technology strategy

Strategic product planning and strategic technology planning is more important than ever. This planning is based upon the anticipation of market and technology developments. The article shows how new technologies are taken up and how they can be combined to coherent technology strategies. These help the companies to further develop the product range and to position themselves advantageously in the competition of tomorrow. A consistent example from the automotive lighting engineering underlines the high feasibility of the methodology.

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.