Technology Roadmapping for Strategy and Innovation

Technology Roadmapping for Strategy and Innovation

Martin G. Moehrle, Ralf Isenmann, and Robert Phaal (Eds.) Technology Roadmapping for Strategy and Innovation Charting the Route to Success ABC

Editors Prof. Dr. Martin G. Moehrle IPMI - Institut für Projektmanagement und Innovation Universität Bremen Bremen Germany Prof. Dr. Ralf Isenmann Fraunhofer Institute for Systems and Innovation Research ISI Competence Center Innovation and Technology Management and Foresight Karlsruhe Germany Dr. Robert Phaal Centre for Technology Management Institute for Manufacturing Department of Engineering University of Cambridge Cambridge United Kingdom ISBN 978-3-642-33922-6 e-isbn 978-3-642-33923-3 DOI 10.1007/978-3-642-33923-3 Springer Heidelberg New York Dordrecht London Library of Congress Control Number: 2012948328 c Springer-Verlag Berlin Heidelberg 2013 This work is subject to copyright. All rights are reserved by the Publisher, whether the whole or part of the material is concerned, specifically the rights of translation, reprinting, reuse of illustrations, recitation, broadcasting, reproduction on microfilms or in any other physical way, and transmission or information storage and retrieval, electronic adaptation, computer software, or by similar or dissimilar methodology now known or hereafter developed. Exempted from this legal reservation are brief excerpts in connection with reviews or scholarly analysis or material supplied specifically for the purpose of being entered and executed on a computer system, for exclusive use by the purchaser of the work. Duplication of this publication or parts thereof is permitted only under the provisions of the Copyright Law of the Publisher s location, in its current version, and permission for use must always be obtained from Springer. Permissions for use may be obtained through RightsLink at the Copyright Clearance Center. Violations are liable to prosecution under the respective Copyright Law. The use of general descriptive names, registered names, trademarks, service marks, etc. in this publication does not imply, even in the absence of a specific statement, that such names are exempt from the relevant protective laws and regulations and therefore free for general use. While the advice and information in this book are believed to be true and accurate at the date of publication, neither the authors nor the editors nor the publisher can accept any legal responsibility for any errors or omissions that may be made. The publisher makes no warranty, express or implied, with respect to the material contained herein. Printed on acid-free paper Springer is part of Springer Science+Business Media (www.springer.com)

Acknowledgements The editors are grateful to the many people who have contributed to this book. First of all, we would like to mention the authors who allowed us to provide a broad spectrum of papers covering all relevant aspects of technology roadmapping. They all were extremely constructive and had the patience to give us the time for a careful development of the book. Dipl.-Geogr. Christian Hanke provided significant help regarding various editorial aspects. He carefully examined the papers, unified organizers, layout and references, and was a reliable contact partner for the involved authors and editors. Mag. Kirsten Kueven, who is not only a patient discussion partner but also a passionate friend of the English language, did a lot of linguistic polishing. Sarah Oelund and Umar Aziz, both students of a master course in Engineering and Management, helped us to create a coherent graphical design for all papers, linking them not only in terms of content but also by visual appearance. Thomas Lehnert and Dr. Jan-Philip Schmidt acted as our editors at Springer Science; he encouraged us to realize our concept for a book that we see as a comprehensive compendium for technology roadmapping. Last not least, we wish to thank our partners in industry and other organizations who shared their experience on technology roadmapping with us and helped us to select a portfolio of ambitious and, at the same time, practice-oriented papers. Bremen, Karlsruhe and Cambridge September 2012 Martin G. Moehrle Ralf Isenmann Robert Phaal

Contents Basics of Technology Roadmapping... 1 Martin G. Moehrle, Ralf Isenmann, Robert Phaal Part 1: Institutional Reference for Technology Roadmapping Technology Management and Roadmapping at the Firm Level... 13 Robert Phaal, Clare Farrukh, David R. Probert Networked Innovation: Using Roadmapping to Facilitate Coordination, Collaboration and Cooperation... 31 Irene J. Petrick Technology Roadmapping on the Industry Level: Experiences from Canada... 47 Geoff Nimmo Roadmapping as a Responsive Mode to Government Policy: A Goal-Orientated Approach to Realising a Vision... 67 Clive I.V. Kerr, Robert Phaal, David R. Probert Part 2: Processes of Technology Roadmapping Fast-Start Roadmapping Workshop Approaches... 91 Robert Phaal, Clare Farrukh, David R. Probert Technological Overall Concepts for Future-Oriented Roadmapping... 107 Günther Schuh, Hedi Wemhöner, Simon Orilski Scenario-Based Exploratory Technology Roadmaps A Method for the Exploration of Technical Trends... 123 Horst Geschka, Heiko Hahnenwald

VIII Contents TRIZ-Based Technology Roadmapping... 137 Martin G. Moehrle Development of Technology Foresight: Integration of Technology Roadmapping and the Delphi Method... 151 Daisuke Kanama The Innovation Support Technology (IST) Approach: Integrating Business Modeling and Roadmapping Methods... 173 Hitoshi Abe Part 3: Implementing Technology Roadmapping Implementing Technology Roadmapping in an Organization... 191 Nathasit Gerdsri Innovation Business Plan at Siemens: Portfolio-Based Roadmapping to Focus on Promising Innovation Projects Right from the Beginning... 211 Babak Farrokhzad, Claus Kern, Meike de Vries Exploratory Roadmapping: Capturing, Structuring and Presenting Innovation Insights... 225 David A. Beeton, Robert Phaal, David R. Probert Part 4: Linking Technology Roadmapping to Other Instruments of Strategic Planning Long-Term Innovation Management The Balanced Innovation Card in Interplay with Roadmapping... 243 Rainer Vinkemeier Strategic Visioning Future of Business... 257 Volkmar Doericht Linking Technology Roadmapping to Patent Analysis... 267 Sungjoo Lee Author Index... 285