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Commercializing Great Products with Design for Six Sigma by David W. Bacon, Randy C. Perry

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Chapter 12. Product Positioning

Having estimated the financial value for our proposed new product, the DFSS commercialization team will now determine how to position the product for success in the market. Much additional information will be gathered from the customer interview process before new product positioning is complete. Prior to beginning interviews, however, the project team will develop an initial product positioning strategy. Two primary tools for product positioning are discussed in this chapter: the Market Perceived Quality Profile and the Product Positioning Map. These tools are designed to help us determine not only what we know about the new product and its position in the market, but also what we don't know. Using these tools ...

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