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Essay Details:
Essay text:
XQFD: extended quality function deployment focussed on achieving multi-channel
synergy. This paper illustrates how this design support method is used in six cases in the insurance and
telecommunication industry, and test on basis of a qualitative quasi-experiment the added value of this
new design approach. The results indicate that our XQFD method meets relevant design criteria and
that XQFD is an attractive approach due to its clear focus on channel synergy and coherence,
competitive positioning, and the relatively short time span required to come to relevant results.
KEY WORDS: Design, service design, multi-channel strategy, Internet service, case-studies
Introduction
Many traditional (click and brick) firms are struggling in their attempt to turn their Internet
presence into a competitive asset (Simons et al...
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