Most small manufacturing enterprises (SMEs) in Hong Kong are original equipment manufacturers (OEMs). They wish to gain competitive advantage via shortening the new product development time and becoming original design manufacturers (ODMs). Some adopt information systems development as a tool to transform their organization from an OEM to an ODM. However, they encounter difficulties in managing the innovation process. This paper articulates a case study approach to implement quality function deployment (QFD) as a negotiation support system (NSS). Early results show that an NSS can shorten the new product development time and enhance customer satisfaction in a sample-making procedure. Most OEMs are apprehensive about implementing QFD to improve their practices. This paper articulates the state-of-the-art knowledge in using the case study approach in research by practitioners and academia.