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The Concept of ‘Roadmapping Service’: Exploring Customer Perspectives of Roadmapping through the Service Lens

Published online by Cambridge University Press:  26 July 2019

Maicon Gouvea Oliveira*
Affiliation:
Federal University of Alfenas;
Michele Routley
Affiliation:
University of Cambridge;
Robert Phaal
Affiliation:
University of Cambridge;
Glauco Henrique Sousa Mendes
Affiliation:
Federal University of Sao Carlos
*
Contact: Oliveira, Maicon Gouvea University of Cambridge Institute for Manufacturing United Kingdom maicongdo@outlook.com

Abstract

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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.

Type
Article
Creative Commons
Creative Common License - CCCreative Common License - BYCreative Common License - NCCreative Common License - ND
This is an Open Access article, distributed under the terms of the Creative Commons Attribution-NonCommercial-NoDerivatives licence (http://creativecommons.org/licenses/by-nc-nd/4.0/), which permits non-commercial re-use, distribution, and reproduction in any medium, provided the original work is unaltered and is properly cited. The written permission of Cambridge University Press must be obtained for commercial re-use or in order to create a derivative work.
Copyright
© The Author(s) 2019

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