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2010 September 24–25
Case
Study & Research Presentations
Listed in a random order.
Subject to revisions
without notice.
Presentation Schedule
|
Speaker Bio |
Print Symposium Info (PDF)
 Paper #1
KEYNOTE: A Case Study on the Development of a Folding Bicycle
Yoji Akao,
Ph.D., Yamagata University Graduate School, JAPAN
It was some 45 years ago
when the design quality methodology called Quality Function Deployment
(QFD) was conceived and formalized by two academic researchers in Japan
who sought out how to assure building customer demanded quality into the
new product development process before manufacturing began, and
ultimately beginning even before the design phase. Since then the
methodology has become key to building success for many businesses
around the world. Join this rare opportunity to meet Dr. Akao, a founder
of QFD, who continues QFD research and teaching even in his retirement,
and will will present an overview of QFD. QFD's intrinsic framework for
Knowledge Management as well as basic steps are shown through an example
of a folding bicycle development project by a group of students at
Yamagata University Graduate School in Japan.
Keywords: Quality
Function Deployment (QFD), Comprehensive QFD, Knowledge Management
Paper #2
 KEYNOTE: Integrating QFD into Phase-Gates Product Design
Glenn Mazur, QFD
Red Belt®, QFD Institute /International Council for QFD, USA
Quality approaches to new
product development as a pipeline for commercialization has been growing
in recent years. Methods such as Stage-Gate®, Design for Six Sigma,
Design for Lean Sigma, and others have been helping organizations
structure their techniques. QFD has been recognized by all these methods
as an important tool set within the process, but exactly what QFD tools
to use and when to use them must be determined on a case-by-case basis
by custom-tailoring the QFD process to the organization and the
development process being used. This presentation will show how to
expertly integrate QFD into different processes and different companies,
through similarities and differences in each. The discussion will
include the characteristics of Stage-Gate®, Design for Six Sigma (DFSS),
Design for Lean Sigma, and how to truly benefit from these and other New
Product Development (NPD) techniques by efficiently and correctly
integrating QFD through customization into your unique NPD process and
business strategy.
Keywords:
Stage-Gate®, Design for Six Sigma (DFSS), Design for Lean Sigma,
Integration of QFD (Quality Function Deployment), QFD Customization, New
Product Development (NPD), Quality Methods
Paper #3
 Complex IT Systems Design Using Both
Traditional QFD and Blitz QFD®
Kim E. Stansfield,
Ph.D., QFD Black
Belt®, CSC Computer Sciences Ltd., UK; Jeff W. Cole, Systems Integration
Executive, CSC Ltd., UK, et. al.
(speaker
bio)
This presentation will
show the benefits of traditional and Modern QFD approaches applied to
align design complex IT Systems to meet customers' priority business
needs. The uniqueness of this paper is the comparative study of
Traditional QFD vs. Modern QFD - a rare opportunity in real business
applications - in Complex IT System design and the revelation that how
the associated prioritization and value analysis techniques in the
latter bring alignment with business drivers - a key issue for IT
Systems design today.
First, it will discuss Traditional QFD supported by other Six Sigma
Methods, namely Boundary Analysis, Supplier, Input, Process, Output,
Customer (SIPOC) and Critical To Quality Characteristic Analysis, and
Prioritization using Pair-wise Comparison. It will then show how
inclusion of Blitz QFD® methods brings a level of clarity to customer
and stakeholder value for the Business Solution and Business
Architecture on which IT Systems are developed.
Keywords: Blitz
QFD®, Traditional QFD, IT Systems, Design
TOP
Paper #4
 The Process of New Product Development to Assure Customer Satisfaction
and Create New Business Opportunity in Chemical Industry
Paweena Lertchanyakul,
SCG Chemicals; Wipasiri Harsiri,SCG Chemicals; Kritaya Suparnpongs, Siam
Cement, THAILAND.
(speaker
bio)
This paper reports a QFD
application in the chemical industry, specifically how QFD helps
understanding of latent customer needs and incorporating them in the
company's new product development and quality assurance process. The
approach has led to better customer satisfaction and business growth for
both the company and their customers. It also led to creation of new
market opportunities. A House of Quality matrix (HoQ), Design of
Experiment (DOE), Process Failure Mode and Effect Analysis (PFMEA),
Hazard Analysis (PHA), and Quality Assurance process charts were used,
as well as product design review (DR) techniques for assuring product
safety and liability from the initial development process.
Keywords: Solid
Surface, QFD, Design of Experiment (DOE), Product Hazard Analysis (PHA),
Process Failure Mode, and Effect Analysis (PFMEA)
Paper #5
 QFD-based Curriculum Development Model for Industrial Training
Catherine Y. P.
Chan,
QFD Black Belt®, Hong Kong QFD Association,
HONG KONG, PRC
(speaker
bio)
In this study, the basic
principles of QFD were adopted to develop an industrial training
curriculum model that would enhance industry-specific knowledge required
by the job incumbents in service-oriented manufacturing industries in
Hong Kong. The model is characterized by the performance-focused as well
as learning-oriented approaches. Recognizing the importance of dually
meeting job performance requirements and knowledge needs of the
incumbents, this model was developed based on the Voice of Customers
from both the employers and individuals so as to yield a curriculum that
would satisfy the respective needs of the two parties. An additional
element considered includes the dynamics of trainers who make use of
their subject-matter expertise to suggest the kinds of industrial
knowledge for meeting the defined performance needs vs. course
developers who make use of his/her professional knowledge to synthesis
the derived subjects into an effective and coherent curriculum. Affinity
Diagram, VOC Table, and AHP were used as the tools for assisting the
operation of the model.
Keywords: QFD,
Curriculum Development, Industrial Training, Vocational Training
Paper #6
 DREAM/QFD to Re-design Staff Service
Excellence at Rutland Regional Hospital Systems
Darren Childs,
QFD Green Belt®; Dom Serino, QFD Gold Belt®; Melissa Bartlett, QFD Green
Belt®; and Shannon Stover, QFD Green Belt® of Rutland Regional Medical
Center, USA.
(speaker
bio)
Quality of medical
care is a topic that is on everyone's mind these days and yet how
exactly the system can be improved from the patients' perspective, not
politicians', is something that is often under-addressed. While there
are many healthcare organizations that practice basic Quality Control
and Quality Assurance techniques, it takes more smarts to figure out how
a whole organization or system could change the way it approaches and
delivers patient care from the bottom up, by truly listening to the
voices of their patients. Here is one hospital that is working hard to
deliver such patient-focused quality improvement through the use of QFD
(Quality Function Deployment) and DREAM (Design/Redesign Effectiveness
Assurance Method). As a regional medical facility, their goal is to
develop standardized processes and clear expectations for how they serve
their customers. Through working diligently to apply quality thinking,
the hospital team has identified the non-clinical areas needing
improvements such as the way they deliver care to the patients, staff
behaviors, words, body languages and different team coordination. This
presentation will share an on-going project that demonstrates this
hospital's commitment to understanding what is important to their
patients and bringing fresh improvements in the delivery of patient care
and the mind-set of healthcare professionals.
Keywords:
Quality Function Deployment (QFD), Analytic Hierarchy Process (AHP),
Service Excellence, Healthcare, Voice of the Customer (VOC),
Design/Redesign Effectiveness Assurance Method (DREAM)
Paper #7
 Curriculum Planning for Education in Enterprise Resource Planning
Systems
Lars Oliver Mautsch,
QFD-Architekt; Georg Herzwurm, Ph.D.; Benedikt Krams; Sixten Schockert;
and Olaf Mackert of Universität Stuttgart
/ QFD Institut Deutschland, GERMANY.
(speaker
bio)
Enterprise Resource
Planning (ERP) is nowadays dominated by the major software producers and
tends to be product-driven and solution-oriented. We present
an approach for planning a more customer-oriented education in ERP
software through the use of QFD techniques and by focusing on the most
valuable modules within an education. Matrix consistency rules are
applied so as to ensure identified customer requirements are met by the
service offering of the university and to avoid wasting of scarce
resources.
A House of Quality (HoQ) matrix and pair-wise comparison are among the
methods that will be shown.
Keywords:
Enterprise Resource Planning, Education, Curriculum Planning, QFD
TOP
Paper #8
 Taming IT Infrastructure Library (ITIL) with QFD
Wolfram Pietsch,
Ph.D., QFD-Architekt, Aachen University of Applied Sciences /QFD Institut
Deutschland, GERMANY
(speaker
bio)
Professionalization of IT Services gained increasing attention in
business and academia supported by the emergence of the process-oriented
ITIL, a de-facto international standard for IT
Service Management. The
current version of ITIL comprises of total 1343 pages. An extensive
employment of such a complex framework may lead to over-regulation.
Because ITIL currently specifies only 'Whats,' if it is to be
implemented in business environment, ' the
‘how’ must be specified in detail, but this would increase complexity. This issue has been addressed within a large
telecommunication enterprise, solved with a complex QFD deployment, and
validated within a pilot project. This presentation will show the
specific toolset and tailoring process geared to IT service management.
Keywords: IT
Infrastructure Library (ITIL), Stakeholder Analysis, Audit, Pareto,
Portfolio
Paper #9
QFD to Re-design New Physician
Orientation and Induction: Connecting New Physicians into a Healthcare
Community
 Kathy Letendre, QFD Green Belt®;
and Jill Jesso White,
QFD Green Belt® of Rutland Regional Medical Center, USA.
(speaker
bio)
The physician induction process is an interactive process beginning
from the recruitment of a physician and continuing over the first year
to help him/her as well as the doctor's family adjust to both the
medical and broader community environment. Its success is crucial to
physician retention and development of a happy work force that can
ultimately affect better patient care. This project shares our ongoing
efforts to build a better process of orienting and inducting new
physicians in our hospital and community, by using Modern QFD tools and
Voice of the new physician feedback.
Keywords: Quality
Function Deployment (QFD), Analytic Hierarchy Process (AHP), physician
orientation, healthcare, Voice of the Customer (VOC), Design/Redesign
Effectiveness Assurance Method (DREAM)
Paper #10
A Holistic Model for Structuring requirements Considering the Degree of
Requirements’ Fulfillment and Its Implementation for Data Processing
 Priv.Doz. Dr.-Ing. Robert Refflinghaus
; Prof. Dr.-Ing. H.-A. Crostack; and Dipl.-Kff. Sandra Klute of Dortmund University of Technology, GERMANY.
(speaker
bio)
When planning and developing intra-logistical facilities, many
stakeholder requirements with different weightings have to be considered
in the early stages of QFD. This paper presents a holistic
multidimensional structuring model including feedback. Using an example
of a roll conveyer, an appropriate structure for a productive transfer
into QFD is presented, along with an overview of the developed model and
its dimensions, including the requirements concerning surroundings,
information, reference object, the weighted level of performance and
customer satisfaction.
Keywords:
Requirements, Stakeholder, Multi-dimensional Model
Paper #11
 Developing a Church Growth Strategy through QFD, AHP, and Balanced
Scorecard Strategy Mapping
Chad M.
Johnson, QFD Black
Belt®, Six Sigma Master Black Belt, TRW Automotive - Braking Division, USA
(speaker
bio)
QFD, Analytic Hierarchy
Process (AHP), and Balanced Scorecard® are not something that is
typically associated with the image of a place of worship. But an
innovative use of these advanced methodologies is guiding the strategic
planning of one church in Michigan USA. In order to flourish, today's
church must be extremely focused with both its mission and prioritized
objectives, and also capable of adjusting quickly as this landscape
changes, just as in any business and organization. As such, it is
important to have a repeatable process to develop, implement, and
maintain an effective long-range plan. In the case of a church or any
community activist group or non-profit organization for that matter,
such a planning process is an exercise typically accomplished by an
ever-changing mix of volunteers who must make sense of a vast, diverse,
and sometimes precarious Voice of Customer landscape. This case study
will share this church's application of Modern QFD tools, Analytic
Hierarchy Process (AHP), and Balanced Scorecard® approaches to derive
the customer needs from church Gemba feedback and Customer Voice Table (CVT).
The needs were then "affinitize" and made into a hierarchy diagram where
AHP was applied to determine relative priorities with respect to the
highest level objective of achieving sustainable church growth.
Keywords: Quality
Function Deployment (QFD), Analytic Hierarchy Process (AHP), Service
Excellence, Healthcare, Voice of the Customer (VOC), Design/Redesign
Effectiveness Assurance Method (DREAM)
TOP
Paper #12
QFD for planning the Marketing Mix
 Dipl.-Wirt.-Inf. Sixten Schockert,
QFD-Architekt; Prof. Dr. Georg Herzwurm; Benedikt Krams; and Lars Oliver
Mautsch of University Stuttgart /QFD Institut Deutschland, GERMANY;
Prof. Dr. Wolfram Pietsch of achen University of Applied Sciences /QFD Institut
Deutschland, GERMANY.
(speaker
bio)
This paper will present an
application of QFD in marketing and product planning. The uniqueness of
this paper is that it shows QFD as a tool for product managers for
mediating between product development and marketing interests,
especially with focus on planning the marketing communication
activities. Two case studies will show the mediation and integration
capabilities of QFD for product management activities and that marketing
and QFD can mutually benefit from each other. In the first case study
example, QFD is used as a tool to plan a marketing concept for promoting
a degree program in information systems. The second example, an IT case
study, shows that marketing and QFD activities can mutually benefit from
each other and that the mediation and integration capabilities of QFD
for product management activities are context sensitive, depending on
the industry. Tools used in these examples include message-means-matrix
and IT product compass.
Keywords: Product
Management, Marketing Mix, IT, Case Studies
Paper #13
 Value-based Pricing as
Origin for New and Further Development of
IT-Products - Usage of Quality Function Deployment and Target Costing
for Customer-oriented Pricing
Dipl.-Kfm.(FH) Benedikt Krams
; Prof. Dr. Georg Herzwurm; Lars Oliver Mautsch, M.Sc.; Dipl.-Wirt.-Inf.
Sixten Schockert of University of Stuttgart / QFD Institut Deutschland; GERMANY.
(speaker
bio)
By applying QFD and Target
Costing approaches, we can use derived pricing strategies and thereby
achieve cost reduction in the customer-oriented, value-based pricing of
IT-products. This paper considers not only established IT products but
also software as a service, business and delivery model where software
is distributed via the Internet without the need of installation on a
client. Setting prices, therefore, is very challenging. For new
development of IT products, this presentation will show an approach of
combined usage of QFD and Target Costing to monitor the ex-post of IT
development projects. For further development of IT products, the
approach can be used to derive pricing strategies to be communicated
into the market.
Keywords:
QFD, Target Costing,
Software Development of IT Products (SaaS), Value-based Pricing, Pricing
Strategies
Paper #14
 An Application of ANP together with
Conjoint
Analysis to Political Decision Making in Local Government
Yasushi Kasai;
Yoshimichi Watanabe, Ph.D.; Masanobu Yoshikawa; and Hisakazu
Shindo, Ph.D. of University of Yamanashi - Interdisciplinary
Graduate School of Medicine and Engineering , JAPAN.
(speaker
bio)
This paper
proposes an application of Analytic Network Process (ANP)
and Conjoint Analysis (CA) in a local government
decision-making process concerning the use of public land
for establishment of a community IT activity center, in an
attempt to make policy making and executing in this Japanese
prefectural government more transparent and improve
accountability of political decisions, to better serve its
diverse constituents.
Keywords:
Municipal Policy
Making,
Analytic Network Process (ANP), Conjoint Analysis (CA)
Paper #15
 Enhancement of QFD Tool “T2T” and Its Application
for
Sightseeing Contents
Bao Tuoya;
Yoshimichi Watanabe, Ph.D.; Masanobu Yoshikawa; and Hisakazu
Shindo, Ph.D. of University of Yamanashi - Interdisciplinary
Graduate School of Medicine and Engineering , JAPAN.
(speaker
bio)
This paper
reports the functional enhancement of T2T, a QFD tool that
was developed by the authors at Yamanashi University in
Japan to simplify the construction of the Japanese Quality
Chart, using the quantification method called QM3. The
presentation will discuss the enhancement, challenges, and
an example of its application in an online sightseeing
information project.
Keywords:
QFD tool,
Quantification
method, Two-way tables, Sightseeing contents
TOP
Paper #16
 Computer-aided Method for Automatic
Identification
of Effect Relations between Requirements on an
Intra-logistics Facility
Dipl.-Ing. Constanze Kolbe;
Prof. Dr.-Ing. H.-A. Crostack; and Priv.-Doz. Dr.-Ing.
Robert Refflinghaus of Dortmund University of Technology, GERMANY.
(speaker
bio)
While planning an intra-logistics facility, a huge number of
requirements from several stakeholders are emitted.
Effect
relations are occurring among requirements, according to
technical correlation and trade-offs between stakeholders.
This study
will present a new
computer-aided
method which enables an automatic
cognition of requirement relations and evaluation based on
their negative or positive effects. The method has been
implemented as a software system for establishing
technical-functional requirement category.
Keywords:
Requirement,
Requirement
Relation, Intra-logistics Facility, Quality Function
Deployment
Paper #17
 QFD for the Company’s Sustainable Growth ― A trial of the new
QFD training in Japan－
Kazushi
Nagai and Tadashi Ohfuji of Tamagawa University, JAPAN;
Masamitsu Kiuchi of Josai University, JAPAN.
(speaker
bio)
In 2007,
the authors presented a concept named e7-QFD (evolution
7-QFD) for uniting QFD with other statistical methods such
as design of experiments, Taguchi method, etc. that called
for construction of Quality Management System centered
around a Japanese Quality Table (an initiative they named
Sus-QFD). This was driven by the authors' research on
helping Japanese companies apply QFD more smoothly. This
paper discusses the progress with a case study example from
the current House of Quality-based QFD training by Japan's
trade group JUSE and the authors which this research aims to
improve by using customer complaints as the source data.
Keywords:
evolution7-QFD,
Sustainable growth QFD, QFD training
Paper #18
 The Fusion of QFD and Next Generation PLM including Systems
Engineering
Tadao Nakamura, Dassault
Systems K.K., JAPAN
(speaker
bio)
This
paper introduces the integration of QFD and the latest
Product Lifecycle Management (PLM) tools in Japan, including
Systems Engineering. The most important element in
successful product development is the human activities that
cannot be done automatically by software. QFD plays an
important role in offering the means for multi-discipline
workers to relate to a development project in analyzing the
requirements and organizing defined information that are
important for the course of PLM.
Keywords:
QFD,
PLM (Product Lifecylce Management), Systems Engineering,
CAD, PDM (Product Data Management), CAE, MBE (Model-based
Engineering), Requirement Management, VR (Virtual Reality)
Paper #19
 QFD for Effective Business Process Design (II)
Hideaki Haraga,
Konica Minolta Technology Center, JAPAN
(speaker
bio)
In 2008,
the author reported the knowledge workers' method of
designing a business process by relating job-assurance
elements that progressed from a high-ranking target to job
functions. The method, however, had a weakness that required
deployment of objectives into individual job assurance
items, resulting in a big matrix. This paper will report
improvements where assurance items of each job are extracted
precisely and efficiently, leading to not only quality
assurance but also a method of revamping internal operations
such as planning, design, and prototyping.
Keywords:
Job
Function, Assurance Items, Job Function Deployment, Business
Process Design
TOP
Paper #20
 Development of Educational Structure for Business Students
in Quantitative Methods Area
Aysun
Kapucugil Ikiz,
QFD Green Belt®; Guzin Ozdagoglu; Sabri Erdem; and Ferkan
Kaplanseren of Dokuz Eylul University, TURKEY.
(speaker
bio)
This paper
will address how to align the educational structures of the
business school program at Dokuz Eylul University in Turkey
with the Bologna Process, an European higher education
reform through international cooperation and academic
exchange. To facilitate mobility of academic talents
and offer broader access to high-quality higher education as
aimed by this initiative, it is essential to have a
systematic methodology to figure out the knowledge, skills,
and competency requirements with respect to stakeholders'
requirements and transform them into the commonly accepted
professional and learning outcomes. The insights from this
study can help other universities see how to perceive their
stakeholders' requirements and deploy them into their
curriculum by expanding the scope to the other areas in all
disciplines.
Keywords:
Bologna
Process, European Higher Education
Area, QFD, Curriculum Development, Business Administration,
Quantitative Methods.
Paper #21
 Visualization of Attainment Levels of Design
Hiroyuki Okamoto, Ricoh Company, Ltd., JAPAN
(speaker
bio)
This
presentation will report a trial to make visible the levels
of design attainment in the design phase. A QFD matrix,
wisdom, and information about past failures and so forth
were used to identify content omissions in verification, so
as to prevent design imperfection from resulting. The degree
of risk from a quality loss originating from imperfect
design was evaluated and used to guide the manager's
decision.
Keywords:
Attainment
Levels, Risk, Visualization, QFD, Excel Application
Paper #22
 Efficient Way to Advance Policy Management Using QFD
Koji Tanaka, Kanjie
Associates Co., Ltd., JAPAN
(speaker
bio)
The management system for
achieving fiscal year targets is called policy management. It is
employed by many Japanese companies and relies on daily management of
improvement activities by managers and workers. This paper will report
the use of business function development in the policy management system
to make the job functions visible for more efficient and effective
targets setting.
Keywords:
Job
Function Deployment, Policy Management, Control Item
Paper #23
 Prevention of Recurrence and Preventive Measures of Service
Quality Problem
Noriharu Kaneko, Service Quality
Management Ltd., JAPAN
(speaker
bio)
What is
recurrence prevention and how to grasp the facts concerning
service quality failures and how to devise countermeasures,
how to prepare Standard Operating Procedures as the
preventive measure against service quality failures?
These will be explained through actual cases and the
relation to the QFD concept.
Keywords:
Recurrence
Prevention, Preventive Measures, Service Quality Problems,
Failure Mode Analysis, SOP, Visual Manual, Principles of
Handling Claims, QA in Service Sectors
Paper #24
 A Critical Analysis of QFD Application in Brazil
after 20 Years of Its Application
Paulo Augusto
Cauchick Miguel, Federal University of Santa Catarina,
BRAZIL
(speaker
bio)
This paper will discuss QFD applications by the academics
and industry practitioners in a developing country. It
offers a critical analysis of the types of matrices, scales,
Voice of Customer and other tools that are often used in QFD
applications in Brazil and the future opportunities for
improvement.
Keywords:
Brazil,
QFD application, voice of customer, matrices, scales
Paper #25
An Efficient
Customer Group Selection for Quality Function Deployment
 Ali Ahmady, Ph.D.
candidate; Don Malzahn, Ph.D. of Industrial and Manufacturing
Engineering Department, Wichita State University, USA; and S. Hossein
Cheraghi, Ph.D., dean of School of Engineering, Western New England
College, USA
(speaker
bio)
This paper proposes a Rough Set-based approach to
efficiently identify the consistent user classes whose perceptions on
functional and non-functional requirements of a product play an
important role in effective product design. Rough Set is a powerful mathematical approach which can identify redundant data and is
effective in handling non-linear and non normal data commonly used in
human evaluations such as QFD. This approach is helpful for
companies that rely on traditional market segmentation to initiate and
implement QFD projects, as it provides a mean to redefine
primary customer groupings whose perceived satisfaction lead to purchasing decisions. A case study of website design is used to
illustrate the approach.
Keywords:
QFD,
Rough Set, Customer Segmentation, Market Segmentation, Customer
Groupings
Paper #26
 The
Customer's Way: Know what to do because you know why you do it
David Mitchell, QFD
Green Belt®,
Eaton Corporation, USA; Daniel Walker, River’s End Consulting, USA
(speaker
bio)
Eaton,
a global technology leader in electrical and industrial systems for
aerospace, hydraulics, and vehicles, uses a phase gated product
development cycle. During the initial deployment, the project team had
experienced a gap in the ability to systematically identify essential
customer wants and needs and to convert those into product requirements.
This paper describes how they were able to gain clear directions by
developing survey questions for each stakeholder that resulted in
excellent feeder stock information for QFD House-1.
Keywords: Customer
Wants and Needs, Quality Function Deployment, Voice of the Customer,
Question Guides, Affinitization, Survey, House of Quality
TOP
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