Development of an integrated product-service roadmap with QFD A case study on mobile communications

Purpose - The purpose of this paper is to provide a concrete integrated roadmap structure and a supporting tool for efficient roadmapping, to enhance interdisciplinary research on product-service. Design/methodology/approach - The paper first clarifies definitions based on literature review. Next, the integrated roadmap structure is designed by overcoming limitations of the existing product-service roadmaps. Lastly, a modified quality function deployment technique is developed to be used as a means for the integration process and applied to the mobile communications industry for the case study. Findings - The suggested roadmap and roadmapping process have potential advantages that can help strategic planning and management of product-service. Research limitations/implications - There are issues related to complexity of the suggested technique and completeness of the case study. Practical implications - The suggested approach stimulates communication and knowledge sharing between manufacturers and service providers, providing a useful guidance to picture the long-term future from the same perspective. Originality/value - The paper provides a holistic approach on the development of the product-service sets, which is characterized by many challenges and uncertainties.