The house of quality maps customer requirements and product attributes and provides a common language and framework, through which teams can understand the relationship between product attributes and customer requirements, identify design tradeoffs, highlight the competitive shortcomings of existing products and identify the steps to improve them.

What are the steps in the process, write each step and a brief personal description of each and rephrase it, do not copy in the book. (please use material from chapter 11 of MELISSA SCHILLING - STRATEGIC MANAGEMENT OF TECHNOLOGICAL INNOVATION.-MCGRAW-HILL EDUCATION (2019))

Your response must provide your point of view on both questions from a project collaboration perspective. Please include in-text citation and references