Centre for Technology Management

Fast-Start Technology Roadmapping

R Phaal, CJP Farrukh and DR Probert

Department of Engineering, University of Cambridge, CB2 1RX, UK

Abstract

Technology is an important strategic asset for many firms, and there is an increasing need to include technological considerations in strategy and planning processes. However, establishing and communicating the linkages between technology resources and company objectives presents a continuing challenge for many organisations. Technology roadmapping is a technique that has the potential to support technology strategy and planning. Such maps can take various specific forms, but generally comprise a time-based chart linking technology developments to future product and market requirements. The method has been successfully applied in a number of industrial contexts; however, initiating and maintaining the method on an ongoing basis can be difficult.

This paper describes the development and application of a process for supporting the rapid initiation of technology roadmapping in manufacturing firms. The 'start-up' process comprises a series of facilitated workshops that bring together various functions in the business, including technology and marketing. The process supports understanding and communication of the relationships between market and business requirements, product and service concepts, and technological solutions. The approach encourages learning and staff involvement, and identifies key knowledge gaps, enabling a company-specific roadmapping process to be initiated quickly. In addition, theoretical aspects of technology roadmapping are discussed, in the context of managing technological knowledge.