Semester Offering: August

This course provides an overview in making technology strategies and technology road-mapping for high-tech companies. Here technology roadmaps are interpreted as decision aids to improve coordination between business and technology development activities in rapidly changing, increasingly complex and uncertain environments. Roadmap describes the linkages between business strategies and the existing or proposed R&D programs. The course emphasizes application level Product-Technology-roadmap which is a disciplined planning methodology to evaluate business potential of emerging technologies or R&D projects. Also relationship between business strategy and technology strategy is discussed. A number of EVN specific case-analysis will be carried out on each telecom product or service ideas (selected by the students in the course of Telecom Product and Service Design).


Technology strategies, Technology management, Technology road-mapping, Business strategies.


Telecom Product and Service Design.


I. Identifying Different Elements of Product Roadmaps (EVN related cases)

  1. Analysis of core technologies
  2. Analysis of potential products or applications
  3. Review of market trends and potential
  4. Review of end-users' needs

II  Evaluation of Business Potential

  1. Recognizing discontinuities of innovations
  2. Identifying gaps between end-users' needs, existing products, and existing/emerging technologies
  3. Identifying business opportunities

III  Managing Product, Technology, and R&D Project Portfolios

  1. Selecting the most promising product development projects
  2. Assessing benefits
  3. Managing risks

IV  Integrating Technology Strategies with Business Strategies (EVN related cases)

  1. Analyzing technology adoption life cycle
  2. Analyzing high-tech market development
  3. Assessing concrete EVN specific technology roadmaps with business strategies


Lecture notes, handouts from listed reference books.


Phaal, R., Farrukh, C. and Proberts, D.: T-Plan: Fast Start Technology Roadmapping: Planning Your Route to Success , Cambridge , University of Cambridge , UK , 2001
Wiefels, P: Implementing Effective Marketing Strategies for High-Technology Companies , New York , HarperCollins, 2002


Research-Technology Management
Communication of the ACM
Journal of Management Information Systems
International Journal of Technology Management


The final grade will be computed from the following constituent parts:
Final exam (60%),
Case-analysis and presentations (40%)