| Quality Definition |
Customer-based Definitions
- Edwards [1968] Quality consists of the capacity to satisfy wants...
- Gilmore [1974] Quality is the degree to which a specific product satisfies the wants of a specific consumer.·
- Kuehn & Day [1962] In the final analysis of the marketplace, the quality of a
product depends on how well it fits patterns of
consumer preferences.
- Juran [1988] Quality is fitness for use.
- Oakland [1989] The core of a total quality approach is to identify and meet
the requirements of both internal and external
customers.
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Manufacturing & Service-based definitions
- Crosby [1979] Quality [means] conformance to requirements
- Price [1985] Do it right first time
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Value-based definitions
- Broh [1982] Quality is the degree of excellence at an acceptable
price and the control of variablity at an acceptable cost.
- Feigenbaum [1983] Quality is the degree to which a specific product conforms
to a design or specification
- Newell & Dale [1991] Quality must be achieved in five basic areas: people, equipment, methods, materials and the
environment to ensure customer’s need are met.
- Kanji [1990] Quality is to satisfy customers’ requirements continually;
TQM is to achieve quality at low cost by involving everyone’s daily commitment.
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"In order to compete in a global economy, our products, systems and services
must be of a higher quality than our competition. Increasing Total Quality
is our number one priority here at Hewlett-Packard."
-- John Young, President of Hewlett-Packard
From the four examples of corporate visions and mission statements below,
it is apparent that all these companies want to provide good quality goods
and services to their customers. The end result is that they will enjoy
prosperity and long-term growth.
Example 1: Dow Chemicals (by H.H. Dow, Founder)
Vision:
"A premier global company, dedicated to growth, driven by quality performance and innovation, committed to maximising our customers' successes, and always living our Core Values."
Mission Statement (Core Values):
- Long-term profit growth is essential to ensure the prosperity and well-being of Dow employees, stockholders, and customers. How we achieve this objective is as important as the objective itself. Fundamental to our success are the core values we believe in and practise.
- Employees are the source of Dow's success. We treat them with respect, promote teamwork, and encourage personal freedom and growth. Excellence in performance is sought and rewarded.
- Customers will receive our strongest possible commitment to meet their needs with high quality products and superior service.
- Our Products are based on continuing excellence and innovation in chemist-related sciences and technology.
- Our Conduct demonstrates a deep concern for ethics, citizenship, safety, health and the environment.
Example 2: Sea-Land (by A.J. Mandl, Chairman and CEO)
Vision:
"A unique transportation-distribution capability"
Mission Statement:
- Sea-Land is driven by the requirements of its customers.
- Sea-Land's strategy is to strengthen its competitive advantages by linking all global transportation elements into a cohesive system supported by an array of information services that customers clearly value.
- The company's assets and capital, operational enhancements, organisational structure and marketing initiatives are all focused on this goal.
- We are convinced that this strategy secures a vigorous and prosperous future for Sea-Land and each one of its employees.
Example 3: Matsushita Electric (by K. Matsushita, Founder)
Vision:
"Profits are linked to growth and that investments which promote growth will eventually pay off in the long term."
Mission Statement:
- National service through industry,
- Fairness,
- Harmony and co-operation,
- Strive for betterment,
- Courtesy and humility,
- Assimilation to the society, and
- Gratitude.
Example 4: Leicester Business School, De Montfort University (by J. Coyne, Head of School)
Vision:
"By the year 2000 we want to be recognised amongst the leading Business School in Britain. With our critical mass and full range, full function approach to Business we aim to be 'The Best of the Big.'"
Mission Statement:
- To be recognised as a major provider of high quality teaching, research, management development and consultancy, servicing clients regionally, nationally and internationally.
- To provide a supportive working environment, with staff and students enjoying facilities of the highest standards attainable within the resources available.
- To contribute fully to the creation of a major international University of the Year 2000.
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