7. Gathering Voice of the Customer to Prioritize Technical Requirements
Importance and Position within DFSS Flow
The success or failure of a new product often hinges on the degree of market acceptance. There are many examples of new products that were technical successes but failed to take off in the market. For Motorola, the Iridium project was a notable example of a brilliant series of technological, geopolitical, and project management successes that culminated in abject failure in the marketplace, and then was sold and rose again as a successful business—but at a fraction of the original business plan. Oftentimes, there are competing approaches, such as competition between Betamax and VHS videotaping, and more recently between Blu-ray disc ...
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