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Why traditional product roadmaps fail in dynamic markets: global insights

  • Context: Companies that operate in the software-intensive business are confronted with high market dynamics, rapidly evolving technologies as well as fast-changing customer behavior. Traditional product roadmapping practices, such as fixed-time-based charts including detailed planned features, products, or services typically fail in such environments. Until now, the underlying reasons for the failure of product roadmaps in a dynamic and uncertain market environment are not widely analyzed and understood. Objective: This paper aims to identify current challenges and pitfalls practitioners face when developing and handling product roadmaps in a dynamic and uncertain market environment. Method: To reach our objective we conducted a grey literature review (GLR). Results: Overall, we identified 40 relevant papers, from which we could extract 11 challenges of the application of product roadmapping in a dynamic and uncertain market environment. The analysis of the articles showed that the major challenges for practitioners originate from overcoming a feature-driven mindset, not including a lot of details in the product roadmap, and ensuring that the content of the roadmap is not driven by management or expert opinion.

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Author of HS ReutlingenTrieflinger, Stefan; Münch, Jürgen
Erschienen in:Product-Focused Software Process Improvement : 23rd International Conference, PROFES 2022, Jyväskylä, Finland, 21–23 November 2022, proceedings (Lecture notes in computer science ; 13709)
Place of publication:Cham
Document Type:Conference Proceeding
Year of Publication:2022
Tag:UX; agile methods; product management; product roadmap
Page Number:8
First Page:382
Last Page:389
DDC classes:004 Informatik
Open Access?:Nein
Licence (German):License Logo  Lizenzbedingungen Springer