Journal
CALIFORNIA MANAGEMENT REVIEW
Volume 61, Issue 1, Pages 43-70Publisher
SAGE PUBLICATIONS INC
DOI: 10.1177/0008125618796489
Keywords
strategic planning; technological change; new product management; portfolio management; product design; design roadmap; customer experiences; VUCA
Categories
Funding
- National Science Foundation [CMMI 1334361]
Ask authors/readers for more resources
Technology is rapidly changing, and customers are seeking not just products and services but experiences. Traditional approaches to strategic planning using product and technology roadmaps are no longer sufficient. This article describes the emergence of what the authors call design roadmapping approaches that are grounded in the creation of customer experiences, and which drive the choices of features, functionality, and technology. Design roadmapping provides stability for the future, even as technologies are changing, and keeps organizations more focused on the customers they are serving.
Authors
I am an author on this paper
Click your name to claim this paper and add it to your profile.
Reviews
Recommended
No Data Available