Fast-Start Technology Roadmapping

R Phaal, CJP Farrukh and DR ProbertDepartment of Engineering, University of Cambridge, CB2 1RX, UK

Abstract

Technology is an important strategic asset for many firms, and there is an increasing needto include technological considerations in strategy and planning processes. However,establishing and communicating the linkages between technology resources and companyobjectives presents a continuing challenge for many organisations. Technology roadmapping is atechnique that has the potential to support technology strategy and planning. Such maps can takevarious specific forms, but generally comprise a time-based chart linking technologydevelopments to future product and market requirements. The method has been successfullyapplied in a number of industrial contexts; however, initiating and maintaining the method on anongoing basis can be difficult. This paper describes the development and application of aprocess for supporting the rapid initiation of technology roadmapping in manufacturing firms.The 'start-up' process comprises a series of facilitated workshops that bring together variousfunctions in the business, including technology and marketing. The process supportsunderstanding and communication of the relationships between market and businessrequirements, product and service concepts, and technological solutions. The approachencourages learning and staff involvement, and identifies key knowledge gaps, enabling acompany-specific roadmapping process to be initiated quickly. In addition, theoretical aspects oftechnology roadmapping are discussed, in the context of managing technological knowledge.

Keywords: Technology roadmapping; technology planning; technology strategy.