Developing an innovation strategy - Linking the components of strategy - Roadmapping

13 important questions on Developing an innovation strategy - Linking the components of strategy - Roadmapping

What is a roadmap?

This is a graphical representation of strategy that lays out and links the key aims of the organization, the means it will use to deliver them, and the new resources needed to make it all possible, in a single document.

Which two types of roadmaps exist?

  1. Strategic landscape
  2. Generic roadmap

What is a strategic landscape roadmap?

This is used to explore the strategic situation facing an organization and identify the key issues that need further analysis. This map is simply a large sheet of paper divided horizontally into several layers which represent all the significant aspects of the business that will remain important over the period being examined.
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How does a strategic landscape evolve in a generic roadmap?

Once a particular topic has been chosen, a similar structure to the strategic landscape may be used to build a generic roadmap to analyse and communicate a strategic proposal. The emphasis will be on developing a coherent and structured approach to the issue linking the main strategic goals to the activities necessary to make them happen.

Which links are mapped in a generic roadmap?

Know-how (capabilities) is linked to know-what (products and services), know-why (aims) and know-when (timing).

How can a roadmap be drawn?

By learning by doing. It is wise to do a rough draft quickly and refine and improve it as understanding grows rather than to try and perfect each part seperately before putting it all together.

How does the four-stage roadmapping process developed by researchers at Cambridge University work?

Step one to three are concerned with identifying the key market drivers, product features and technologies. A pair of cross-impact matrices is used as an analytical tool.

What is the first step in roadmapping?

In the first stage, a prioritized set of market and business drivers is chosen.

What is the second step in roadmapping?

In the second stage, participants consider the features or benefits of the product that drive competitive advantage.

What is the third step in roadmapping?

An analysis is done linking the product features to the competences or technologies that the company has available.

What is the fourth step in roadmapping?

The information derived in step one to three is used to generate a first roadmap.

What is a useful starting point for the mapping session for participants?

It is for participants to estimate what level of performance is achievable for each of the agreed product features at various times in the future.

What are the four reasons to keep reviewing and updating the roadmap regularly when using it continuously?

  1. The world changes, often rapidly. The roadmap must adjust to new facts.
  2. Our own understanding of the world changes as we learn, think and debate with colleagues.
  3. The process of thinking about strategy is more important than the strategy itself.
  4. Old colleagues move on and are replaced with new. The act of reviewing the strategic roadmap with newcomers is an excellent way to acquint them with the strategic thinking.

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