Keynote

Strategic Roadmapping - Linking Technology to Markets

10 May 2006
9:15 - 10:45

Presenter: Robert Phaal, Centre for Technology Management, University of Cambridge, UK

Technology roadmapping, and its many derivatives, has become one of the most widely used approaches for supporting innovation and strategy, at firm, sector and national levels. A key benefit of the technique, (first used by Motorola in the '70s and since then adopted and adapted by many organizations) is the communication associated with the development and dissemination of roadmaps, particularly for aligning technology and commercial perspectives, balancing market "pull" and technology "push". In his keynote presentation, Dr. Robert Phaal will provide an overview of the most powerful and flexible roadmapping approach, comprising a time-based, multi-layered chart, enabling the various functions and perspectives to be aligned (illustrated below). He will focus on how organisations can initiate and customize the method to support strategy and innovation, and will illustrate the effectiveness of the technique with several case studies, highlighting key success factors and lessons learned from more than 80 industrial collaborations.



Summit Keynote: Strategic Roadmapping - Linking Technology to Markets