|Incremental extension of existing in-house technology||Technology & advanced development competencies are available,
complementary technologies exist.
|Modest extension of existing specifications & performance requirements|
|Incremental extension of outside technology||Technology competency not available. Advanced development competency & complementary technologies are available.||Major extension of specifications / performance|
|New technology, feasibility demonstrated||Technology competency & complementary technologies are available.
Advanced development competency is not.
|New specification in a new domain|
|New technology, feasibility NOT demonstrated||Technology or advanced development competencies are available elsewhere.
Complementary technologies not available.
|Some specifications unknown or unknowable|
|New invention, not reduced to practice||Neither technology & advanced development competencies nor
complementary technologies are available anywhere.
|No specification known|
|Value chain is available within the company||Product is best in class for all attributes||Company is currently in the market|
|Major elements of the company’s value chain must be developed||Product is best for some attributes, but not all||Company has contact with customers, but is not in the market|
|Company value chain is broken, many elements not available||Product offers advantages in one or two attributes||Company is active in a closely related market|
|No value chain elements exist within the company||Product has same profile as competitors||Market exists, but only as a “niche” market. Business model not established|
|Critical value chain elements do not exist anywhere||Product offers advantages in one or two attributes, but is worse in all others||Market & business model do not exist|