“A technology–market road map is based on the results of: Market analysis A technology scan Product assessment. Market analysis looks from the outside-in and is carried out to identify new and long-term demands of customers. The results provide an overview of the new demands and the added value created by the firm(s). A technology scan looks from the inside-out and identifies the possible and likely new technologies. The product assessment also looks from the inside-out, and compares the product portfolio with other products available. The technology scan and the product assessment together provide an overview of the differences and possibilities for new products.”