REMark: Revista Brasileira de Marketing (Apr 2015)

Quality Function Deployment – QFD As a Strategic Marketing Tool

  • Rumeninng Abrantes dos Santos,
  • Ana Rita Tiradentes Terra Argoud,
  • Nadia Kassouf Pizzinatto,
  • Pedro Domingos Antoniolli

DOI
https://doi.org/10.5585/remark.v14i1.2893
Journal volume & issue
Vol. 14, no. 1
pp. 49 – 58

Abstract

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The Quality Function Deployment (QFD) is a structured method that aims to convert the needs and desires of customers in product quality characteristics. From its origins, more than forty years ago, it has been applied in various organizations in product development and improvement of existing products. This paper aims to show how QFD can be used as a strategic marketing tool. The research method is qualitative with bibliographical research. The results indicate that the use of the attributes of the "House of Quality" in the various sales stages is a market differentiation strategy and a wide applicability of QFD in marketing, transcending the boundaries of product design and production areas.

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