Value Co-Creation Roadmapping with Stakeholders for Creating Innovative Technologies

Roadmapping is widely used as a collaborative management tool for innovation planning; however, how stakeholders co-create value throughout the roadmapping process remains insufficiently evidenced and operationalized. Drawing on service-dominant (S-D) logic and stakeholder integration, this study examines how stakeholders co-create value in planning innovative technologies through a roadmapping process. We conducted an interpretive single-case study in a technology-oriented organization using seven facilitated workshops with 36 stakeholders, and analyzed workshop artefacts, facilitator notes, and follow-up communications captured via collaboration platforms. The findings show that stakeholder value co-creation is enacted through recurring interaction patterns observed across W1–W7 and across initiation, development, and integration, supported by collaboration platforms that enable continuity, transparency, and traceability from early ideation to integrated roadmap outputs. This study contributes an empirically grounded, traceable process model linking S-D logic to roadmapping practice and provides actionable guidance for organizations orchestrating stakeholder participation in innovation planning.