Abstract
Despite the growing interest of practitioners and scholars in technology roadmapping (TRM), our knowledge regarding how TRM can be embedded into the overall innovation process of a firm and used to enhance this process is relatively limited. This study aims to fill this gap. We describe an action research project conducted with Pirelli and the innovative approach to TRM this company developed during the 2010s to cope with the increasing complexity and dynamism of the tire industry. We show that TRM is currently fully integrated into the firm’s R&D activities and contributes to increasing the effectiveness of new product development. TRM supports the systematic gathering, sharing, and elaboration of information across the different functions and business units of Pirelli from the basic research to the commercialization of new products.
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