Open AccessQuality Function Deployment- QFD Como Ferramenta Estratégica de Marketing
Author(s) -
Rumeninng Abrantes dos Santos,
Ana Rita Tiradentes Terra Argoud,
Nádia Kassouf Pizzinatto,
Pedro Domingos Antoniolli
Publication year - 2015
Publication title -
remark - revista brasileira de marketing
Language(s) - English
Resource type - Journals
ISSN - 2177-5184
DOI - 10.5585/remark.v14i1.2893
Subject(s) - quality function deployment , business , humanities , marketing , new product development , art
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.