Competitiveness in the Wood Industry: A Quality Function Deployment Based Model for Aligning Customer Expectations with Strategic Capabilities

Abstract

This study introduces a Quality Function Deployment-based competitiveness model for the Hungarian wood industry, integrating internal performance dimensions with external customer expectations. The model is built on international research comparisons and customer survey data collected from wood industry firms, clients, and stakeholders. Some competitiveness factors were identified and weighted using expert judgment and global benchmarks. Findings highlight that quality, value creation, and reliability are the most impactful factors, while export capacity and supply chain stability are weaker areas. The proposed framework provides a practical tool for strategic planning and contributes to industry-specific competitiveness research.