Title: Technological threats and opportunities identification and technological roadmap as tools to improve the portfolio of technological projects
Authors: Eduardo Vasconcellos; Dieter Wahler; Josué O. Monterossi; Marcos A.C. Bruno
Addresses: University of Sao Paulo, Av. Prof. Luciano Gualberto 908, Sao Paulo, SP, 05508-900, Brazil ' Wahler Group, Hindenburgstraße 146, D73730 Esslingen/Neckar, Germany ' Wahler Brazil, Av. Comend. Leopoldo Dedini 310, Piracicaba, SP, 13422-210, Brazil; Wahler USA, 13163 Otterson Court, Livonia, Michigan 48150, USA ' University of Sao Paulo, Av. Prof. Luciano Gualberto 908, Sao Paulo, SP, 05508-900, Brazil
Abstract: An appropriate R&D portfolio is essential to the success of a technology plan. This article develops a conceptual model, based on the literature, to identify technological threats and opportunities utilising several sources: customers, competitors, suppliers, new entrants, universities, government regulations and policies, infrastructure and environment. The data from these sources was used to evaluate and improve the R&D portfolio generating new projects. Information obtained from the sources was also useful to design a technological roadmap which helped to generate additional R&D projects. The case method was utilised. The framework was applied to the Brazilian subsidiary of Wahler, a German company of the automotive sector. Results showed that the methodology was useful to redesign the R&D portfolio. Initially there were 75 projects, 21 were discontinued and 20 new projects were added. However, conclusions have to be further tested due to the limitations of the case method.
Keywords: technology planning; technology strategy; technology roadmap; technological threats; technological opportunities; R&D portfolio; research and development; threat identification; opportunity identification; conceptual modelling; automotive technology; automobile industry; Brazil; Germany.
International Journal of Automotive Technology and Management, 2014 Vol.14 No.1, pp.25 - 45
Published online: 18 Dec 2013 *Full-text access for editors Access for subscribers Purchase this article Comment on this article