It is also essential during the new product development process for measuring and quantifying the unique value proposition of the product or service being produced as well. The final phase, Control, is essential in both a Six Sigma and new product introduction process as well (Pestorius, 2007).
Conclusion
The DMAIC process aligns very well to the new product development and introduction process and is used extensively for that purpose in applying Six Sigma to marketing. Six Sigma can change an entire company's culture and make the many processes synchronized and in unison in making new product introductions more profitable and capable of gaining market share as a result.
References
Brian Cocolicchio (2007). Sales and Marketing the Six Sigma Way. Quality Progress, 40(9), 79. Link: http://www.sixsigmaselling.com/six_sigma_selling/2006/07/about_sales_and.html
Fundin, a.P., & Cronemyr, P. (2003). Use customer feedback to choose six sigma projects. ASQ Six Sigma Forum...
Retrieved from http://asq.org/sixsigma/2005/03/use-customer-feedback-to-choose-six-sigma-projects-en.pdf
Hasan, M., & Kerr, R.M. (2003). The relationship between total quality management practices and organisational performance in service organisations. TQM Journal, 15(4), 286-286.
http://www.ijbmss-ng.com/vol1no1_ijbmss/ijbmss-ng-vol1-no1-pp113-128.pdf
Jeroen de Mast (2007). Integrating the Many Facets of Six Sigma. Quality Engineering, 19(4), 353. Link: http://ibisuva.nl/assets/files/facetssixsigma2007.pdf
Pestorius, M.S. (2007). Apply six sigma to sales and marketing. Quality Progress, 40(1), 19-24. Retrieved from this link.
Sherman, J. (2006). Achieving REAL results with six sigma. Healthcare Executive, 21(1), 8-10, 12-4. Link is here.
Six Sigma DMAIC Process
DMAIC = Define, Measure, Analyze, Improve and Control
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