Reconstruct QFD for integrated product and process development management

Purpose – This paper attempts to renew quality function deployment (QFD) in a comprehensive manner and develop a more process‐oriented approach to implement QFD, in order to effectively support the corporate new product development (NPD) cycle and achieve a more systemic innovation. Design/methodology/approach – This paper adopts “action research” (AR) as its research methodology. The action research was conducted using a “research/consultant strategy” in a series of projects of collaboration with electronic contract manufacturing companies. Findings – This paper develops an enhanced QFD (EQFD) system and an implementation process for simultaneously executing QFD with NPD cycle. Research limitations/implications – This paper studies broadly defined QFD, and focuses on its comprehensive renewal on which there have been very few English‐language publications. Practical implications – This paper specifies how QFD can be implemented by using NPD approach, so as to effectively support the corporate NPD cycle and achieve a more systemic innovation. Originality/value – This paper renews QFD in a comprehensive manner (there are seven major features between it and the original QFD as reinforcement) and develops an implementation process (which consists of four stages, eight phases, and 36 steps) by using NPD approach.