Roadmapping integrates business and technology

The product-technology roadmap process developed at Philips electronics aims at better integration of business and technology strategy and improvement of the front end of the product creation process (the concept and idea phase). The outcomes are roadmaps that present products and technologies required to realize these products, as well as their mutual relationship over a five-year period. 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. The roadmap drafting process can be supported by such tools as maturity grid, Quality Function Deployment and the Innovation Matrix.