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Robert Hunt and Fernando Xavier

Strategic QFD: Where to now?

Track: A1

Abstract:
Quality Function Deployment (QFD) was introduced to the west from Japan as a powerful approach to customer focused product development. Since then many practitioners and academics have recognized and applied the potential of these methods to strategic formulation and decision-making.
This paper updates a previous review of the documented accounts of QFD based approaches to strategy presented at the 7th ISQFD in Tokyo. It identifies the parallels and contrasts evident in these cases with the techniques of Hoshin Kanri (also known as Policy Deployment). The paper then briefly describes a case study of the application of a comprehensive QFD based methodology.
Based on these insights the paper seeks to address the future direction of the development of this promising field of strategic methodology.

Author(s):
Fernando Xavier worked in finance and international marketing before joining the global Schindler group and rising to the position of Managing Director of its Australian operations. During his career, he has had assignments in several countries.

Mr. Xavier has been involved with the Quality movement for many years and has implemented numerous TQM programs at Schindler including Strategic QFD and Hoshin. He is active in the wider business community and is a Fellow of the Australian Institute of Company Directors and of the Australian Institute of Management.

Dr. Bob Hunt is Senior Lecturer in Management and Director, Centre for Management Innovation and Technology at Macquarie University's Graduate School of Management. In the MGSMs Post Graduate Diploma, Master of Management, and MBA programs, Bob lectures in Innovation Management, Operations Management, Technology Management, Technology Strategy, E-Commerce Strategy, and. Project Based Management.

Bob's current research is concerned with shortening cycle times and improving the processes of innovation, strategy and operations so that organisations become more flexible and responsive to stakeholder needs in today's increasingly turbulent global business environment. Dr Hunt has published more than 50 papers, books, management monographs videos and case studies.

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