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Expectation Management in Product Development

[+] Author Affiliations
Shuichi Fukuda

Stanford University, Palo Alto, CA

Paper No. IMECE2010-37905, pp. 401-408; 8 pages
  • ASME 2010 International Mechanical Engineering Congress and Exposition
  • Volume 3: Design and Manufacturing, Parts A and B
  • Vancouver, British Columbia, Canada, November 12–18, 2010
  • Conference Sponsors: ASME
  • ISBN: 978-0-7918-4427-4
  • Copyright © 2010 by ASME


It is pointed out in this paper that more attention should be paid to process values. Up to now, we have been focusing our attention only on product value, which is based upon how good functions our final product has. But our customers are active and creative. They are not mere passive consumers. With increasing diversification and with too many products around us, our customers are now looking more for emotional satisfaction. Behavior economics points out the importance of experience value. But they can only discuss about experience at the stage of use. It should be emphasized that we, engineers, can provide exciting experience of creation to our customers, if we get our customers involved in product development. Their involvement can be all the way from design, manufacturing and use to repair. Such experiences will certainly satisfy the highest human needs of self actualization and challenge. If we focus our attention to product value alone, it would be very difficult to let our customers understand quality improvement. But such process values add value very quickly and very remarkably and satisfy our customers to the fullest extent. The problem with process value is that its quality is difficult to evaluate. But if we introduce pattern classification approach, it would be solved very effectively. And further, such an approach reduces time and cost considerably and makes product development very flexible and adaptive to meet the extensively changing and widely varying requirements or expectations from our customers.

Copyright © 2010 by ASME



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