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Business Roadmapping - Technology Push Market Pull
Business Roadmapping is an iterative process that evaluates both market and technological trends best suited to meet customer future needs.
As such the process generally begins with a market evaluation and then identifies which technologies can be applied to produce items to satisfy identified customer needs. A strategy based on "market pull" is recognised as faster and less risky than "technology push".
In some industries, competitive advantage may be gained by delivering a brand new innovation "technology push" to the market as a factor of competitiveness.
From a strategic perspective there are interdependencies between technology push and market pull models.
Business Roadmapping enables companies to consider alternatives and evaluate both approaches.
Irrespective of the initial focus, Business Roadmapping enables companies to evaluate alternative scenarios in an orderly and integrated fashion.
Business Roadmapping is ideal starting from either "market pull" - identified new customer needs or "technology push" - diversification of product range.
As such the process generally begins with a market evaluation and then identifies which technologies can be applied to produce items to satisfy identified customer needs. A strategy based on "market pull" is recognised as faster and less risky than "technology push".
In some industries, competitive advantage may be gained by delivering a brand new innovation "technology push" to the market as a factor of competitiveness.
From a strategic perspective there are interdependencies between technology push and market pull models.
Business Roadmapping enables companies to consider alternatives and evaluate both approaches.
Irrespective of the initial focus, Business Roadmapping enables companies to evaluate alternative scenarios in an orderly and integrated fashion.
Business Roadmapping is ideal starting from either "market pull" - identified new customer needs or "technology push" - diversification of product range.
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