Involving Customers in the Product Development Process through Quality Function Deployment Framework

J.R. Sharma*, A.M. Rawani**
*Faculty Department of Mechanical Engineering,M. P Institute of Engineering &Technology(MIETI, Gondlo(M S), Indio.
Periodicity:June - August'2007
DOI : https://doi.org/10.26634/jmgt.2.1.364

Abstract

To stay competitive and lead the market, a company needs to be responsive to changing customer demands and moves from their competitors. The success of new products is determined particularly by the extent to which the producer succeeds in developing products that meet consumer demands. This implies that product development has to be fast in order to incorporate the latest trends in the product. Over the last few years an impressive body of research has accumulated on the topic of product development and the purpose of this article is to synthesize and analyze that literature in order to assess the research progress in the area and also to assess our understanding of involving users in the development process.

In this paper, an attempt is made not only to analyze existing models of Product Development but also introduces an integrated concept and methodology - the Customer Driven Product Development through Quality Function Deployment - to address these issues. The paper is composed of Product Development background, related literature review and list of steps for model development. The concepts presented in this paper are not yet widely practiced. Ample opportunity exists for additional empirical research in and calibration to specific settings. Nevertheless, this work integrates several theories and practices into a useful framework.

Keywords

Customer, User Requirements, Product Development, QFD

How to Cite this Article?

J.R. Sharma and A.M. Rawani (2007). Involving Customers in the Product Development Process Through Quality Function Deployment Framework. i-manager’s Journal on Management, 2(1), 19-35. https://doi.org/10.26634/jmgt.2.1.364

References

[1]. Andreasen M.M. & Hein L., (1987), "Integroted Product Development" IFS Publicotions Lfd., Springer Verlog, London,
[2]. Atuahene-Gima K., (1995), "An explorotory onalysis of the impoct of morket orientotion on new product performonce," Journol of Product Innovotion Monogemenf, I 2, 275-293
[3]. Baker, Michael & Hart, S. , (1988), "Product Strotegy & Monogement," Prentice HoII, UK.
[4].lemons & Wim G . , (199 I ), "User ond Third Party Involvement in Developing Medico! Equipment Innovotions," Technovotion, Amsterdom, I I (3), 163-183.
[5]. Blessing L., (2002), "Whot is this thing coiled Design Reseorch?," Annols of 2002 internotionol CIRP Design Seminor, Hong Kong
[6]. Blessing L., (2003), "What is this thing called Design Reseorch?," Proceeding of I 4~ Internotionol Conference on Engineering Design, ICED 03, August, ICED 03, Stockholm.
[7]. Bont de C.J.RM., (1996), "Consumer evoluotion of early product-concepts," Ph,D. thesis, Delft: Technical University of Delft.
[8]. Bower J.L. & Hout T.M. , (19 88), "Fost Cycle Copobility for Competitive Power" , Horvord Business Review, 66 (Nov- Dec), 1 I 0-1 I 8 .
[9]. Braha D. & Maimon O. , (I 99 7), "The Design Process: Properties, Porodigms ond Structure," IEEE Tronsoctions on Systems, Mon, Cybernetics, 27 (2), 146-166 .
[10]. Brown S.L. & Eisenhardt K.M., (1995), "Product development: Post reseorch, present findings, and future directions," Acodemy of Monogement Review, 20(2), 343-378.
[I I ]. Browning T.R. & Eppinger S.D., (2002), "Modeling Impocts of Process Architecture on Cost ond Schedule Risk in Product Development" IEEE Tronsoctions on Engineering Monogement, 49 (4).
[I 2]. Buur J. & Nielsen R, (1995), "Design for Usobility - Adopting Humon Computer Interoction Methods for the Design of Mechonicoi Products," Proceedings of the I 0'h Internotionol Conference on Engineering Design, Progue, 952-957.
[13]. Carroll J.M., (1995), "Scenorio-Bosed Design: Envisioning Work ond Technology in System Development" John Wiley & Sons Inc,, NewYork.
[I 4]. Ciccantelli S. & Magidson J., (1993) "From experience: consumer ideolized design-involving consumers in the PDP," Journol of Product Innovotion Monogement, 341 -347.
[I 5]. Clark K. , (19 89), "Whot Strotegy Con Do For Technology", Horvard Business Review, 67 (Nov-Dec), 94 98.
[I 6]. Clarkson J. & Keates S. , (2001), "Towords on Inclusive Design Approoch: A Cose Study of Exclusion," Proceedings of the I 3th Internotionol Conference on Engineering Design, ICED-2001, Glosgow.
[I 7]. Cooper R.. , (1 993), "The Rework Cycle: Benchmarks for the Project Monoger," Project Monogement Journoi, 24 ( I ), 1 7-21 .
[I 8]. Cooper R., (1999), "From Experience The Invisible Success Foctors in Product Innovotion," Journol of Product Innovotion Monogement, I 6, I I 5- I 33.
[I 9]. Cooper R. & Kleinschmidt E. , (I 990), "New Products: The Key Factors in Success," American Marketing Association, Chicago.
[20]. Cooper R. & Kleinschmidt E. , (1995), "Benchmarking the Firm's Critical Success Factors in New Product Development," Journal of Product innovation Management. 12, 374-391 .
[2 I ]. Cooper R. & Kleinschmidt E., (1991), "New product processes at leading industrial firms," Industrial Marketing Management, 20, 137-147
[22]. Cooper R., (I 9S3), "A process model for industrial new product development" IEEE Transactions on Engineering Management, 30(1), 2- I I .
[23]. Crawford C. , (I 9S0), "Defining the Charter for Product Innovation", Sloan Management Review, 22 (Fall), 3- I 2
[24]. Cristiano, John J., Liker, Jeffery K. & White III, Chelesa (2000), "Customer-Driven Product Development through Quality Function Deployment in the U.S. and Japan," Journal of Product Innovation Management, 17 (4), 286-308.
[25]. Dahan E. & Hauser J.R., (2002), "Product development: managing a dispersed process," In B.A. Weitz & R, Wensley (Eds.), Handbook of Marketing, London: Sage, 179-222.
[26]. Dolan R and Matthews J., (1993), "Maximizing the Utility of Customer Product Testing: Beta Test Design and Management," Journal of Product innovation Management, I 0 (4), 318-330.
[27]. ENDREA (2001 ), ENDREA Nomenclature, ENDREA-22, Linko" ping
[28]. Foxhall G.R. & Tierney J.D., (1964), "From CAP I to CAP 2: User-initiated innovation from the User's Point of View," Management Decision, 22 (5), 3-15,
[29]. Friedman Y., (I 971), "Information Processes for Participatory Design," In: Cross (ed,), Design Participation, Proceedings of the Design Research Society's Conference, Manchester; Sep., 45-50
[30]. Fulton Suri, J. And Marsh, M. (2000), Scenario building as an ergonomics method in consumer product design, Applied Ergonomics, Vol. 31, pp. 151-157
[31]. Goldratt, E. M. , Critical Chain, The North River Press, Great Barrington, MA, 1997.
[32]. Gomory (I 9S9), "From the 'Ladder of Science' to the Product Development Cycle" , Harvard Business Review, 67 (November-December), 99- I 05.
[33]. Gould, J. D. (1995), How to Design Usable Systems, in: Baecker, Grudin, Buxton and Greenberg (eds,), Readings in Human-Computer interaction: Toward the Year 2000, Morgan Kaufmann Publishers, San Francisco, pp. 93- I 21
[34]. Govers, C.RM. I 996."What and How about Quality Function Deployment (QFD),." International Journal of Production Economics no. 46-47 (1996), 575-585.
[35]. Griffin, A. & Hauser, J. 1996. integrating R & D and marketing: a review and analysis of the literature. Journal of Product innovation Management. pp I 91-215.
[36]. Griffin, A. And Hauser, J. R. (1993), The Voice of the Customer, Marketing Science, Vol. 1 2, No. I , USA
[37]. Grudin, J., (1995), Interactive Systems: Bridging the Gaps Between Developers and Users, in: Baecker, Grudin, Buxton, Greenberg, (eds. ), Readings in Human- Computer interaction: Toward the Year 2000, 2nd ed., pp. 293-303, Morgan Kaufmann Publishers, Inc., San Francisco
[38]. Gruner, KjeO E. and Homburg, Christian (2000), Does Customer Interaction Enhance New Product Success?, Journal of Business Research, Vol. 49, pp. I - I 4.
[39]. Gupta, A.K., S.R Raj and D~ Wilemon ( I 9S6), "A Model for Studying the R&D Interface in the Product Innovation Race" , Journal of Marketing, 50 (April), 7- I 7.
[40]. Hart, S. (1996), New Product Development: A Reader. London: The Dryden Press
[4 I ]. Hart, S.J. & Baker, M.J. (1994), Multiple convergent processing model of new product development. International Marketing Review, 11(1), 7792
[42]. Hasdodan, G. (1996), The role of user models in product design for the assessment of user needs, Design Studies, Vol. 17, pp. I 9-33
[43]. Hauser, J.R. and D.R Clausing (1966), "The House of Qualify", Harvard Business Review, 66 {May-June), 63-73 .
[44]. Hein, L. ( I 994), Design Methodology in Practice, Journal of Engineering Design, VOL 5, No. 2, pp. 165-181
[45]. Hise, R.T., L. O'Neal, A. Parasuraman and J.U. McNeal (I 990), "Marketing/R&D interaction in New Product Development: implications for New Product Success Rate", Journal of Product innovation Management, 7 (2), I 42-55.
[46]. Hubka, V. And Eder, W E. (I 992), Engineering Design General Procedural Model of Engineering Design, Edition Heurista, ZOrich
[47]. Hunt, S. (I 976), The Nature and Scope of Marketing, Journal of Marketing, VOL 40, July, pp. I 7-28.
[48]. Jordan, R W (1998), Human factors for pleasure in product use, Applied Ergonomics, VOL 29, No. I , pp. 25- 33
[49]. Kaoru Ishikawa, "Quality Analysis, " I 977 ASQC Conference Transactions {Milwaukee: ASQ, 1977), pp. 423-429. .
[50]. Kaulio, M.A. (I 998), Customer, Consumer and User involvement in Product Development: A Frameworkand A Review of Selected Methods, Total Quality Management, Vol. 9, iss, I , pp. I 4 I - I 49
[5 I ]. Kline, S. J. , innovation is not a Linear Process, Research Management (JuL-Aug.), pp. 36-45, 1985.
[52]. Kok, R.A.W , Hillebrand, B. & Biemans, W.G. (2001),. Market-oriented product development as an organizational learning capability: findings from two cases. Research report no. 028 I 3. Groningen: Research institute SOM, University of Groningen,
[53]. Kotler, R and G. Armstrong (1989), Principles of Marketing, 4th ed., Englewood Cliffs, NJ:Prentice Hail, inc.
[54]. Kotler, R, Armstrong, G., Saunders, J., Wong, V. (1996), Principles of Marketing, The European Edition, Prentice Hali Europe, Glasgow
[55]. Krause, Daniel and Eilram, Lisa (I 997), Critical Elements of Supplier Development: The Buying Firm Perspective, European Journal of purchasing and Supply Management, VoL 3, No. I , pp. 21-3 I .
[56]. Lawson, B. & Samson, D. (2001), Developing innovation capability in organisations: A dynamic capabilities approach. international Journal of innovation Management, 5(3), 377400
[57]. Leonard-Barton, D. (I 992), Core capabilities and core rigidities: A paradox in managing new product deveiopment~ Strategic Management Journal, I 3, I I I 125
[58]. Leonard-Barton, D. (1995), Wellsprings of Knowledge: Building and Sustaining the Sources of innovation. Boston, MA: Harvard Business School Press
[59]. Li, Tiger and Calantone, Roger L. (I 998), The Impact of Market Knowledge Competence on New Product Advantage: Conceptualization and Empirical Examination, Journal of Marketing, Voi~ 62, October, pp. 13-29.
[60]. Lilien, G . , Morrison, R , Searls, K. , Sonnack, M. and Von Hippel, E. (2002), Performance Assessment of the Lead User idea Generation Process for New Product Development, Management Science, Vol, 48, iss. 8, pp. 1042-1059.
[6 I ]. Lord, J.B. (2000), . New product failure and success. In A.L. Brody & J~B. Lord (Eds~), Developing new food products for a changing marketplace (pp. 55-86),. Lancaster, Pennsylvania: Technomic Publishing Company,
[62]. Maidigue, Modesto A. and Zirger, Bille Jo (1985), The New Product Learning Cycle, Research Policy, VOL I 4, December, pp. 299-3 I 3,
[63]. Margolin, V. (I 997), Getting to know the user, Design Studies, VOL I 8, No. 3, pp. 227-236
[64]. Moore, James L. (1982), Concept Testing, Journal of Business Research, VOL I 0, pp. 279-294.
[65]. Narver, J.C. and S.F. Slater (1990), "The Effect of a Market Orientation on Business Profitabiiity", Journal of Marketing, 54 (October), 20-8.
[66]. Nightingale, R, The Product-Process-Organisation Relationship in CompiexDeveiopment Projects, Research Policy, 299 I 3-930, 2000,
[67]. Niosi, J. (1999), Fourth-Generation R&D: From linear models to flexible innovation, Journal of Business Reseorch, 45, I 1 I I I 7
[68]. Olsen, R. ond Ellrom, L. (1997), Buyer-Seller Relotionships: Alternotive Reseorch Approoches, Europeon J. of Purchosing & Supply Monogement, Vol. 3, No~4, 22 I -231 .
[69]. Olson, E. ond 8loke, G. (2001), Implementing the Leod User Method in o High Technology Firm: A Longitudinol Study of Intentions versus Actions, Journol of Product Innovotion Monogement, VoL 18, Iss. 6, pp. 388- 395,
[70]. Ortt, R.J. & Schoormons, J.PL. (1993),. Consumer reseorch in the development process of o mOjof innovotion~ Journol of the Morket Reseorch Society 35, 375-387.
[71]. Pohl, G . And 8eitz, W. (1996), Engineering Design A Systemotic ApproOch Springer-Verlog, Berlin
[72]New Product Development, R & D Monogement, Vol, 12, No, 3, pp. 123-131
[73]. Petroski, H. , To Engineer is Humon: The Role of Foilure in Successful Design, St, Morfin's Press, NewYork, 1 985 .
[74]. Poolton, J. & 8orcloy, I. (1998), New product development from post reseorch to future opplicotions. Industriol Morketing Monogement, 27, I 97212
[75]. Preece, J. (2002), Interoction Design beyond humon-computer interoction, John Wiley & Sons, Inc,, NewYork
[76]. Pullmon, M., Moore, W., ond Worden, D. (2002), Comporison of Quolity Function Deployment ond Conjoint Anolysis in Product Design, Journol of Product Innovotion Monogement, VoL I 9, Iss. 5, pp. 354-364.
[77]. Reinertsen, D., Testing: Annoyonce or Opportunity in Electronic Design, vol. 46, 1998, 64H.
[78]. ReVelle, Jock 8., John W Moron, ond Chorles A. Cox. The QFD Hondbook. NewYork: John Wiley, 1995.
[79]. Rosenou, M.D., Jr. (1988), "From Experience Foster New Product Development" , Journol of Product Innovotion Monogemenf, 5 (2), 150-3 .
[80]. Roussel 8. And Le Coq, M. (1995), Designer ond Ergonomist: Towords o Better Colloborotion, Internotionol Conference of Engineering Design, ICED 95, Progue
[81]. Sonchez, R. (1995), "Strotegic Flexibility in Product Competifion", StfOtegic Monogement Journol, 16 (Summer), 135-159.
[82]. Soren, M.A. (1984), A clossificotion ond review of models of the intro-firm innovotion process. R&D Monogemenf, I 4( I ), 1124
[83]. Show, 8. (1985), The Role of the Interoction between the User ond the Monufocturer in Medico| Equipment Innovotion, R&D Monogement, Vol, 15, No. 4, pp. 283- 292.
[84]. Shormo J. R. & Rowoni A. M., (20060), Prioritizing Customers Requirements in QFD by Integroting their Interrelotionship with the Row Weights. Journol of Institute of Engineers, Indio (to oppeor - under review), .
[85]. Shormo J. R. & Rowoni A. M., (2006b), Prioritizing Engineering Chorocteristics in QFD by Integroting the Roof Volues in the Correlotion MOtrix, Internotionol Tronsoction in Operotionol Reseorch, Conodo. (to oppeor - under review),
[86]. Souder, W.E. (I 988), "MOnoging Relotions Between R&D ond MOrketing in New Product Development Projects" , Journol of Product Innovotion Monogement, 5 (Morch), 6-19.
[87]. Subromoniom, M. & Venkotromon, N. (2001), Determinonts of tronsnotionol new product development copobility: Testing the influence of tfonsferring ond deploying tocif overseos knowledge, Strotegic Monogement Journol, 22, 359378
[88]. Suwo, M., Gero, J., ond Purcell, T., Unexpected Discoveries ond Sinvention of Design Requirements: Importont Vehicles for o Design Process, Design Studies, 21 (6), 539-567, 2000.
[89]. Tokeuchi, H. ond I. Nonoko (1986), "The New New Product Development GOme", HorvOrd Business Review, 64 (Jonuory-FebruOry), I 37-46 .
[90]. Teerovorunyou, S. And Soto, K. (2001), User Process Bosed Product Architecture, Proc. of the World Congress on Moss Customizotion ond Personolizotion, Hong Kong
[91]. Tidd, J., 8essont, J. & Poviff, K. (I 997), MOnOging jnnOVQtjOn. jntegroting Technoiogicoi, Morket ond Orgonizotionoi Chonge. Ch/chester: John Wiley & Sons
[92]. Ullmon, D. G. (1997), The Mechonicoi Design Process, Second Ed,, McGrow-Hill Componies, Inc,, Singopore
[93]. Ulrich, K. T. And Eppinger, S. D. (2003), Product Design ond Development McGrow-Hili, Singopore
[94]. Urbon, G.L. & Houser, J.R. (I 993), Design ond Morketing of New Products, 2nd edn. Englewood Cliffs, NJ: Prentice Hoff
[95]. Vergonti, R., Leveroging on Systemotic Looming to Monoge the Eoriy Phoses of Product innovotion Projects, R&D Monogement, 27 (4), pp. 377-392, I 997,
[96]. Von Hippei, Eric ( I 976),The Dominont Role of Users in the Scientific instrument Innovotion Process, Reseorch Policy, VOL 5, pp, 212-239,
[9 7] . Von Hippei, Eric ( I 977),Tronsferring Process Equipment innovotions from User-innovotors to Equipment Monufocturing Firms R&D Mgement, Vol 8, No, I , pp. I 3-22.
[98]. Von Hippei, Eric { I 978), Successful industrioi Products From Customer ideos, Journoi of Morketing, Vol. 42, No, 1, pp. 39-49.
[99]. Von Hippel, Eric (2001), Perspective: User Toolkits for innovotion, The Journoi of Product innovotion Monogement, VOL I 8, iss,4, pp. 247-257,
[100]. Von Hippel, Eric ond Kotz, Rolph (2002), Shifting innovotion to Users vio Toolkits, Monogement Science, Vol. 48, No. 7, pp. 821-833,
[101]. VOSS, C. (I 985), The Role of the user in the Development of Applicotions Softwore, Journoi of Product innovotion Monogement, (2), June, pp, I 13-121 .
[102]. Wheelright, S.C. & Clork, K.B. ( I 992), . Revolutionizing product development. New York NY: The Free Press.
[103]. Wind, J. & MohoJon, V. (I 997), . Issues ond opportunities in new product development: on introduction to o specioi issue, Journol of Morketing Reseorch 34, 1-12,
[104]. Wind, Y. ond V. MohoJon (I 988), "New Product Development Process: A Perspective for Reexominotion" , Journoi of Product Innovotion Monogement, 5 (December), 304- I 0.
If you have access to this article please login to view the article or kindly login to purchase the article

Purchase Instant Access

Single Article

North Americas,UK,
Middle East,Europe
India Rest of world
USD EUR INR USD-ROW
Pdf 35 35 200 20
Online 35 35 200 15
Pdf & Online 35 35 400 25

Options for accessing this content:
  • If you would like institutional access to this content, please recommend the title to your librarian.
    Library Recommendation Form
  • If you already have i-manager's user account: Login above and proceed to purchase the article.
  • New Users: Please register, then proceed to purchase the article.