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 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.