the competitiveness of SMEs � Making greater use of networks and platforms � Integrating standardization in higher education� Standardizing management systems on an as-needed basis only � Making greater use of standards in public procurement

GOAL 3: Standardization is an instrument of deregulation

Focus on:

� Creating optimal framework conditions� Exerting a greater influence on the drawing up of New Approach mandates� Expanding the New Approach� Incorporating specifications in full-consensus standardization � Promoting the global harmonization of technical regulations

GOAL 4: Standardization and standards bodies promote technological convergence

Focus on:

� Actively contributing to the development of the European standardizationsystem

� Incorporating innovative technology sectors to a greater extent� Bringing experience gained to the international standardization system

GOAL 5: Standards bodies provide efficient procedures and tools

Focus on:

� Intensifying quality assurance and expanding services� Reviewing business models� Ensuring the participation of »everyone« � Improving access for SMEs � Optimizing the marketing of specifications� Ensuring the coherence of the set of standards

The German Standardization Strategy: an updateGoals and points in focus

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In economically turbulent times Germany is especially dependent on reliable condi-tions that promote competitiveness. DIN, Germany's national standards body, and German standardization as a whole make significant contributions to the crea -tion of these conditions, for they strengthen the competitive ability and innovativecapability of businesses. Particularly for the export-oriented German economy,instruments for dismantling trade barriers and creating global markets are indis-pensable. Standardization also strengthens the functioning of the European SingleMarket and global trade.

With the German Standardization Strategy that was presented in 2005, DIN and thestakeholders in the German standardization system made a major contributiontowards an orientation for German standardization in terms of national needs in aninternational context.

The German Federal Government has also formulated its standardization goals andwhat it expects from the standards organizations in its 2009 »Standardization PolicyConcept«.

Every standardization strategy must be flexible and dynamic. Rigid concepts are not suitable for meeting the ever-changing demands of real life. The fact that theGerman Standardization Strategy has become widely accepted among experts as aliving, continually developing project is therefore most welcome. The result of thisprocess is presented here in »The German Standardization Strategy: an update –Focus on the future«.

It is particularly gratifying that this »Update« addresses the Federal Government'sexpectations for the organization of standardization. For me, the declared support ofsmall and medium-sized enterprises as regards standards and standardization isespecially important.

The challenges facing us are great. This updated version of the German Standard -ization Strategy presents guiding principles for effectively positioning German stan-dardization in a constantly changing environment. On this basis, German standardi-zation will continue to contribute towards a competitive and innovative Germany.The Federal Ministry of Economics and Technology will continue to be a committedpartner in this endeavour.

Opening statement

Federal Minister of Economics and Technology Rainer Brüderle

T H E G E R M A N S TA N D A R D I Z AT I O N S T R AT E G Y: an update

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The German Standardization Strategy is the result of intensive consultationsamong leaders in business, politics, research and standardization, as well as opendiscussions carried out in a workshop attended by all interested parties in standard -ization.

True to the vision that:

Standardization in Germany helps business and society strengthen, develop and

open up regional and global markets

the German Standardization Strategy with its five goals serves as orientation forGerman standards work in the face of changing needs and future challenges. TheStrategy includes a course of action containing measures to be taken by standardssetters and stakeholders alike.

Thanks to the widespread, consistent implementation of the German StandardizationStrategy at all levels by all interested parties, the position of standardization withinGermany has solidified and strengthened. More than ever, standardization is recog -nized as a competent partner for representing German interests at European and in -ternational level. As a »living document«, the Strategy and its five goals will con tinueto be followed and adapted to the current situation as needed.

Now is the time to update the German Standardization Strategy with new topics toreflect today's situation as presented in documents such as the German Federal Gov -ernment's Standardization Policy Concept and the position paper of the Feder ation of German Industries (BDI) on the future of standardization, in current discus sions, for instance, on the improved access to standardization, and in the conclusions of theEuro pean Council on standardization and innovation, as well as in the dialogue car-ried out within Germany among stakeholders regarding the strategic orientation of interna tional standardization.

»The German Standardization Strategy: an update – Focus on the Future« presents an overview of current issues in light of the vision and goals of the German Standardi -za tion Strategy, and identifies necessary additional measures to be taken to ensure an optimal positioning of the German standardization system.

Opening statement

President DIN German Institute for StandardizationProf. Dr. Klaus Homann

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VisionStandardization in Germanyhelps business and societystrengthen, develop and open upregional and global markets

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GOAL 1:

In 2008 Germany was once again the world's leader in exports, despite the highly

competitive nature of the global market. The worldwide economic crisis presents

additional challenges for the coming years.

In this economic environment, standards are an indispensable feature of German

economic policy, serving to achieve Germany's industrial objectives. Standards are

also decisive factors in terms of market access and competitive positioning, and help

quickly translate innovative ideas into marketable products. Standardization is a

strategic instrument that is close to the market in terms of rapidly establishing inno-

vations in the global market in the form of products, processes and services. In ad -

dition to economic aspects, sustainable development and maintaining a high level of

safety are also integral components of standardization.

1

Standardization secures Germany's position as a leading industrial nation

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FOCUS ON:

� Orienting standardization moretowards market interestsTo maintain Germany's position as one of theworld's strongest economies, standardizationmust be market-driven and standards must meetmarket needs. This requires the active participa tionof German stakeholders – especially from indus-try – in standardization activities at international,European and national level. Standards must begenerally applicable, contain clear definitions andrequirements, and be used as the basis of con-tracts with customers worldwide.

� Promoting innovationThe stimulative effect of standardization on inno-vation should be increased by an even greater promotion of closer ties between research anddevel opment and standardization, with the sup-port of the government. To a greater extent,aspects of standardization should be integral ele-ments of research programmes and technologypromotion. Considerable competitive advantagescan be gained by examining the standardizingpotential in R&D results at an early stage, particu-larly in high-technology sectors.

Programmes for promoting innovation, such as»Innovation with Norms and Standards (INS)« and the associated informational events, havedemonstrated the potential of standardization forinnovation promotion, and should be continuallyexpanded. The intensive monitoring of currentdevelopments in R&D should also become a regu-lar component of standardization. Particular atten-tion should be paid to innovation drivers such ashealth care, environmental protection, climate pro-tection and services.

Specifications – as a means of communicatinginnovative topics at an early stage – and full-con-sensus standards – as a means of describing thecurrent state of technology for mature products –are both to be used to transform scientific knowl -edge into industrial applications. Standardizationis a partner of industry, ranging from idea genera -tion to the marketing of innovative products andprocesses.

� Giving priority to an international orientationBeing a leading export nation, Germany needs to ensure and increase the competitiveness ofGerman products and technologies in the globalmarket. The key to this are standards that areaccepted and used worldwide: such standardshelp dismantle barriers to trade and avoid the addi-tional costs of obtaining regional certifications orcarrying out multiple tests. The goal is a consistentinternational collection of standards along thelines of »One standard – one test – accepted world-wide«.

To this end, existing national and regional stan-dards collections should be harmonized with theresults of international standardization as far aspossible. This requires not only active participationin international standardization, but also bilateraland multilateral discussions at all levels – in poli-tics, standardization and business.

As a part of Europe, Germany should strive tobring the results of European standardization ac -tivities to the international level and, whereverpossible, to bring an international orientation tostandards work at the early stages.

The advantages of an international orientation instandardization should also be emphasized whenapproaching regional markets bordering Europe.

� Supporting SMEs in the global market German small and medium-sized enterprises(SMEs) – who are largely export-oriented – mustbe made more aware of the significance of stan-dardization for opening doors to global markets.

SMEs can commercially exploit their innovationpotential in the world market with the help of stan-dards. Standards support SMEs especially when itcomes to marketing their products globally. Poli -tics, standards bodies and especially associationsneed to use awareness and advertising campaignsto disseminate information regarding the benefitsof standardization for SMEs seeking international -ization and economic growth.

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� Ensuring sustainable developmentTo enhance the competitive ability of the Germaneconomy, aspects other than purely economicones also need to be taken into account, such asenvironmental protection, the sustainable use ofnatural resources, and material, energy and re -source efficiency. Because it involves all interestedparties, full-consensus standardization brings to -gether the various positions early on, and politics,business and the general public need to be mademore aware of this unique feature. Full-consensusstandards support sustainable industrial policy,and sustainable production and utilization struc -tures. They provide the prerequisites for environ-mentally sound actions, the protection of both indi-vidual and societal well-being, and sustainableeconomic growth.

The coordination and consulting services offeredby standards bodies should be utilized and ex -panded to further promote sustainable develop-ment.

� Using standardization and patent systems in an integrative mannerStandardization and patent systems should be utilized together more often as complementarystrategic instruments in global competition. Stan -dards and patents should be essential elements ofsuccessful innovation strategies because the for-mer ensures international market access throughstandardized common characteristics while the latter helps gain a competitive advantage throughpatented unique selling points.

The rules and procedures for a transparent andnon-discriminatory treatment of intellectual prop -erty rights in standardization should be harmo -nized internationally.

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Standardization as a strategicinstrument supports a successfulsociety and economy

Standardization is used by market participants as a strategic instrument for

ensuring competitive ability and supporting business strategies and in keeping

with the government's responsibility for the well-being of its citizens.2

GOAL 2:

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FOCUS ON:

� Promoting the competitiveness of SMEs To enhance the competitiveness of their productsin national, European and international markets,small and medium-sized enterprises (SMEs) needto ensure their active participation in s tandardiza -tion and thus have an influence on the content ofstandards. Standardization should be an integralaspect of business strategies for SMEs.

SMEs are to be informed about procedures andactivities of standards bodies and their services.This is to be ensured by close cooperation of stan-dards bodies, associations and politics.

� Making greater use of networks andplatformsGreater advantage should be taken of the multi -plying effect of networks and the resulting relief for individual workloads in standardization. Asso -cia tions, trade corporations and trade guilds playan important role in improving the participation of small and medium-sized enterprises (SMEs) in standardization. They represent the consoli -dated interests of SMEs and are the means bywhich SMEs – often lacking the possibility of directparticipation – can access and influence standardi-zation.

Furthermore, open platforms should be created, as has already been done in connection with thedevelopment of strategic recommendations for animproved consideration of the needs of SMEs instandardization. These platforms will then becomemeeting places where all market participants canexchange information and opinions on topics re le -vant to standardization at an early stage in devel -op ment, and can agree on joint actions to be taken.

� Integrating standardization in highereducationThe strategic importance of standardization andthe benefits of active involvement in standardswork need to be incorporated into curricula to agreat er extent in order to introduce prospectivespecialists and decision-makers in industry, poli-tics and society as a whole to standardization at anearly stage. Professional and vocational trainingcourses and academic programmes alike shouldincorporate standardization in their curricula, par -ticularly in the natural sciences, engineering and

management fields. One prerequisite for this is thedevelopment of strategies and action plans for anincreased integration of standardization in highereducation. This requires the participation not onlyof the standards bodies, but of politics, businessesand associations as well.

Even young people need to be shown the ways inwhich standards affect their lives and the contri -butions standards make to society and the econ -omy as a whole. Standardization should be given a fresher, livelier image through broad-based mar-keting.

� Standardizing management systems onan as-needed basis only The introduction of management systems stan-dards in such fields as quality and environmenthas proven to be a successful business strategy,helping to improve processes, products and ser-vices throughout the world.

Proposals for the standardization of other man - agement systems, e.g. in specific sectors, shouldbe carefully considered before approval, and theneeds of the stakeholders in general should betaken into consideration to ensure that businessesare given enough leeway for individual action.

� Making greater use of standards inpublic procurementStandards ensure the transparency of the pro -curement process and should be a more integral component of public procurement proceduresbecause they help reduce costs while at the sametime promoting innovation. Standards facilitatethe procurement of products and services with anoptimal cost effectiveness and guarantee systemand component interoperability. The benefits ofincorporating standards in tendering and con -tracting procedures should be made clearer to pub -lic procurement offices. The government shouldtake measures across all ministries to ensure uni-form public procurement procedures.

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Standardization is an instrument of deregulation

The principle of referring to standards when drawing up legislation has proven

its worth in Germany and throughout Europe. The success of the New Approach

as an engine of the European Internal Market, with its annual trade volume in

goods of about 1,500 billion euros, is well-known and well-documented. The

contribution of International Standards to the facilitation of world trade within

the framework of the WTO's Agreement on Technical Barriers to Trade (TBT

Agreement) is recognized throughout the world.

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GOAL 3:

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FOCUS ON:

� Creating optimal framework conditionsThe long-term, effective use of full-consensus stan-dards to support and accelerate deregulation re -quires a reliable framework. To ensure that stan -dards are worded correctly so that they can be citedin legislation, government agencies should be ac -tively involved in standardization activities, andstandardization should be supported by the state on a long-term basis.

Full-consensus standards should be written in alegally clear and understandable manner, providetransparency, and help reduce bureaucracy. Main -taining a clear distinction between governmentalresponsibility and the voluntary nature of stan-dard ization, being the responsibility of industry, isof prime importance. Holding to these basic prin -ciples ensures cooperation between the public andprivate sectors under the New Approach and instandardization in general.

� Exerting a greater influence on thedrawing up of New Approach mandatesA core aspect of the New Approach are the »man-dates« which the European Commission issues tothe European standards organizations and which,after the adoption by the standards organizations,present detailed instructions. Stakeholders in standardization should actively participate in thedrawing up of such mandates to ensure that theirinterests are represented from the very beginning.This requires the proactive cooperation of stan-dards setters and government representatives notonly at European level, but also during national discussions of draft mandates.

� Expanding the New ApproachAs the New Approach has proven successful fortrade in goods in the European Internal Market,ongoing consideration should be given to expand -ing the New Approach to other suitable areas inaccordance with the Better Regulation policy.

In particular, the cost/benefit ratio and existence offully harmonized legislation into which full-consen -sus standards can be incorporated are importantcriteria for selecting suitable areas.

Both the state and industry should work together tohelp identify such suitable areas.

� Incorporating specifications in full-consensus standardization Specifications drawn up in standards bodies andfora and consortia are gaining importance in lightof increasingly shorter innovation cycles and rapidtechnological development, especially in the Infor -mation and Communications Technologies (ICT)sector, which affects all areas of society.

Suitable structures and procedures are needed forthe easy conversion of specifications to full-con-sen sus standards which can be used to supportand accelerate deregulation.

� Promoting the global harmonization oftechnical regulationsThe division of labour between national legislationand standardization that has proven successful in Germany and Europe should be promoted as amodel solution and established in countries andregions, if of interest to both government andindustry. To this end, a global legal framework thatis as harmonized as possible is to be constructed.

National standards bodies, internationally activeindustrial trade partners and political leaders arecalled upon to hold bilateral and multilateral dis-cussions to set up the necessary conditions.

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4

Standardization and standardsbodies promote technological convergence

Rapid technological change characterizes today's world. Traditional technical

disciplines are meshing to form complex systems involving different technol -

ogies. This technological convergence is accompanied by increasingly dynam -

ic innovation, the cross-sector expansion of the Information and Communi -

cations Technologies (ICT), and the growing significance of other cross-sector

technologies such as biotechnology or optical technologies. The standards

organizations at national, European and international level are making the

necessary adjustments in this continually changing environment in order to

remain promoters of innovative ideas and reliable partners of business in the

global market.

GOAL 4:

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FOCUS ON:

� Actively contributing to the develop-ment of the European standardizationsystemThe current reform process that has been trig -gered by the increasing convergence of technolo-gies and which is spearheaded by representativesof Ger man interests must be actively pursued. The aim is to create and continually shape an inter-nationally visible, efficient European standardi -zation system that is capable of facing future chal-lenges. At na tional level, this must be accompaniedand supported by a concerted action of all stake-holders.

The network of those representing German inter -ests in European standardization – which should to be expanded – should strive for a coordinatedstrategic direction for the European standards or -ga nizations, thus strengthening the role of theEuropean standardization system in the interna -tional standardization arena.

Initiatives started and carried out by the EuropeanCommission to strengthen the European stan-dardization system are to be actively shaped bycoordinated German contributions.

� Incorporating innovative technologysectors to a greater extentThe standards bodies' structures, processes andproducts that are oriented towards the specialneeds of converging and innovative technologiesshould be further exploited. It should be made particularly clear to market participants that stan-dardization also has processes and products whichallow, prior to full-consensus standardization, de -mand-oriented work and the description of tech -nology at an early stage.

The model of dialogue platforms established inGermany for identifying innovative topics in R&Dshould be expanded, and the conception of theGerman standardization system as being a tech -nology platform and centre for an interdisciplinaryexchange of ideas among all market participantsshould be promoted.

The structures and mechanisms of cooperationwhich have been successfully established for lay-ing down standardization policy in the ICT sector

should be adopted for other sectors, where suit -able, to ensure a coordinated, efficient cooperationamong existing standards committees, associa -tions and sectoral standards setters. This will re -quire the close cooperation of all parties involved.

These mechanisms of cooperation should alsoinvolve fora and consortia, and suitable processesshould be developed so that specifications can beintegrated to a greater extent into the standardi -zation activities of the standards bodies, thus bun -dling resources and exploiting synergy effects.

� Bringing experience gained to the international standardization systemExperience gained by the standards organizationsat national level in devising strategies for promot -ing technological convergence, and at Europeanlevel in developing the European standardizationsystem should be used to exert an active influenceon making the necessary adjustments at interna-tional level.

Representatives of German interests should partic -ipate actively at an early stage to ensure that com-prehensive structural conditions for a greater sup-port of innovation and technological convergenceand an efficient cooperation at international levelare established when developing a strategic orien-tation for international standards organizations.This requires an adaptation of structures and pro-cesses as well as a coordinated, demand-orientedadjustment of the deliverables and services offeredby the international standards organizations. Co -operation agreements with international andregional partners, and procedures for integratinginformal documents will be necessary in order tointegrate new technologies as early as possible.

Standards bodies, politics and associations, aswell as internationally active businesses will needto ensure that German interests are well repre -sented in the development of strategies for theinternational standards organizations.

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Standards bodies provide efficientprocedures and tools

Adapting quickly to current market conditions is absolutely necessary for suc-

cess. New technologies, their further development and their broad application

in various sectors increasingly shorten innovation cycles. Standards bodies

are meeting this challenge by continually optimizing their work processes,

with quality, time restraints and costs being key factors.

A market-oriented business policy and optimized instruments will meet the

growing demands on modern standards bodies.

GOAL 5:

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FOCUS ON:

� Intensifying quality assurance andexpanding servicesThe continual inspection and improvement of thequality of the products and services offered bystan dards bodies are to be given key importance in order to secure and consolidate the status ofstandards in the eyes of business, politics and thegeneral public. Standardization products and ser-vices are to be flawless and of high quality, i.e. theyshould consistently meet customer expectations.The processes and instruments used by standardsbodies should be analysed and optimized, and theorganizations should make quality assurance a keyfeature of their business policies and implement itconsistently.

Furthermore, standards bodies should expand theirservices and incorporate customer satisfaction as a major success factor when optimizing businessprocesses. At national level, customer confidenceand long-term loyalty should be secured throughtransparent services and processes, and an unam-biguous, comprehensible financing model. Cus -tom er surveys should be used to continually im -prove customer satisfaction and contact. Standardsbodies should be continually developed as mod -ern, efficient and customer-oriented service provid -ers for businesses, science, the state and society asa whole.

� Reviewing business modelsLike all modern industrial businesses and serviceproviders, standards bodies should review theirbusiness models on a regular basis. The success-ful, functioning models should be further optimizedand developed without encroaching on the funda-mental principles of standardization. The indepen-dence of standardization is to be maintained, andstakeholders should continue to ensure that stan-dardization remains a means of industrial self-reg -u lation, deregulation by the state, and protectionof the well-being of the general public.

When reviewing their business models, standardsbodies should consult the stakeholders.

� Ensuring the participation of »everyone« Participation in standardization is to be simplifiedthrough appropriate rules, processes and instru-ments to ensure continued access for all withoutdiscrimination.

This requires a greater use of efficient informationand communication technologies such as virtualmeetings, online platforms and a national onlineportal for commenting on draft standards. Openand transparent processes within standards com-mittees are further guarantees of a fair, balancedparticipation of all stakeholders in standardization.

In order to reach the broad public, presentationsand publications should regularly report on currentstandardization activities. Standards and draftstandards should be presented to the public in theform of abstracts. Access to standards should bemade easier through customized deliverables andservices, and e-learning platforms should be usedto disseminate information on standardization.

� Improving access for SMEsAccess to standards and standardization should be made easier particularly for small and medium-sized enterprises (SMEs) through suitable mea -sures that are tailored to the needs of SMEs.

To an even greater extent, information on stan-dards that are of interest to SMEs should be pro -vided in suitable formats such as guidelines forstandards application. Not only print publications,but also internet portals, information centres andseminars should be used to disseminate this infor-mation. This will especially require the assistanceof associations and lobbies.

More work should be done on developing modelsfor providing standards that are oriented to theneeds of SMEs. As numerous studies and surveyshave shown, providing standards for free is not apromising model; more important is the develop-ment of SME-specific »standards packs« and user-friendly research tools.

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� Optimizing the marketing of specificationsStandards bodies offer not only the »classical«consensus-based standards, but also a variety ofdemand-oriented deliverables which have beendeveloped particularly for new, innovative prod -ucts with short development cycles. The marketingof these deliverables should continue to be im -proved. All parties interested in standardization are to be informed about the different deliverables,and informational material on each type of docu-ment geared towards a specific clientele is to bedisseminated using distribution means aimed attarget groups. This will require a systematic, clearoverview of the various forms of publication, thusproviding clarity and transparency for customers.

The standards bodies should assist their custom -ers in selecting suitable forms of publication. To this end, the standards body staffs need to betrained and special contact points in the standardsbodies are to be set up.

� Ensuring the coherence of the set ofstandardsFull-consensus standardization assures the quality,interchangeability and compatibility of products,information and services. This requires a coherent,non-contradictory set of standards.

With the increasing interweaving of international,European and national full-consensus standardi -zation and the development of specifications, theuse of globally harmonized processes that ensurethe coherence of the technical rules collection hasbecome imperative. The diversification of the col-lection through the work results of fora and consor-tia should be effectively counteracted early on.

Optimized structures should be used to avoid con-tradictory standards and duplication of work and toachieve a high degree of coordination between alllevels and organizations. An efficient managementof information and documents should serve as thebasis of information platforms which will presentinitiatives, projects and the results of standardswork in a transparent manner. Such platforms canalso be used to coordinate work, thus facilitatingdecision-making.

It is important to take an active role in the neces -sary discussions among standards bodies and inthe development of the relevant strategies.

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Translator's note: The GermanStandardization Strategy distin-guishes in the German versionbetween »Normung« covering the development process of full-consensus standards (»Normen«)and »Standardisierung« coveringthe development process of docu-ments with a limited consensus(»Standards«). In the translation,the terms »Normung und Stan -dar disierung« are translated bythe English term »standardizati-on« to cover both activities. Con -se quently, whenever »Normen« and »Standards« are referred to in the German text, the term »standards« is used in the Englishtranslation to cover both. When it is necessary to distinguish explicitly between the Germanterms »Norm« and »Standard«,»Norm« is rendered by »full- consensus standard« and »Stan -dard« by the term »specification«.

Imprint

DIN German Institute for Standardization

Burggrafenstraße 6

10787 Berlin

Germany

www.din.de

Edited by:

Editing committee of DIN and DKE

Designed and set by:

ERGO Industriewerbung GmbH, Berlin

Printed by: Rotadruck GmbH & Co. KG,

Berlin

93897/2010-01

Copy deadline: 2009-11-26

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