%0 Journal Article
%T Design Roadmapping in an Uncertain World: Implementing a Customer
%A Alice Agogino
%A Euiyoung Kim
%A Sara L. Beckman
%J California Management Review
%@ 2162-8564
%D 2018
%R 10.1177/0008125618796489
%X Technology is rapidly changing, and customers are seeking not just products and services but experiences. Traditional approaches to strategic planning using product and technology roadmaps are no longer sufficient. This article describes the emergence of what the authors call ˇ°design roadmappingˇ± approaches that are grounded in the creation of customer experiences, and which drive the choices of features, functionality, and technology. Design roadmapping provides stability for the future, even as technologies are changing, and keeps organizations more focused on the customers they are serving
%K strategic planning
%K technological change
%K new product management
%K portfolio management
%K product design
%K design roadmap
%K customer experiences
%K VUCA
%U https://journals.sagepub.com/doi/full/10.1177/0008125618796489