Strategic Product Planning - The Enlightenment - An explorative mapping of formal processes within Nordic-based industrial companies

Sep 12, 2026

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Strategic Product Planning (SPP) is examined as a continuous decision process linking market demand to R&D capabilities and future business goals. The thesis investigates how Nordic-based industrial companies organize SPP, align demand with R&D, and evaluate product portfolios, supported by eight contextual factors. Data from 36 reference points collected through structured and semi-structured telephone interviews shows common planning practices, typical performance measures, and portfolio evaluation approaches, while highlighting the lack of formal balancing processes.

LanguageEnglish

CategoryPresentations

FormatPDF

Pages93

Reading Time33 min

AccessFree to download

Acknowledgements

Notes

Note 1

Note 2

Note 3

Strategic Product Planning (SPP)

Data collection and study approach

Key findings on SPP organization and portfolio evaluation

Strategic Product Planning – The Enlightenment An explorative mapping of formal processes within Nordic-based industrial companies Master of Science Thesis in the Master’s Degree Programs Management and Economics of Innovation, and Supply Chain Management KRISTOFFER CLAESSON DANIEL LOVENBÄCK Department of Technology Management and Economics Division of Innovation Engineering and Management CHALMERS UNIVERSITY OF TECHNOLOGY Göteborg, Sweden, 2012 Report No. E 2012:075 MASTER’S THESIS E 2012:075 Strategic Product Planning – The Enlightenment An explorative mapping of formal processes within Nordic-based industrial companies KRISTOFFER CLEASSON DANIEL LOVENBÄCK Tutor, Chalmers: Magnus Holmén Tutor, Triathlon: Martin Karlsson & Peter Bengtsson Department of Technology Management and Economics Division of Innovation Engineering and Management CHALMERS UNIVERSITY OF TECHNOLOGY Göteborg, Sweden 2012 Strategic Product Planning – The Enlightenment – An explorative mapping of formal processes within Nordic-based industrial companies © Kristoffer Claesson, Daniel Lovenbäck, 2012 Master’s Thesis E 2012:075 Department of Technology Management and Economics Division of Management and Economics of Innovation Chalmers University of Technology SE-412 96 Gothenburg, Sweden Telephone: + 46 (0)31-772 1000 Chalmers Reproservice Gothenburg, Sweden, 2012 Since this master’s thesis, carried out during the spring of 2012, has been one of the largest academic projects conducted by us up until this date it has been both challenging and inspiring. It has been a major step in finalizing our studies within the area of Industrial Engineering and Management at Chalmers University of Technology. During our work with the master’s thesis we have had the privilege to receive valuable input and guidance from multiple sources in our effort to finalize thereport, and we are grateful for each and every one of them. Firstly we would like to thank our supervisor at Chalmers University of Technology, Magnus Holmén, for his support during this thesis. He has provided us with valuable input and constructive criticism when needed, and we appreciate every meeting we have had. We would also like to thank our supervisors at Triathlon, Martin Karlsson and Peter Bengtsson, for their guidance and feedback provided. We have also had the ability to receive feedback from industry senior advisor within the ISEA group, which has been highly helpful. In addition to these special acknowledgements we would also like to show our appreciation to all the employees at Triathlon for their positive and encouraging attitude, as well as towards all the people and companies that have given us their time and energy to participate in the study. Gothenburg, June 2012 Kristoffer Claesson and Daniel Lovenbäck Note 1: The initiator of this master’s thesis was Triathlon Consulting Group, hereafter referred to as Triathlon. Triathlon is a management consultancy firm serving large, multinational, industrial clients based in the Nordic region. The firm focuses on management issues within the areas strategy, operations, and finance. (Triathlon, 2012) Note 2: Input and feedback on this master’s thesis has also been provided by ISEA, Industry Senior Advisors, an organization consisting of a large number of executives and experts in the late stage of their careers. ISEA has direct access to senior expertise in many areas through its partners and through individual associate memberships. (ISEA, 2012) Note 3: The investigated companies in this master’s thesis include: ABB, Alfa Laval, Arkivator, Astra Tech, AstraZeneca, Atlas Copco, Atlet, Electrolux, Ericsson, ESAB, Fläkt Woods, Gambro, Getinge, Geveko, GGP Sweden, Höganäs, Kemira kemi, Mölnlycke Health Care, Plastal, Saab Group, SCA, Scania, SKF, Sony, Swegon, Thule, Volvo Aero, Volvo Buses, Volvo Cars, Volvo Construction Equipment, and Volvo Trucks. In addition to the mentioned companies a number of

FAQs

What is the focus of this thesis on Strategic Product Planning (SPP)?

The thesis analyzes how SPP is conducted in Nordic-based industrial companies by examining how firms organize the process, align market demand with R&D capability, and evaluate their product portfolios.

How was the data collected for the study?

Data were collected from 36 reference points through structured and semi-structured telephone interviews, after an explorative pre-study using literature, industry expert consultations, and interviews with representative companies.

How do companies typically evaluate their SPP performance and portfolios?

Companies commonly use success and accuracy of products and projects as performance measures, and evaluate portfolios with financial parameters, strategic fit, and customer/market-oriented parameters.

Sep 12, 2026

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