Roadmapping Integrates Business and Technology

Abstract

OVERVIEW:2007 is Research-Technology Management's 50th year of publication. To mark the occasion, each issue has reprinted one of RTM's most frequently referenced articles. The articles were identified by N. Thongpapanl and Jonathan D. Linton in their 2004 study of technology innovation management journals, a citation-based study in which RTM ranked third out of 25 specialty journals in that field (see RTM, May–June 2004, pp. 5–6). The article reprinted here was originally published in 1997 and has been updated with its author's “reflections.” It describes the product-technology roadmapping process developed at Philips Electronics, which aimed at better integration of business and technology strategy and improvement of the front end of the product creation process (the concept and idea phase). Teamwork, integral involvement by the organization and good communication are essential characteristics of the process. Benefits include a shared product-technology strategy and a cross-functional approach to product and technology planning and vision building.