Mgt 341 Homework 4

Shanice Long

MGT 341

Homework #4

10/20/2013

1. Describe the generic product development process described in the chapter. How does the process change for “technology-push” products?

Products that are developed using the “technology-push” would be more narrowly focused in phase 0 and phase 1 of Marketing. There focus would be narrower because you would only look at market segments that could benefit from the application or your technology. The rest of generic process may be somewhat less complicated as well since the technology of the product current exist in your manufacturing facilities.

2. Discuss the product design philosophy behind industrial design and design for manufacture and assembly. Which one do you think is more important in a customer-focused product development?

Industrial design is concerned with designing a product from the end-user’s point of view, such as aesthetics and user friendliness of the product. Design for manufacturability, on the other hand makes the product design less complicated and easier to manufacture. Very often it results in less parts, smaller sizes, increased reliability and lower cost. Both Philosophies are equally important for a customer-focused product development. In order to attract customers, the product must be aesthetically pleasing and user friendly. However in order to sustain customer interest, it should also have a lower cost and higher reliability.

5. How does the QFD approach help? What are some limitations of the QFD approach?

QFD helps get the voice of the customers into the design process using inter-functional teams. The limitations of QFD relate to the culture of the organization. In the U.S we tend to be vertically oriented and try to promote breakthrough. This can work against inter-functional teamwork, which is needed for the QFD approach success. If a breakthrough culture can be maintained with a continuous improvement mentality through inter-functional teams, this would lead to...