figure could be further adapted to both more complex and simpler situ-
ations. The complex case requires an expansion of the house where, e.g.,
some of the parts cover more participants, e.g., seed producer (S) ver-
sus seed developer, seed grower, seed supplier, while the more simple
case is a shrinkage of the house, e.g., the grower could have a farm shop.
Horizontal:At the left side of the house we find the needs and re-
quirements from all the customers in the chain with the consumer needs
at the upper-left corner and the growers at the lower-left corner.
212 HOUSE OF QUALITY—AN INTEGRATED VIEW
FIGURE 11.3House of Quality for the chain from seed developer to consumer.