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René Rohrbeck

Does Planning do any Good for Your New Product Development? Exploring the Impact of Roadmapping through Three Case Studies

Research output: Contribution to book/anthology/report/proceedingArticle in proceedingsResearchpeer-review

  • René Rohrbeck
  • Annika Schröder, Deutsche Telekom Laboratories, Germany
  • Martin Heitmann, Technische Universität Berlin, Germany
In recent years an increasing number of companies have adopted technology and product roadmapping. The major reason given by companies is the increase of complexity of products and technology portfolios. These companies believe that using roadmapping will help them, handle complexity, reduce double-work, increase effectiveness and efficiency of R&D and increase transparency of innovation planning. Past research has focused to a large extend on understanding the different roadmapping techniques that are used in practice. This has lead to a good understandinghow to conduct roadmapping in different company and industry settings. This research focuses on shedding light on the impact of roadmapping.
Building on data from three case studies and a total of 17 interviews, we identify three impact categories: enhanced coordination, organizational learning and enhanced R&D effectiveness. Using the data from the case studies we highlight three best practices that proved their effectiveness in producing value for the companies.
Original languageEnglish
Title of host publicationEuroMOT
Number of pages13
Publication year17 Sep 2008
Publication statusPublished - 17 Sep 2008
Externally publishedYes
EventEuroMOT 2008 - Nice, France
Duration: 17 Sep 200819 Sep 2008


ConferenceEuroMOT 2008

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