Dawn of Digital Roadmapping

Abstract

Overview: This paper explores industrial cases of remote digital workshop-based roadmapping and presents lessons learned and insights that may be beneficial to organizations interested in digital roadmapping. We created a framework comprising three core elements—digitalization context, digital approach, and performance—to collect data and analyze seven industrial cases. The study revealed changes needed to ensure effective remote digital roadmapping—changes related to process and workshop design, facilitators’ effort and skill, participants’ accessibility, roadmapping agility, and roadmap quality. These changes focus on performance improvements for remote digital roadmapping compared to co-located and analog (paper and pen) roadmapping.

Keywords:

• Keywords
• Roadmapping, Digital tools
• Remote
• Cases
• Digitalization

Additional information

Notes on contributors

Maicon G. Oliveira

Maicon G. Oliveira is a professor of technology and innovation management in the Department of Production Engineering, São Carlos School of Engineering, University of São Paulo (USP), Brazil. He has a bachelor’s degree in mechanical engineering and a PhD in production engineering from the University of São Paulo, and a post-doctorate from the Institute for Manufacturing, University of Cambridge. His areas of interest are strategic technology and innovation management, roadmapping, digitalization, servitization, and product and service development. [email protected]

Robert Phaal

Robert Phaal joined the Centre for Technology Management at the University of Cambridge in 1997. He conducts research in the field of strategic technology and innovation management. His areas of interest include roadmapping, the emergence of technology-based industry, technology evaluation, visual methods, and the development of practical management tools and toolkits. He has a mechanical engineering background, a PhD in computational mechanics from Cambridge, and industrial experience in technical consulting, contract research, and software development at TWI, a leading UK research and technology organization. [email protected]

Glauco H. S. Mendes

Glauco H. S. Mendes is an associate professor of quality management and service management at the Federal University of São Carlos, Brazil, and a senior research associate at the Service Research Group. He conducts research on the topics of servitization, digitalization, customer experience, and service innovation. He has published more than 250 papers in distinguished international journals, including Industrial Marketing Management, International Journal of Production Economics, Journal of Service Management, Journal of Cleaner Production, and Technological Forecasting and Social Change. [email protected]

Karina M. Serrano

Karina M. Serrano has a bachelor’s degree in production engineering from the Federal University of São Carlos (UFSCar), Brazil. She holds a master’s degree in innovation management and industrial design from Ecole Nationale Supérieure en Génie des Systèmes et de l’Innovation (ENSGSI), France. She is currently a master’s student in production engineering at the Federal University of São Carlos. Her research interests include roadmapping, digitalization, innovation, and artificial intelligence. [email protected]

Camila Favoretto

Camila Favoretto has a PhD in industrial engineering from the Federal University of São Carlos (UFSCar), Brazil. She develops research in service management, mainly on digitization, servitization, and digital servitization. She has published in international journals relevant to this area. [email protected]