DEVELOPING A PRODUCT
INNOVATION AND
TECHNOLOGY STRATEGY
Conrad Bartels Daal
Contents

Method
Origin
 Purpose


Authors
Dr. Robert G. Cooper
 Scott Edgett




Main phases
Process-Delivery Diagram
Example
Select Strategic Arenas
 Strategic Bucket method

Method - Origin
Innovation
Management
Technology
Strategy
Product
Innovation
and
Technology
Strategy
Innovation Management

The path from idea to market goes through three distinct
stages (Verloop, 2006):
 Generating and conceptualizing ideas
 Developing and demonstrating the concepts
 Investing to extract the value from the market place
Technology Strategy

The core of a company is not the product that it has
or the markets it serves, rather what is knows and
what it can do (David, 1998). Technology strategy
centers on this knowledge and abilities.
Method - Purpose





Specifies the goals and objectives of the business’s
total product innovation effort
Indicates the role that product innovation will play in
helping the business achieve its objectives
Research new market/products that the company
can operate profitable in
Allocate and commit resources to new product
innovation efforts
Map out major development initiatives for a
strategic view of future developments
Authors

Two authors
 Dr.
Robert G. Cooper
 Scott Edgett

Method created by:
Authors - Dr. Robert G. Cooper


Dr. Robert G. Cooper
. Dr. Robert G. Cooper is a retired
Professor and co-founder of the
Product Development Institute and
Stage-Gate Inc.
Cooper is an acknowledged global
expert, with over 100 articles and
six books published in the field of
innovation management
Authors - Scott Edgett


Scott Edgettdrop
Scott Edgett is CEO and
co-founder of the Product
Development Institute and
Stage-Gate Inc.
He is a specialist with
over 60 published
articles and six books in
new product
development and
portfolio management
Main Phases
Process-Delivery Diagram
5 main activities
Product Innovation and Technology
Strategy consists of:
• Product Innovation Goals,
Objectives and Role
• Product-Market Matrix
• Strategic Map
• Strategic Focus List
• Attack and Entry Strategies
• Strategic Bucket Map
• Strategic Product Roadmap
• Project Portfolio
Activity – Select Strategic Arenas
Example – Product-Market Matrix
Market/Product
Mobile users
Data synchronization
Cloud computing
Integration of services
X
X
X
Home users
Mobile and Home Users
X
X
X
X
Example – Strategic Map
Strategic Map
10
9
Data synchronization
8
Cloud Computing
Area Attractiveness
7
6
5
Personal Mobile Statements
4
Integration of services
3
2
Data accounts
1
0
0
1
2
3
4
5
Business Strength
6
7
8
9
10
Activity - Strategic Bucket Method
Strategic Bucket Map
(Cooper & Edgett, 2010).
References



Cooper, R. G., & Edgett, S. J. (2010). Developing a
product innovation and technology strategy for your
business. Research Technology Management, 53 (3),
33-40.
David, F. (1998). Develop Your Technology
Strategy. Long Range Planning, 11 (5), 88-95.
Verloop, J. (2006). Insight in Innovation Managing
innovation by understanding the Laws of Innovation.
The Hague: Elsevier B.V.
Questions