Reconstruct QFD for integrated product and process development management

Purpose – This paper attempts to renew quality function deployment (QFD) in a comprehensive manner and develop a more process‐oriented approach to implement QFD, in order to effectively support the corporate new product development (NPD) cycle and achieve a more systemic innovation.Design/methodology/approach – This paper adopts “action research” (AR) as its research methodology. The action research was conducted using a “research/consultant strategy” in a series of projects of collaboration with electronic contract manufacturing companies.Findings – This paper develops an enhanced QFD (EQFD) system and an implementation process for simultaneously executing QFD with NPD cycle.Research limitations/implications – This paper studies broadly defined QFD, and focuses on its comprehensive renewal on which there have been very few English‐language publications.Practical implications – This paper specifies how QFD can be implemented by using NPD approach, so as to effectively support the corporate NPD cycle and a...