Value Driven Technology Road Mapping (VTRM) process integrating decision making and marketing tools: Case of Internet security technologies

This paper presents a new approach to Technology Roadmapping by integrating marketing and decision methodologies. While much of the research into technology roadmapping has been applied to products that represent a one-time ROI to the manufacturer, current Internet technologies are resulting in web...

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Main Authors:	David Fenwick, Tugrul U. Daim, Nathasit Gerdsri
Other Authors:	Portland State University
Format:	Article
Published:	2018
Subjects:	Business, Management and Accounting Psychology
Online Access:	https://repository.li.mahidol.ac.th/handle/123456789/27355
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Institution:	Mahidol University

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spelling	th-mahidol.273552018-09-13T14:15:42Z Value Driven Technology Road Mapping (VTRM) process integrating decision making and marketing tools: Case of Internet security technologies David Fenwick Tugrul U. Daim Nathasit Gerdsri Portland State University Mahidol University Business, Management and Accounting Psychology This paper presents a new approach to Technology Roadmapping by integrating marketing and decision methodologies. While much of the research into technology roadmapping has been applied to products that represent a one-time ROI to the manufacturer, current Internet technologies are resulting in web services that use an entirely different financial and business model of licenses and subscriptions. This paper addresses the software services applicability and documents a start-to-finish application of cross-discipline models and tools to form a real-life roadmap from market drivers to project headcount. Pitfalls in the roadmapping process will be documented and suggestions for improvement will also be discussed. © 2009 Elsevier Inc. All rights reserved. 2018-09-13T06:29:16Z 2018-09-13T06:29:16Z 2009-10-01 Article Technological Forecasting and Social Change. Vol.76, No.8 (2009), 1055-1077 10.1016/j.techfore.2009.04.005 00401625 2-s2.0-69449089972 https://repository.li.mahidol.ac.th/handle/123456789/27355 Mahidol University SCOPUS https://www.scopus.com/inward/record.uri?partnerID=HzOxMe3b&scp=69449089972&origin=inward
institution	Mahidol University
building	Mahidol University Library
continent	Asia
country	Thailand Thailand
content_provider	Mahidol University Library
collection	Mahidol University Institutional Repository
topic	Business, Management and Accounting Psychology
spellingShingle	Business, Management and Accounting Psychology David Fenwick Tugrul U. Daim Nathasit Gerdsri Value Driven Technology Road Mapping (VTRM) process integrating decision making and marketing tools: Case of Internet security technologies
description	This paper presents a new approach to Technology Roadmapping by integrating marketing and decision methodologies. While much of the research into technology roadmapping has been applied to products that represent a one-time ROI to the manufacturer, current Internet technologies are resulting in web services that use an entirely different financial and business model of licenses and subscriptions. This paper addresses the software services applicability and documents a start-to-finish application of cross-discipline models and tools to form a real-life roadmap from market drivers to project headcount. Pitfalls in the roadmapping process will be documented and suggestions for improvement will also be discussed. © 2009 Elsevier Inc. All rights reserved.
author2	Portland State University
author_facet	Portland State University David Fenwick Tugrul U. Daim Nathasit Gerdsri
format	Article
author	David Fenwick Tugrul U. Daim Nathasit Gerdsri
author_sort	David Fenwick
title	Value Driven Technology Road Mapping (VTRM) process integrating decision making and marketing tools: Case of Internet security technologies
title_short	Value Driven Technology Road Mapping (VTRM) process integrating decision making and marketing tools: Case of Internet security technologies
title_full	Value Driven Technology Road Mapping (VTRM) process integrating decision making and marketing tools: Case of Internet security technologies
title_fullStr	Value Driven Technology Road Mapping (VTRM) process integrating decision making and marketing tools: Case of Internet security technologies
title_full_unstemmed	Value Driven Technology Road Mapping (VTRM) process integrating decision making and marketing tools: Case of Internet security technologies
title_sort	value driven technology road mapping (vtrm) process integrating decision making and marketing tools: case of internet security technologies
publishDate	2018
url	https://repository.li.mahidol.ac.th/handle/123456789/27355
_version_	1763487271620706304

Value Driven Technology Road Mapping (VTRM) process integrating decision making and marketing tools: Case of Internet security technologies

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