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Product roadmapping processes for an uncertain market environment: a grey literature review

  • Context: Currently, most companies apply approaches for product roadmapping that are based on the assumption that the future is highly predicable. However, nowadays companies are facing the challenge of increasing market dynamics, rapidly evolving technologies, and shifting user expectations. Together with the adaption of lean and agile practices it makes it increasingly difficult to plan and predict upfront which products, services or features will satisfy the needs of the customers. Therefore, they are struggling with their ability to provide product roadmaps that fit into dynamic and uncertain market environments and that can be used together with lean and agile software development practices. Objective: To gain a better understanding of modern product roadmapping processes, this paper aims to identify suitable processes for the creation and evolution of product roadmaps in dynamic and uncertain market environments. Method: We performed a Grey Literature Review (GLR) according to the guidelines from Garousi et al. Results: 32 approaches to product roadmapping were identified. Typical characteristics of these processes are the strong connection between the product roadmap and the product vision, an emphasis on stakeholder alignment, the definition of business and customer goals as part of the roadmapping process, a high degree of flexibility with respect to reaching these goals, and the inclusion of validation activities in the roadmapping process. An overall goal of nearly all approaches is to avoid waste by early reducing development and business risks. From the list of the 32 approaches found, four representative roadmapping processes are described in detail.

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Author of HS ReutlingenTrieflinger, Stefan; Münch, Jürgen; Schneider, Jan; Bogazköy, Emre; Eißler, Patrick
Erschienen in:Lean and agile software development : 5th International Conference, LASD 2021, Virtual Event, January 23, 2021, Proceedings
Place of publication:Cham, Switzerland
Editor:Adam Przybyłek, Jakub Miler, Alexander Poth, Andreas Riel
Document Type:Conference proceeding
Publication year:2021
Tag:UX strategy; agile methods; product management; product roadmap; product roadmapping; product strategy
Page Number:19
First Page:111
Last Page:129
DDC classes:004 Informatik
Open access?:Nein
Licence (German):License Logo  In Copyright - Urheberrechtlich geschützt