DFSS in marketing: designing an innovative value co-creation campaign. (2015)

• Record Type: Journal Article
• Authors: Potra, Sabina; Pugna, Adrian
• Is Part Of: International journal of six sigma and competitive advantage. Volume 9:Number 1(2015)
• Page Start: 21
• Page End: 36
• Publication Date: 2015
• Subjects: Kano model -- DFSS -- design for six sigma -- DMEDI methodology -- innovation -- QFD -- quality function deployment -- HoQ -- house of quality -- value co-creation -- consumer engagement -- crowdsourcing -- quality attribute life cycle -- marketing campaigns; Six sigma (Quality control standard) -- Periodicals; Quality control -- Periodicals; 658.4013
• Languages: English
• ISSNs: 1479-2494

Abstract

Design for Six Sigma (DFSS) is considered an approach which generates positive quality especially for new products and services. A first time right design is a key success factor for business performance. This paper is an attempt to introduce DFSS efficiency to the marketing domain in a cross-disciplinary approach. Quality attributes influence customer engagement and adequately designed, they sustain value co-creation and innovation for business management sustainability in a global competitive marketplace. The paper discusses the real-life case when DFSS was implemented in designing a successful co-creation marketing campaign.