This document summarizes a workshop on technology roadmapping held in Brno, Czech Republic on February 5, 2013. The workshop, led by Dr. Robert Phaal from the Centre for Technology Management, discussed managing innovation and technology strategically. It covered topics like how technology will continue to change lives, examples of past technological disruptions, challenges with predicting the future, and why technology strategy is still important. The workshop also reviewed tools that can help with technology management processes like identification, selection, acquisition, exploitation, and protection of technologies.

1. Best Practice Workshop:
Technology Roadmapping
Brno, 5 February 2013
Managing Innovation and technology
strategically
Dr Robert Phaal
Centre for Technology Management
Technology will
continue to
change the way
we live…
Wired Magazine
“Found - artefacts from the future”
www.wired.com/wired

2. Frederick Tudor
1806
Carl Linde
1895
Performance
Change and disruption
Technology
discontinuity
‘Turbulence’
Time / Investment / Effort
Adapted from Bower, J. L. and C. M. Christensen (1995). "Disruptive technologies: Catching the wave."
Harvard Business Review January-February.

3. Industrial dynamics
Routley et al, 2013
Predictions are hard, especially about the future
Niels Bohr
“Man will not fly for 50 years”
Wilbur Wright, 1901
“I think there is a world market for maybe five computers”
Thomas Watson, CEO IBM, 1943
“640K (of RAM) ought to be enough for anybody”
Bill Gates, 1981
“The global market for mobile phones could be as high as
900,000 units per annum”
McKinsey study for AT&T, mid 1990s

4. So, why bother with strategy?
Innovation strategy and business performance
“About twice as many best performers (38%) use product roadmaps than do worst performers (19%).”
Cooper & Edgett (2009), Product innovation & technology
strategy, Product Development Institute

5. The Innovation Funnel
Critical strategic
decisions!
Innovative
Ideas
Pre - Development
Investigations
Development
Projects
Source: Wheelwright & Clark
Introduced
Projects

6. Technology & new product development
stage gate processes
Cooper, 2006
Technology management processes
External Environment
External Environment
Identification
focuses on technologies which do not currently
form part of the technology base yet may
have a significant impact on the current
or future activities of the business
Protection
Selection
focuses on preserving the company’s
knowledge and expertise and
minimising the risk of unplanned
transfer of technology outside the
organisation
focuses on the evaluation of potential
technologies against a set of decision
criteria to determine which technologies
should be supported and promoted
within the business
Internal
Environment
Exploitation
Acquisition
focuses on the utilisation of technologies
which already form part of the company’s
technology base
focuses on accessing the required
technologies and their assimilation
into the organisation
External Environment
Gregory, 1995

7. There are many tools and techniques available to help
For example
Quality Function Deployment (QFD, or House of Quality)
Martinich, 1996
There are many tools and techniques available to help
For example
Portfolio methods
Cooper et al., 1998

8. There are many tools and techniques available to help
For example
Roadmapping
There are many tools and techniques available to help
• Mostly these have been developed by & for large technology intensive
firms
• They are equally applicable to small- and medium-sized companies,
applied in a light-weight and agile manner
• Such tools typically have a visual format, and can be used to structure
strategic conversations and decisions, particularly between commercial
and technical functions

9. Thank you
Questions?