Title: DFSS in marketing: designing an innovative value co-creation campaign

Authors: Sabina Potra; Adrian Pugna

Addresses: Faculty of Management in Production and Transportation, Politehnica University Timisoara, 300006, Romania ' Faculty of Management in Production and Transportation, Politehnica University Timisoara, 300006, Romania

Abstract: Design for Six Sigma (DFSS) is considered an approach which generates positive quality especially for new products and services. A first time right design is a key success factor for business performance. This paper is an attempt to introduce DFSS efficiency to the marketing domain in a cross-disciplinary approach. Quality attributes influence customer engagement and adequately designed, they sustain value co-creation and innovation for business management sustainability in a global competitive marketplace. The paper discusses the real-life case when DFSS was implemented in designing a successful co-creation marketing campaign.

Keywords: Kano model; DFSS; design for six sigma; DMEDI methodology; innovation; QFD; quality function deployment; HoQ; house of quality; value co-creation; consumer engagement; crowdsourcing; quality attribute life cycle; marketing campaigns.

DOI: 10.1504/IJSSCA.2015.070086

International Journal of Six Sigma and Competitive Advantage, 2015 Vol.9 No.1, pp.21 - 36

Received: 28 Jul 2014
Accepted: 22 Jan 2015
Published online: 26 Jun 2015 *

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