Timing is of strategic importance in catching opportunities and leveraging technological interventions. Timing is also crucial when new products are ready to launch. Being among the first can make a large difference in sales and market share. In between the initiation and the launch, different 'roads' lead to the creation of different products and services.

The pacing and synchronizing of "technology forecast," "market encounter" and "product evolution" plans are major challenges. A roadmap structures and supports these cross-communication dialogues. The key insights for innovation...