Autor: Jens Schröder

As a result of the free market economy in the global environment, in almost any branch more products are offered than needed. Due to this overcapacity, companies enter a price war with corresponding declining profit margins. By differentiation, a company can escape this so-called price spiral. This article argues that companies can formulate their technological strategy with the help of technology roadmapping by differentiating themselves from their competitors.

New technologies are often drivers of structural change, which in many cases leads to profound organizational and infrastructural changes in industry and within the enterprises. The aim of business action is to be versatile. That means that enterprises should play the role of the main actor of change instead of reacting only. The technology calendar described in this article is a strategic planning instrument. With this instrument it is possible to gain an overview about technologies available now and in future. From the confrontation of the product spectrum that can be manufactured in future and the technologies available in future, the necessary organizational and infrastructural measures, which result as consequence from the technological change, can be initiated. This way the planning of business change becomes possible.