Quality function deployment and its extensions

Purpose – The author aims to review the fundamental concept of quality function deployment and to discuss the facts that the road to success for new product development is the identification of customers' requirements and their conversion into engineering design requirements. Thereafter, the author seeks to present an in‐depth review of the subject and to study five new cases on the topic of quality function deployment. Design/methodology/approach – The paper discusses the key elements of quality function deployment and the fact that the vision for the development of a comprehensive quality system can be built on the principles of quality function deployment taking customer requirements into consideration and relating them to design requirements. Findings – To make the product development task successful and bring competitive advantages to the core business, management must be committed to the needs of customers through marketing surveys and implementing these in the process of product development by converting them into engineering design requirements. Originality/value – This article reviews quality function deployment and its extensions such as fuzzy QFD, AHP and QFD, statistically extended QFD, dynamic QFD, and other extensions. In addition, cases covering the topics of a ship of quality, cost‐design parameter modeling, an enhanced version of quality function development, financial factors and uncertainties in the product design process with fuzzy formulation, and a model for prioritizing and designing rule changes for the game of soccer, are also reviewed.