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Abstract: The high demand and competition of the market, caused by globalization and permanent technical innovation,
exerts an enormous pressure on companies. For hundreds of years, business leaders all over the world have engaged in an
on-going battle to gain sustainable competitive advantage, using and improving methods for innovating faster and better,
with high customer value. The present work is a report of the latest methods used by companies in product development.
This research defines only the concepts of the most utilized systems, considering that they are under industrial secrecy.
The use of scientific methods gives the industrial groups the possibility to implement their knowledge in industrial
environments and create case-studies for further publications.
Keywords: product development, innovation process, customers needs, competitiveness, quality standards, time-to-market.
2 Strategies and methods in Product Nowadays organizations have crossed beyond the
Development distinction between technological and non – technological
innovation by setting up and deploying a much broader
set of complementary strategies. Today’s firms tend to
2.1 Background adopt mixed modes of product development (PD) and
Research, innovation and development are of crucial innovation: certain types of methods tend to go hand in
importance for the competitiveness of the modern hand in the same firms and complement each other, while
other types tend to be independent or to substitute for Leggett renamed the term value analysis to value
each other. If a couple of years ago there were engineering, thus incorporating within the new concept
unanswered questions regarding collaborative methods in fresh developed strategies [14]. Value engineering may
product development and innovation, today’s researchers simply be described as an organized effort directed at
are trying to fill in the blanks with reports set up on an analyzing the function of an item or a product with the
international level [10, 11, 12]. objective of achieving the specified function at the lowest
This paper mentions some of the first product possible overall cost [4].
development methods (PDM) that were designed starting
the beginning of the 1940’s. These methods include
quality function deployment (QFD), value engineering
HOWS
Design
Requirements
(VE) and the theory of inventive problem solving (TRIZ).
HOWS
Parts
Requirements
The methods are now used within more complex
HOWS
Requirements
Process
WHATS
Customer
innovative strategies applied in the majority of 1 Requirements
HOWS
Requirements
Production
WHATS
2 Requirements
Design
organizations.
Requirements
Design
WHATS
3
Parts
Requirements
Details
WHATS
4
Product
Process
2.2 Traditional Product Development methods Production
This section is dedicated to three of the most utilized
methods in product development: QFD, VE and TRIZ. Fig. 2 The four phases of QFD. From customer
Quality function deployment (QFD) was originally requirements to client satisfaction. The hows on each
developed by Yoji Akao and Shigeru Mizuno in the early House of Quality becomes the whats in the next. (Adapted
1960s. They extended the original “house of quality” from José, 2004) [6]
(HOQ) approach by deploying “hows” resulting from the
top-level HOQ into lower-tier matrices (figure 2) The Teoriya Resheniya Izobreatatelskikh Zadatch
addressing aspects of product development, such as cost, (TRIZ) or Theory of Inventive Problem Solving (TIPS)
technology, and reliability. The basic quality function was developed by Genrikh S. Altshuller in the former
deployment methodology involves four phases that occur U.S.S.R. at the end of the 1940's. The TRIZ theory is
over the course of the product development process. based on the idea that many of the problems that
During each phase, one or more matrices are constructed engineers face contain elements that have already been
to plan and communicate critical product and process solved, often in a completely different industry for a
planning and design information. One guideline for totally unrelated situation that uses an entirely different
successful development of QFD matrices is to keep the technology to solve the problem. Based on this idea,
amount of information in each matrix at a manageable Altshuller collaborated with an informal collection of
level. Therefore, a larger, more-complex product should academic and industrial colleagues to study patents and
have its customers’ needs further classified into lower search for the patterns that exist. He developed the TRIZ
hierarchical levels [1]. QFD aims to assure that the initial methodology which is often used nowadays (figure 3).
quality of the product will satisfy the customer. It can be
applied either as an independent method or as a specific PROBLEM
TO Find
tool within some of the new product development SOLVE contradictions
PROCESS INNOVATION