Measuring Efficiency and Creativity of NPD quoted by QFD

This paper analyzes the process of new product development (NPD). An analysis method and two indexes to measure NPD performance are proposed. The analysis method quoted by the quality function deployment (QFD) matrix is developed to clarify the state transition in the NPD process, from the extraction of customer needs to the design of product specification. The two indexes measure efficiency and creativity in the focused process. The analysis result of three NPD cases, having collaborated with a Japanese company, confirmed various types of NPDs from the viewpoint of the two indexes. A framework is proposed to consider new product concepts expected to be useful for future NPDs. (c) 2017 The Authors. Published by Elsevier B.V.