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Abstract
Ürün ve hizmet geliştirme süreçleri kuruluşların rekabetçi ortamda güçlerini korumaları için yaşamsal öneme sahiptir ve sürekli geliştirilmelidirler. Bu süreçler gözönüne alındığında iyileştirme için iki farklı bakış açısından söz edilebilir. Birincisi mevcut ürün ve hizmetlerin iyileştirilmesi, ikincisi ise iyileştirme kavramını inovasyonel bir bakış açısı ile ele almaktır. Birinci tür yaklaşım için pek çok farklı yöntem ve yapısal araç önerilmişir. Ancakpazarda gerçek liderliği sağlayacak ikinci türdeki yaklaşım için araştırmacı ve uygulayıcılar az sayıda metot önermiştir ve bunların kulanımında halen sorunlar mevcuttur. Bu metodik yenilik araçlarındn bir tanesi TRIZ dir. Bu çalışmada inovasyonel stratejilerin üretilmesi sürecini desteklemek için bir yöntem önerilmiştir. Bu yaklaşımın ortaya koyduğu bakış açısına göre QFD ve kalite evinin kullanılması ile müşteri istek ve ihtiyaçları ile şirket kaynakları arasındaki kısıtlar analiz edilmeli ve çatışmalar ortaya konmalıdır. Çelişki veya çatışmalar ortaya konulduktan sonra İşletmesel TRIZ bu çatışmaların değerlendirilmesinde ve en uygun çözümün bulunmasında kullanılabilir. Bu çalışma yaratıcı ve inovasyonel stratejilerin oluşturulmasında QFD ve TRIZ in bir arada kullanılabileceği yapısal bir araç önermektedir.
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Abstract
Service and product development processes are vital functions for every organization in order to maintain strength in a competitive environment and these kinds of vital processes must continuously be improved. Regarding these processes it is possible to mention about two different approaches for improvement. First one is the improvement of the existing products and the processes and the second one is considering the concept with an innovative perspective. Many methodologies and structural tools are proposed and widely accepted for the first type of approach. However the second approach which will provide real leadership of the market is still vague and only a few tools are proposed by the researchers and practitioners still have problems in making use of them. TRIZ is one of these tools which give the opportunity of methodological innovation. In this study we proposed an approach which supports the process of building innovation strategies. By the use of QFD and the house of quality, the relationships between customer needs and company resources are analyzed and the contradictions which we regard as the opportunities of innovation are defined. Once the contradictions are established Business TRIZ methodology can be used in order to find the best solutions. This study proposes a structural tool that integrates QFD with TRIZ methodology for building creative and new strategies
Keywords
- Figure 2. A Two Way Conceptual Model for Creative Strategies Figure 3. Traditional Deployment Process. (Hauser and Clausing, 1998) Once the company structure reflections are stated the relationship between the customer need reflections and the company structure reflections are analyzed. Most important reflections of the structure can be identified with the help of a second matrix diagram. By this way the areas where improvement opportunities exist can be easily seen. Once the area of opportunities are determined the relationship between the chosen reflections and the company resources are analyzed with the help of a third matrix. If there is no significant restriction on company resources regarding the selected structural reflection then a strategy focusing on the determined customer needs can be immediately employed. . The analysis until this point has a strong potential for obtaining a good strategy by just showing the opportunities where customer needs are not restrained by the company resources. But usually it won’t be that easy to obtain a good strategy so quickly. Contradictions between customer needs and company resources will occur most of the time and these are the potential opportunities for creating a unique strategy After the critical resources are determined the relationships and the interactions between different company resources are analyzed with the use of a fourth matrix proposed by Mann (1999). The contradictions occurring between the resources can be solved by the inventive principles proposed by Mann. In order to get satisfying results from the proposed model the procedure of four steps must be repeated a few times until a strong and differentiated strategy is built and agreed upon. 5. CONCLUSION The proposed approach for building creative strategies can be materialized with the help of the following step by step procedure. The figure shown below is a revised version of the matrix notation of quality function deployment. STEP 1. Listen to the voice of the customer, analyze the customer needs and enhance the needs with a new and generalized category of statements. These are called customer reflections. Analyze the relationship between basic needs and customer reflections. This is done by using the first matrix. (It is also likely to find out that some contradictions exist between customer needs. If these conflicts can be expressed by means of parameters then traditional TRIZ can be employed to solve these contradictions and inventions can be made) STEP 2. Define the company structure reflections and place them on top side of the second matrix. Analyze the relationship between the customer need reflections and the company structure reflections. Most critical reflections of the structure are identified with the help of the second matrix STEP 3. Analyze the relationship between the chosen company structure reflections and the company resources with the help of a third matrix. If there is no significant constraint on company resources regarding the selected structural reflection then a strategy focusing on the determined customer needs can be immediately employed. On the other hand resources with restrictions are determined and carried to the forth matrix They are the critical resources. STEP 4. The relationships and the interactions between different critical company resources are analyzed with the use of a fourth matrix proposed by Mann (1999). The contradictions occurring between the resources can be solved by Business TRIZ methodology and the inventive principles proposed by Mann. B
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