DEPICTING OPTIONS AND INVESTMENT APPRAISAL INFORMATION IN ROADMAPS

Clive Kerr (), Robert Phaal () and David Probert ()
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Clive Kerr: Centre for Technology Management, Institute for Manufacturing, University of Cambridge, 17 Charles Babbage Road, Cambridge, CB3 0FS, United Kingdom
Robert Phaal: Centre for Technology Management, Institute for Manufacturing, University of Cambridge, 17 Charles Babbage Road, Cambridge, CB3 0FS, United Kingdom
David Probert: Centre for Technology Management, Institute for Manufacturing, University of Cambridge, 17 Charles Babbage Road, Cambridge, CB3 0FS, United Kingdom

International Journal of Innovation and Technology Management (IJITM), 2012, vol. 09, issue 03, 1-19

Abstract: Roadmapping provides a visual canvas upon which a depiction of business strategy can be articulated and shared both within and between organizations. In this regard, roadmaps can be considered as boundary objects because they are used to forge the links between the differing stakeholders and communicate their shared viewpoints. Typically, the format of the roadmap is that of a skeletal structure consisting of a time-based axis against layers of functional perspectives (e.g., market, product, technology). However, in the later stages of the strategic planning and development activity, there is a need to clearly represent the options identified and embed the associated quantitative measures in the roadmap so as to provide greater assistance in the decision-making process. This is critical since options embody flexibility. From a program management perspective such flexibility is typically manifested through making decisions as to whether to defer, abandon, switch, expand/contract different project elements; for instance, choosing to terminate specific R&D, design or procurement activities. Such decisions are made upon evolving market, product and technology conditions. For example, customer needs, operational requirements, product functionalities and performance levels, technology availability and maturity. In order to visually represent options in terms of decision-point timing and size of investment, this paper presents an initial set of visual objects that could be overlaid on the canvas of a roadmap. To illustrate their use, a real-world case study is presented. A fully populated options-based roadmap, containing a set of alternative futures, is described. It is intended that this roadmap acts as a graphical prototype form for visually depicting options and associated investment appraisal information.

Keywords: Roadmapping; options; investment appraisal; visual strategy (search for similar items in EconPapers)
Date: 2012
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Citations: View citations in EconPapers (3)

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DOI: 10.1142/S0219877012500228

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