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

Issued Date

2009-10-01

Resource Type

Article

ISSN

00401625

DOI

10.1016/j.techfore.2009.04.005

Other identifier(s)

2-s2.0-69449089972

Rights

Mahidol University

Rights Holder(s)

SCOPUS

Bibliographic Citation

Technological Forecasting and Social Change. Vol.76, No.8 (2009), 1055-1077

Suggested Citation

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. Technological Forecasting and Social Change. Vol.76, No.8 (2009), 1055-1077. doi:10.1016/j.techfore.2009.04.005 Retrieved from: https://repository.li.mahidol.ac.th/handle/20.500.14594/27355

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Thesis

Title

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

Author(s)

David Fenwick
 Tugrul U. Daim
 Nathasit Gerdsri

Other Contributor(s)

Portland State University
 Mahidol University

Abstract

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.

Keyword(s)

Business, Management and Accounting
 Psychology

Availability

URI

https://repository.li.mahidol.ac.th/handle/20.500.14594/27355

Collections

Scopus 2006-2010