Innovation and Ontologies

60 Roadmap for the Fuzzy Front End
Search Characteristics
Area of Observation
Observation
by Hazard
open &
continuous
set indirectly by
activities of
staff
Participants by hazard
Steering of Process
Suggested Methods
specific
collection of
coincidental
observations
databases,
idea workshops,
competitions
Technology Observation
Searching
Observation
open & temporary
active search for
technologies
which will be
relevant in the
future
e.g. participants of
a workshop
e.g. recurrent
strategy
workshops
brainstorming,
roadmaps,
scenarios,
analogies,
morphological box
Compulsory
Observation
defined &
continuous
defined – with
iterative
redefinition
person responsible
for observation
definition of
content and
communication of
observation
patent analysis,
bibliometrics,
literature analysis
Technology
Studies
temporary & defined
set by project task
project team
project management
patent analysis, trend
extrapolation, cost
benefit analysis,
analogies, scenario
mapping, literature
analysis,
bibliometrics
table 13 Types of technology observation (based on Kobe, 2003)
Areas of technology observation change continuously due to changes in the environment, the
actual strategic impact of the observed technology and the resources the firm has in the
meantime acquired.
2.2.3.2 Document Analysis
Document analysis is a part of technological forecasting (Herstatt & Luethje, 2005). However,
this method is described separately as it can also be applied by smaller companies can apply that
are not able to run a holistic technology observation.
Document analysis or bibliometrics implies the perusal (and statistical analysis) of different kinds of
documents; it pursues the goal to collect information on weak signals concerning technologies
and their application (Herstatt & Luethje, 2005). Thereby, two kinds of documents can be
distinguished: (technical) scientific publications and patents. The following table juxtaposes them.