Quality Management for
Organizational Excellence:
Introduction to Total Quality
Ninth edition
Chapter 1
The Total Quality Approach to
Quality Management: Achieving
Organizational Excellence
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One: The Total Quality Approach to
Quality Management (1 of 12)
• MAJOR TOPICS
– What is Quality?
– The Total Quality Approach Defined
– Two Views of Quality
– Key Elements of Total Quality
– Total Quality Pioneers
– Keys to Total Quality Success
– How is Six Sigma Achieved?
– The Future of Quality Management
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Quality has been defined in a number of ways.
A consumer's view of quality differs from a producer's
perspective.
Consumers think about fitness for use, which means that a
product should do what it is supposed to do.
When viewed from a Producer’s perspective, it means
meeting or exceeding customer expectations.
Quality of design means that there are specific quality
elements that have been instilled in the product.
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Quality and competitive advantage
• The building blocks of competitive advantage are
efficiency, innovation, responsiveness to customers,
organizational agility, and quality.
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Management (4 of 12)
• Total quality is an approach to doing business that
attempts to maximize an organization’s competitiveness
through the continual improvement of the quality of its
products, services, people, processes, and environments.
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Key characteristics of the total quality approach are as
follows:
 strategically based, customer focus,
obsession with quality, scientific approach
 long-term commitment, teamwork
employee involvement and empowerment,
continual process improvement
bottom-up education and training, freedom through control,
and unity of purpose.
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• The rationale for total quality can be found in the need to
compete in the global marketplace. Countries that are
competing successfully in the global marketplace are
seeing their quality of living improve. Those that cannot
are seeing theirs decline.
• W. Edward Deming is best known for his Fourteen Points,
the Deming Cycle, and the Seven Deadly Diseases.
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• Joseph M. Juran is best known for Juran’s Three Basic
Steps to Progress, Juran’s Ten Steps to Quality
Improvement, the Pareto Principle, and the Juran Trilogy.
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Common errors made when starting quality initiatives include
senior management delegation and poor leadership;
team mania; the deployment process
a narrow, dogmatic approach
 confusion about the differences among education,
awareness, inspiration, and skill building.
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Trends affecting the future of quality management include:
 demanding global customers,
shifting customer expectations,
opposing economic pressures,
and new approaches to management.
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Managers, quality, and organizational excellence.
• Managers are responsible for ensuring organizational
excellence and competitive advantage.
• To do these thins mangers perform four broad functions:
• planning,
• organizing,
• leading,
• controlling.
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• The American Society for Quality (AS Q) offers
certifications in a variety of disciplines including Manager
of Quality/Organizational Excellence, Quality Engineer,
Reliability Engineer, Software Quality Engineer, Quality
Auditor, Six Sigma Black Belt, Six Sigma Green Belt,
Quality Technician, Calibration Technician, Quality
Improvement Associate,…
• Quality Inspector, Quality Process Analyst, Hazard
Analysis and Critical Point Auditor, Biomedical Auditor, and
Pharmaceutical G M P Professional.
• What about in Botswana?
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