engleski

USE OF PRINCIPAL COMPONENT ANALYSIS FOR OPTIMIZATION OF VOICE OF STAKEHOLDER IN QUALITY FUNCTION DEPLOYMENT METHOD

Contemporary management concepts include the requirements for implementing and developing sustainable business development strategies which enables a comprehensive overview of the requirements of all stakeholders, and achieving a better relationship in the function of reaching sustainable business objectives. Such a concept requires the full responsibility of management and broader understanding of the importance of the company and its impact on the environment. On the other hand, the key to competitiveness is increasingly in the implementation of differentiation strategies, whereby the competitiveness of enterprises is directly linked to the product, or service that is different from the competition. In order to achieve a product- based differentiation strategy, a systematic and integrative approach to the development of products is necessary, which, due to its complexity, sees and respects the demands of all stakeholders. In that process, the problem of opportuneness of stakeholders’ wishes, needs and demands regarding the product and business of the company arises. In the often-used product development method, the QFD method, customer demands were emphasized and as such, a redesign in the part of changing customer requirements (VOC) with the requirements of stakeholders (VOS) is needed. Taking this into account, the aim of this paper is to indicate the possibility of using Principal Component Analysis (PCA) in optimizing and defining the requirements of stakeholders instead of just the customer in the QFD method. This would ensure the improvement of the QFD method and enable its application in the concept of sustainable business.

Principal Component Analysis (PCA), Quality function deployment (QFD), Quality Management, Voice of customer (VOC), Voice of stakeholders (VOS)

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