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Article

Roadmapping in fast changing environments – the case of the Russian media industry

Roadmapping is a useful instrument for developing strategic measures. Despite the importance of customizing roadmaps to firm/industry specific managerial needs and environmental conditions, the existing literature has focused on the simplified roadmapping process. Little attention has been paid to the customization of roadmaps. Our proposed methodological approach, suggested through a case study, brings together several targeted roadmaps and integrates them into one overarching roadmap — the umbrella roadmap as a new flexible systemic tool. The integrated umbrella roadmap delivers a framework of the industry/company's overall expectations (trends, etc.), whereas targeted roadmaps focus on local targets for a specific product/technology.