Development of an integrated product‐service roadmap with QFD

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 prov...