Ritsumeikan Asia Pacific University

Dr. Robert Phaal (Centre for Technology Management, University of Cambridge, Senior Researcher) gives a lecture at a RCAPS Seminar:

On Wednesday, March 3, 2010, Dr. Rob PHAAL, a Senior Research Associate at the University of Cambridge Centre for Technology Management, delivered an RCAPS Seminar under the theme of "Strategic Roadmapping – Aligning technology, products and markets for strategy and innovation".

At the invitation of APM Professor NAMBA Masanori, Dr. PHAAL delivered a detailed presentation on strategic roadmapping and their applications for businesses and organisations.

Dr. PHAAL illustrated the function of roadmaps as a "lens that provides a common visual language for strategy and innovation". Combining the perspectives of all stakeholders including commercial, developmental, technological and governmental, roadmaps seek to provide a clear visual "map" to help a business, organisation or sector successfully navigate its way through developmental obstacles and open the path to "where the company or organisation wants to be". After a brief look at the history of roadmaps, Dr. PHAAL described the four essential ingredients to successful roadmapping as, "getting lots of post-it notes, pens, a big chart to write on, and most importantly, all the right people in the same room at the same time". He then presented a few examples of current roadmaps being employed by Panasonic, Sony and the British Ministry of Defense. In the second half of the seminar he introduced current research underway in the field of roadmapping including their use as a means to navigate the process of industrial emergence. Using the example of the development and commercialization of the digital camera, Dr. PHAAL suggested that by "understanding the dynamics of industrial emergence, we can gain a better understanding of how to successfully navigate the Death Valley* stage of the science-to-industry trajectory". The seminar was well received by the large audience including local businessmen who took advantage of the opportunity to hear from an authority in the field of strategic roadmapping. *Death Valley A term used in venture capital and refers to the period of time from when a startup firm receives initial capital input from investors etc, to when it begins generating revenues. During the Death Valley many firms fail due to being unable to overcome this difficult time of insufficient funds before income reaches predicted levels. 

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