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      • A Greenhouse Approach for Value Cultivation

        ( Jens J. Dahlgaard ),( Adrian Pugna ),( Sabina Potra ),( Romeo Negrea ),( Marian Mocan ) 한국품질경영학회 2015 한국품질경영학회 학술대회 Vol.2015 No.2

        Background and Purpose: The present paper explores design requirements which companies need to take into consideration when designing and developing new products or services. After examining the ongoing debate regarding the theory of attractive quality, the so-called HWWP (Health, Weapon, Wealth, and Prospect) model to support new product or service design was proposed (2015) which aimed to provide better classification criteria for customer needs and requirements as a first step towards strategic decision support in new product and/ or service design. The purpose of this article is to refine the existing HWWP model as the basis for developing a strategic approach for analysing variations between potential customers‘ needs in order better to understand what qualities should be further cultivated before product launch. The new approach is called “A Greenhouse Approach for Value Cultivation”. Methodology/Approach: Case study data of a new web based customization service for a Romanian shoe manufacturing company is re-analysed to refine the existing HWWP model into the new “Greenhouse Model”, and a generalized regression model with non-linear curves is used for assessing the values of existing service attribute as the basis for further value cultivation. Findings: The -Greenhouse Model” envisages new perspectives of the evaluation of customer needs which better supports strategic decision making regarding further value cultivation for profound affection (= customer delight). Originality/Value of paper: Even if there is a need for further analyses the suggested -Greenhouse Approach for Value Cultivation” is regarded as a new and original contribution to the theory of attractive quality creation which deepens its position in the theory of attractive quality and transforms it into a practical management tool to support new product and service design.

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