Dynamic Benchmarking Methodology for QFD
Paper in proceeding, 2008

A competitive advantage, generally, can be gained if a firm produces a product that not only addresses what the customer values most, but also performs better than its competitors in terms of quality, cost, and timeliness. However, these two factors, namely, the customer needs and competitors' performance, change over time, and yet most product design processes seem to have oversimplified this fact. This paper aims to address this issue, that is, how the dynamics of these two factors along with their interaction can be integrated into a QFD analysis. This proposed methodology essentially comprises of two novel technical approaches. First, it is the use of an exponential smoothing based forecasting technique to model the trend of the importance rating values and the competitive benchmarking information. Second, it is a strength-weakness-opportunity-threat (SWOT) based competitive weighting scheme, which at the same time serves as a more systematic way to substitute the traditional QFD customer competitive target setting and sales point value determination



importance rating

customer competitive assessment


Hendry Raharjo

Chalmers, Technology Management and Economics, Quality Sciences

Aarnout Brombacher

Eindhoven University of Technology

Kah-Hin Chai

National University of Singapore (NUS)

Bo Bergman

Chalmers, Technology Management and Economics, Quality Sciences

2008 IEEE International Conference on Industrial Engineering and Engineering Management, IEEM 2008; Singapore; Singapore; 8 December 2008 through 11 December 2008

978-142442630-0 (ISBN)

Subject Categories

Production Engineering, Human Work Science and Ergonomics

Economics and Business





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