Contents
Method Origin Purpose
Authors Dr. Robert G. Cooper Scott Edgett
Main phases Process-Delivery Diagram Example
Select Strategic Arenas Strategic Bucket method
Method - Origin
Product Innovation
and Technology Strategy
Innovation Managem
ent
Technology Strategy
Innovation Management
The path from idea to market goes through three distinct stages (Verloop, 2006): Generating and conceptualizing ideas Developing and demonstrating the
concepts Investing to extract the value from the
market place
Technology Strategy
The core of a company is not the product that it has or the markets it serves, rather what is knows and what it can do (David, 1998). Technology strategy centers on this knowledge and abilities.
Method - Purpose
Specifies the goals and objectives of the business’s total product innovation effort
Indicates the role that product innovation will play in helping the business achieve its objectives
Research new market/products that the company can operate profitable in
Allocate and commit resources to new product innovation efforts
Map out major development initiatives for a strategic view of future developments
Authors - Dr. Robert G. Cooper
Dr. Robert G. Cooper
. Dr. Robert G. Cooper is a retired Professor and co-founder of the Product Development Institute and Stage-Gate Inc.
Cooper is an acknowledged global expert, with over 100 articles and six books published in the field of innovation management
Authors - Scott Edgett
Scott Edgettdrop
Scott Edgett is CEO and co-founder of the Product Development Institute and Stage-Gate Inc.
He is a specialist with over 60 published articles and six books in new product development and portfolio management
Process-Delivery Diagram
5 main activities
Product Innovation and Technology Strategy consists of:• Product Innovation Goals,
Objectives and Role• Product-Market Matrix• Strategic Map• Strategic Focus List• Attack and Entry Strategies• Strategic Bucket Map• Strategic Product Roadmap• Project Portfolio
Example – Product-Market Matrix
Market/Product Data synchronization Cloud computing Integration of services
Mobile users X X X
Home users X
Mobile and Home Users X X X
Example – Strategic Map
0 1 2 3 4 5 6 7 8 9 100
1
2
3
4
5
6
7
8
9
10
Data accounts
Personal Mobile Statements
Integration of services
Cloud Computing
Data synchronization
Strategic Map
Business Strength
Are
a A
ttra
cti
veness
References
Cooper, R. G., & Edgett, S. J. (2010). Developing a product innovation and technology strategy for your business. Research Technology Management, 53 (3), 33-40.
David, F. (1998). Develop Your Technology Strategy. Long Range Planning, 11 (5), 88-95.
Verloop, J. (2006). Insight in Innovation Managing innovation by understanding the Laws of Innovation. The Hague: Elsevier B.V.