Integrated technology roadmapping

Autori

• Siegfried Behrendt

Parametri

• Economia e affari

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The increasing dynamism and complexity of business environments means that early recognition and monitoring of technological, market, political and social developments is becoming increasingly significant to innovative success. In order to successfully identify innovation opportunities and risks, new business areas and markets at an early stage, the following core questions need to be answered: Which changes can be expected (trends, scenarios)? Which opportunities and challenges will these produce? Which future is desirable? Which disruptive events could occur? Which successful future strategies can be derived from this? Roadmaps are an effective tool for answering these core questions. They are maps, in the broad sense of the word, which bundle together numerous individual topics, identify possible courses of action and set out priorities. Based on state-of-the-art technology, roadmaps supply information on the type, speed and direction of possible technological developments within an innovation context. However, in view of the fast pace change of market, social and ecological developments, the restriction of roadmapping to providing technology forecasts is increasingly limiting its potential. Innovations are increasingly evading exclusively technological perspectives and commercial contexts which have been too narrowly defined. The point is not to project what is technically feasible, but rather to broaden our perspective by including socio-economic aspects and – a particularly important factor – by incorporating customer requirements at an early stage. It is with this task in mind, that the Institute for Futures Studies and Technology Assessment (IZT) has developed the concept of the ‘integrated technology roadmap’. The integrated technology roadmap (ITR) allows several dimensions of promising business management strategies in dynamic technological areas to be examined simultaneously. It also looks for technological solutions to meeting social, economic, political and ecological challenges while shifting the main focus to the viewpoint of the user. Both of these methods help to minimise uncertainties about technology development, market launch and business models, and help steer decision-making in the right direction. The concept has been successfully tested in cooperation with the ZVEI Fachverband Automation (Automation Association of the Electrical and Electronic Manufacturers' Association), resulting in the ITR ‘Automation 2015+’. The procedure used to develop the ITR can and should serve as a reference for other fields of technology. This guide summarises the experience gained during the development of the roadmap. The guide is intended for the associations in ZVEI. Associations, being made up of groups of companies, are in the best position to carry out this complex procedure. They can provide the industry with an overall picture from which individual companies can then derive their own strategies. One of the key advantages of this method is its direct inclusion of customers and users. Customers are often more prepared to share their know-how with a group of companies than with one single company. This guide provides practical tips and methodological support for developing an integrated technology roadmap with which to search for technological answers to market and social trends and challenges.

Lingua: Inglese

Pubblicato: 2007