Innovation Roadmap for Customer Value-oriented Technology Forecasting: Case Concept Tire
Berlanga Zárate, José Raúl (2016)
Berlanga Zárate, José Raúl
2016
Master's Degree Programme in Business and Technology
Talouden ja rakentamisen tiedekunta - Faculty of Business and Built Environment
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Hyväksymispäivämäärä
2016-06-08
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:tty-201605264155
https://urn.fi/URN:NBN:fi:tty-201605264155
Tiivistelmä
There are many ways in which innovation can be sparked. Sometimes innovation can come from unforeseen events, coincidences and unexpected challenges, but most of the time, innovation is the result of hard, diligent and systematic work. However, the typical way to forecast technology forgets a critical element, the value a technology may bring to the customer. This is not a surprise, since technology is usually forecasted by experts who focus on their particular area of expertise, which is technology. Under these circumstances technology is forecasted for the sake of technology alone, resulting in cases of technology push, as opposed to what could be a more natural market pull.
The objective of this report is to challenge the common notion of technology forecasting by integrating inexperienced individuals with a view for customer perceived value, to an activity which is commonly carried out by experts, in a purely technological environment. The purpose of this approach is to complement the current existing literature of technology forecasting. To understand the implications of what such a model could imply, some of its features are analyzed through a case, the concept tire. This project was as a part of the Demola network. This project was done with a tire manufacturer, and it had the concrete purpose of using inexperienced individuals during technology explorations, which would later be implemented into the regular forecasting activities.
The final outcome of this thesis is a thorough new framework by the name of innovation roadmap. Nowadays all of the main processes of a company are customer-oriented and technology forecasting should be no different. The customer-first approach to technology forecasting may be able to give new insight that could bridge the forecasting gap between technology and customers. This study shows that customer-oriented technology exploration performed by inexperienced individuals can be effective and yield truly valuable results.
The objective of this report is to challenge the common notion of technology forecasting by integrating inexperienced individuals with a view for customer perceived value, to an activity which is commonly carried out by experts, in a purely technological environment. The purpose of this approach is to complement the current existing literature of technology forecasting. To understand the implications of what such a model could imply, some of its features are analyzed through a case, the concept tire. This project was as a part of the Demola network. This project was done with a tire manufacturer, and it had the concrete purpose of using inexperienced individuals during technology explorations, which would later be implemented into the regular forecasting activities.
The final outcome of this thesis is a thorough new framework by the name of innovation roadmap. Nowadays all of the main processes of a company are customer-oriented and technology forecasting should be no different. The customer-first approach to technology forecasting may be able to give new insight that could bridge the forecasting gap between technology and customers. This study shows that customer-oriented technology exploration performed by inexperienced individuals can be effective and yield truly valuable results.