Technology Push

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					Chapter 4



                                                        CHAPTER 4
                                        PRODUCT AND SERVICE DESIGN

Review and Discussion Questions
1. Describe the generic product development process described in this chapter. How does this
   process change for "technology push" products?

Products that are developed using the “technology push” would be more narrowly focused in
phase 0 and phase 1 of Marketing. There focus would be narrower because you would only look
at market segments that could benefit from the application of your technology. The rest of the
generic process may be somewhat less complex as well since the technology of the product
current exist in your manufacturing facilities

2. Discuss the product design philosophy behind industrial design and design for manufacture
   and assembly. Which one do you think is more important in a customer-focused product
   development?

Industrial design is concerned with designing a product from the end-user’s point of view, such as
aesthetics and user-friendliness of the product. Design for manufacturability, on the other hand,
makes the product design less complicated and easier to manufacture. Very often it results in less
parts, smaller size, increased reliability, and lower cost.

Both philosophies are equally important for a customer-focused product development. In order to
attract customers, the product must be aesthetically pleasing and user-friendly (industrial design).
However, to sustain customer interests, it should also have a lower cost and higher reliability
(design for manufacturability).

3.

4.

5. How does the QFD approach help? What are some limitations of the QFD approach?

QFD helps to get the voice of the customer into the design process using interfunctional teams.
The limitations of QFD relate to the culture of the organization. In the United States, we tend to
be vertically oriented and try to promote breakthrough. This can work against interfunctional
teamwork, which is needed for QFD success. If a breakthrough culture can be maintained with a
continuous improvement mentality through interfunctional teams, this would lead to tremendous
improvements in productivity.




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