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Giuseppe Stabilini, Silvia Zamboni, Enzo Baglieri

How to balance QFD and the efficiency of the New Product Development process: experiences and practices from the field

Track: C1

Abstract:
This paper aims to analyse the implementation of the QFD in some Italian companies operating in a multinational playground, with their R&D department located in Italy, and to identify the most interesting practices carried out to make QFD consistent with the overall efficiency of the New Product Development process.
The work consist of two main parts. A literature review was run, in order to point out the range of tools that support QFD and improve its effectiveness in both the "Voice of the Customer" analysis and design problem-solving [BOUCHEREAU et Al., 2000; ARMACOST et Al., 1994; GINN et Al., 1998; LU, 1994]. Further, a main evidence of this review was that the managerial environment has a strong influence on the accuracy of the methodological approach in adopting QFD [CRISTIANO et Al., 2000].
To validate these findings, a field survey was carried out, furthermore to identify eventual innovative approaches for the implementation of the QFD in the Italian companies.
A long-list of sixty-six companies located in Italy were first selected and, among them, a short-list of five best cases (operating in food, automotive and household items industries) were found out. The criteria driving the selection of this sample were the width and depth of the implementation of QFD.
This field survey confirmed that companies tend to developed an internal customised approach to the methodology, focusing on specific steps of the QFD, and enhancing it through the use of: ad-hoc organisational solutions;
original tools for the involvement of the customer; auxiliary techniques.
Therefore, the survey highlights some interesting practices to allow QFD to balance the consistency of the methodology, usually time and resources consuming, with the expected performance of the innovation process.

Author(s):
Giuseppe Stabilini
Faculty Member and Assistant at the Technology Management Department of Bocconi School of Management, Milan, Italy. His area of research deals with NPD process and Supply Chain Management.
Most recent publications are:
(2001) Chapter 3. Lo sviluppo nuovi prodotti (with M. Giuffrida) and Chapter 5. Gli approvvigionamenti, in A. Grando (editor), Innovazione, produzione e logistica nell'era dell'economia digitale, pp. 47 - 80 and pp. 105 - 135, ETAS
(2001) L'evoluzione dei rapporti di fornitura nell'impresa a rete (with M. Giuffrida), in S. Vicari (editor), Il management nell'era della connessione. Dalla catena fisica alla rete virtuale del valore, pp. 217 - 250, EGEA

Silvia Zamboni
Research Assistant of the Technology Management Department at Bocconi School of Management, Milan, Italy. Her research activity is currently focused on the management of the New Product Development Process (including QFD) and BPR.

Enzo Baglieri
Assistant Professor of Technology Management at Bocconi University, Milan. Deputy Director of the Technology Management Department and Faculty Member of the Master Division of the Bocconi School of Management.
His area of research concerns with R&D management, project management and management of the New Product Development process.
Most recent publications are:
(2001) Linking Shareholder Value to R&D Perfomance, in T.M. Khalil, L.A. Lefebvre, R.M. Mason (editor), Management of Technology: the Key to Prosperity in the Third Millenium, pp. 117-126, Pergamon
(2001) ICT, collaborazione e innovazione: i tre assi della eSupply Chain (with R. Secchi), in C. Demattè (editor), E-business: condizioni e strumenti per le imprese che cambiano, pp. 141 - 182, ETAS
(2001) Chapter 2. La ricerca and Chapter 4. L'industrializzazione, in A. Grando (editor), Innovazione, produzione e logistica nell'era dell'economia digitale, pp. 23 - 46 and pp.81 - 104, ETAS
(2001) La progettazione e lo sviluppo di nuovi prodotti (with E. Prandelli), in S. Vicari (editor), Il management nell'era della connessione. Dalla catena fisica alla rete virtuale del valore, pp. 337 - 390, EGEA
(1999), Ambienti multiprogetto, in "Organizzare e gestire progetti", E. Baglieri et al., pp. 203-239, ETAS Libri