Documents are artifacts, based on an idea and following a plan produced by human beings. From a management point of view they are the results of a design - an engineering, manufacturing, and communication process. This paper presents and discusses a methodical approach, which is based on the thesis that genre theory and the fundamental analysis and managed application of genres is of the utmost importance in the new product development process. Furthermore, we assume that a new digital product can only be implemented successfully with an adequate communication strategy based on common and shared knowledge - a common logical system - between consumers and producers. We present the Media Reference Model (MRM) as an enhanced approach to genre theory. Research regarding digital genres and the further development of digital genres profit from this methodical approach, since each design area can be examined from different view points. The MRM's potential for digital genre research is illustrated by the analysis of an innovative web application product.