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QFD for Business Transformation: a tutorial

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Business Transformation

Autoline youtubeBack in 2016 we sensed General Motors was onto something when we saw one of their VPs on the Autoline THIS WEEK. In that TV interview, she emphasized "mobility" as the company's new business strategy into the future, responding to the shift in the customer needs from being a car owner to a mobility user.

In fact, GM had filed for the trademark "General Mobility" around the same time, we hear, suggesting that top management had been working out the strategic transformation for some time, in order to stay sustainable in the face of recent car-sharing and on-demand transportation business models as well as consumer preference for convenience and economic efficiency over the traditional ownership prestige, and anticipation of new technologies such as autonomous vehicles.

It was not until 2018 when their number one Japanese competitor caught the wind of this. At the 2018 CES trade show, the president of Toyota Motor Company announced that his company, too, aims to become a "mobility service company," in spite of their long standing position as a manufacturer of "cars that give you pleasure in owning" as emphasized by frequent commercial campaigns "Let's Go Places" by driving their cars.

While we root for both companies to succeed, one wonders, how do you go about making such business transformation? What actions are required of an organization to bring out fundamental changes in the way they conduct business? Are there ways to effect transformation systematically and effectively?

Are there tools that QFD can offer?

The September 2019 International Symposium on QFD (ISQFD) will include a tutorial precisely on this subject.

To remain sustainable in the long term, an organization needs to be able to systematically and rapidly adapt/transform its products, services, business models, resources and enterprise infrastructure in response to the changing business environment. To accomplish this in a coordinated manner, the business needs to be considered as a socio-technical system operating within a very complex and highly dynamic environment.

More often than not, the changes in market expectations and technological capabilities demand transformation across multiple organizations in integrated supply chains, where some businesses will be software intensive businesses, while others focus on physical offerings. These changes are being accelerated with the emergence of Internet of Things and Industry 4.0 developments and capabilities.

The tutorial "QFD for Business Transformation" will introduce the principles and relationships between Modern QFD and business transformation planning and development for businesses. The tutorial will reference relevant sections in the new ISO 16355 standard for QFD, and give attendees exercises to connect the principles and key methods, particularly Hoshin Kanri, the initial analytic stages of QFD, and prioritization and methods like analytic hierarchy process (AHP).

The tutorial will consist of approximately 1 hour of lecturing and 1 hour of exercises using a case study from 'Space logistics systems' scenario.

This tutorial was developed by three QFD Black Belts® -- Dr. Kim Stansfield, Steve Dimelow, and John Fraser and has been successfully taught in UK at INCOSE (systems engineering) conferences.

This September, please join us to gain new knowledge and skill-set on this important subject. The 2-day ISQFD including this tutorial is complimentary to those who sign up for the QFD courses.


Tutorial Instructors

Dr. Kim Stansfield, QFD Black Belt and 2016 Akao Prize recipient

The ISQFD tutorial "QFD for Business Transformation" will be taught by Dr. Kim Stansfield and Steve Dimelow.

Dr. Kim Stansfield is a QFD Black Belt® and 2016 Akao Prize recipient, and is currently Associate Professor of Transformational Systems Engineering WMG, at University of Warwick, UK. He has over 20 years of experience in automotive and aerospace control systems and also in applying QFD and DFSS to large Enterprise IT Systems development.

Dr. Stansfield started his career in the Composites Group of the UK's Royal Aerospace Establishment, and then moved to Lucas Engineering and Systems and Energy Technologies Institute. He has been the UK representative for the development of the ISO 16355 standard for QFD since 2010.

Steve Dimelow

Steve Dimelow, also a QFD Black Belt®, is known in industry for his ability to solve complex engineering problems so that Projects can be brought in on time, cost and quality. His professional career includes British based Heavy Haulage company (ALE Ltd) in Abu-Dhabi, Hydratight Hevilifts in Walsall where he was involved in the design and commissioning of computer controlled Hydraulic Jacking Systems and Hydraulic Bolting Systems for the Civil, Powergen and Petro/Chem industries, followed by Smiths Aerospace in Wolverhampton where he was a Lead designer on Primary and Secondary Flight Controls for Civil and Military Aerospace, and Rolls-Royce in Derby where he has worked on Military and Civil engine programmes as well as new technology acquisition programmes.

It was during his work in the Aerospace business where he developed interest in Systems Engineering and sought the influential Systems Engineering Specialist role. In 2016, Steve earned a QFD Blackbelt® after searching for a method to connect business to engineering. He has been successful in applying QFD / Systems Engineering principles and Systems Thinking techniques both in practice on engineering programmes and through ongoing corporate training/coaching campaigns. Steve is currently contracted to QuEST Global Engineering Services as a Consultant Systems Engineer.



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