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Forest Products Society

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Publication: Journal of Forest Products Business Research
Authors: 0
Reference ID: Volume 4, Article No. 1
Publish Year: 2007
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Title: Using Quality Function Deployment to Assess If a Strategy Is Market-Oriented
Description:
This paper introduces a new application of Quality Function Deployment (QFD) as a method for companies to assess and improve their market orientation. Specifically, it allows a company to measure the degree to which the factors it holds to be Competitive Advantages (CAs) are consistent with what customers want. Unlike current measures of market orientation, the methodology uses a multi-tiered platform (top executives and customers). Results from applying the method to the wood products industry in the United States and Chile suggest that the following CAs are relevant for meeting architects’ (customers’) wants and needs: innovation (process, business, and product), differentiation in quality of the material, and export orientation.

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