Key Aspects Of Total Quality Management

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In this study as we are using Quality Management concepts to find the improvement areas of strategy management process, some concepts need to be defend.
Based on the Walther A. Shewhart (1891 - 1967) opinion, two aspects was defined for quality. One of them is objective quality which just considers the specifications and properties of products and does not consist of customer needs. The other aspect is subjective dimension which related to customer expectation and requirements. [2]
Total Quality Management is the main concept which is used in this study. It is a fundamental approach to improve business for achieving higher customer satisfaction and competitive advantage. By implementing TQM principles, the cost of poor quality which usually
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Strategic Quality Management means to consider Quality criteria into the vision, mission, and strategic plans of an organization and it will operate based of these plans. SQM is an element of TQM. In TQM quality means to meet customer needs and expectations and In SQM, customer satisfaction will be considers in vision and mission of organizations and strategies and plans should meet customer needs and expectations [6].
In the competitive environments, only the organizations which are always trying for excellence and looking for opportunities to improve and trying to be innovative in all areas, will be successful.
The main specification of excellent organizations is that they have reached to stable and high levels of performance that meet the requirements of all the stakeholders even more than expected. (EFQM, 2013)
Eight identified fundamental concepts of excellence which are defined by European Foundation for Quality Management (EFQM), are illustrated in figure 3. It can be used as the basis to describe the attributes of an excellent organizational culture.
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In figure 5 a pyramid model is used which is very close to "Liker's pyramid model for understanding Toyota's Production System" (Liker, 2004; Dahlgaard & Dahlgaard-Park, 2006).
It shows that the initiator for building Organization Excellence is building leadership.

Building leadership as the foundation, supports the 4 other factors and all of these five factors create a roadmap to the Organization Excellence as the result. [9]
In figure 7, the 4P model is illustrated based on the 'enabler-result' models which shows 4 criteria as enablers and one as the result. [10] Figure 7: The "4P" Excellence Model

As an index to measure the organization health, we have used ILL index in this study which includes Innovation ability, Learn ability and Lean ability. These are all considered as DNA blocks of organization health. The ILL index uses the ratio of average agreement and average importance. When ILL is 1 it means that we are in the optimum situation. (Organizational learnability and immovability, a system for assessing, diagnosing and improving

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