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Purpose  The purpose of this paper is to present an approach to start industry–university (I-U) collaboration through a stepped process aimed at building a portfolio of research and development (R&amp;D) projects.    Design/methodology/approach  It devises from an 18-month action-research program held between a multinational automotive manufacturer and the a top-ranked Brazilian university.    Findings  The three-stage R&amp;D shared portfolio methodology results from a combined application of quality function deployment-like correlation matrices and roadmapping. A first matrix tackles industry interests and correlates product performance dimensions and components to reveal broad research areas of interest. A second matrix correlates research areas and engineering competences, highlighting the types of the required know-how from the university standpoint. Thirdly, academic experts help to fill a roadmap-like layer with possible collaborative R&amp;D deliverables over time.    Research limitations/implications  Since the study lies on a single experience, extensions to other contexts should be made with care. However, the proposal offers robust rationale and a set of supporting tools to nurture new applications.    Practical implications  Theoretical and methodological reflections help managers tackling the long-standing problem of setting a shared R&amp;D agenda.    Originality/value  Literature on I-U collaboration tends or to over-emphasize the role of technology transfer offices in promoting the partnerships or to seek implications for public policy. This research offers a valuable approach to build shared R&amp;D project portfolio from a managerial viewpoint, filling an academic gap and offering guidance for managers in both sides.

Setting the three-stage R&D shared portfolio methodology: an innovative approach to industry–university collaboration