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Chapter 4

GMS 401 Chapter Notes - Chapter 4: Quality Function Deployment

Global Management Studies
Course Code
GMS 401
Robert Meiklejohn

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GMS401 – Chapter 4: Product Design
Product design: determining the form and function of the product
Link between design of goods/services and success of the organization
Quality of the product is mainly determined during the design
Product Design Process
Four elements to rapidly create new goods and services:
1. Product approval committee (PAC)
a. Consists of top management
2. Core teams
a. Cross functional teams that lead the project from idea to
3. Phase reviews
a. Milestones during the process – progress of core teams is reviewed by
the PAC
b. Avoids the “escalator effect” – sketch is easier to change than a
prototype; prototype is easier to change than the fist production unit
4. Structured development process
a. Use of project management techniques by the core team
b. Structure must be just right; too much = bureaucracy, too little =
ineffective process
Usual phases (stages) for product design:
1. Idea generation and preliminary assessment (or scoping)
2. Building a business case
3. Development of product and process
4. Testing and validation
5. Launch this team based approach
simultaneously . designing the product
and process is called concurrent engineering
Sources of ideas for new or redesigned products
Front line employees – have seen the problems in manufacturing/assembly
operations or service delivery systems
Suppliers – rich source of ideas for purchased goods
Customers, customer service employees, marketing/sales employees – aware
of problems with products; product failures and warranty claims
Competitors – through reverse engineering
R&D – involved in creative work on a systematic basis to increase knowledge
directed toward product and process innovation
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