Including the voice of the client in the creative process: a case study of the integration of Quality Function Deployment (QFD) to the Value Proposition Design (VPD) in the service sector. JMPM [Internet]. 2022 May 20 [cited 2026 Apr. 29];5(2). Available from: https://journalmodernpm.com/manuscript/index.php/jmpm/article/view/JMPM01402