CUED Publications database

The concept of 'roadmapping service': Exploring customer perspectives of roadmapping through the service lens

Oliveira, MG and Routley, M and Phaal, R and Mendes, GHS (2019) The concept of 'roadmapping service': Exploring customer perspectives of roadmapping through the service lens. In: UNSPECIFIED pp. 3101-3110..

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Abstract

Roadmapping has been addressed as a management approach used to support strategic and innovation planning of organisations over recent decades. This paper introduces a new standpoint for addressing roadmapping through the application of service theories as a way for tackling the demand for the digitalisation of roadmapping. To this end, the concept of roadmapping as a service offer is developed and employed to analyse three customer perspectives of roadmapping: owners and sponsors, team members, and facilitators. Based on a literature review and interviews with roadmapping experts, customer jobs, pains, and gains are described for each of the perspectives. In the end, the paper provides insights for the understanding of the concept of roadmapping service and opens opportunities for further theoretical and empirical developments around this new path. These results are part of a broader research project exploring the digitalisation of roadmapping.

Item Type: Conference or Workshop Item (UNSPECIFIED)
Subjects: UNSPECIFIED
Divisions: Div E > Strategy and Policy
Depositing User: Cron Job
Date Deposited: 13 Mar 2020 20:37
Last Modified: 15 Apr 2021 06:24
DOI: 10.1017/dsi.2019.317