THE REFERENCE MARKET FOR HOUSEHOLD APPLIANCES THAT HAVE FOR YEARS BEEN A MARKET OF PURE SUBSTITUTION, WITH COMPETITION ALMOST EXCLUSIVELY WITH THE DUTCH IP PRICES. FROM HERE ONWARDS, IT IS NECESSARY TO OUTSOURCE WORKING IN COUNTRIES WITH LOW LABOUR COSTS IN COUNTRIES WITH THE LOW COST OF LABOUR. THE STRATEGIC AIM OF THIS RESEARCH PROJECT IS TO DESIGN HIGH-QUALITY APPLIANCES WITH A HIGH INNOVATION CONTENT AND QUALIT (AIMING AT A ZERO DIESSS) ENABLING UNEVEN CUSTOMER SATISFACTION, M