6 different perspectives

aka superiority or excellence

goodness of product
- Transcedent (judgemental)
- aesthetic characteristics by ad
- product excellence comes with price
- little use by manager
- Product
- quantity
- number of diff features
- larger no. of attributes = higher quality
- => incorporate more features
- Value
- Relationship between benefits and price
- customer benefit package
- similar benefit w lower price/greater benefit w/ same price
- User
- diff wants/needs
- fitness for intended use
- Japanese firms change the name and features (Toyota --> Lexus) to erase
the negative image before
- Manufacturing
- conformance to specification
- design specifications are met
- Customer
- meet customer satisfaction
Integrating quality perspective in value chain
Diff funcs speaks diff languages
Groupwork:
OMO: Dirt is good
Quality: clean, user-friendly, safety for skin
user: completely clean in 1 wash
Manu: 100% RENEWABLE GRID ELECTRICITY, choose renewable ingredients from
sustainable, prosperous sources, the process of getting the ingredients
customer: kids play freely, no fear of dirt

Quality
Degree to which a set of inherent characteristics fulfill requirements
Quality
Characteristics: Inherent >< assigned (permanent >< given characteristics)
e.g: microphone: inherent (color, components, raise voice, volume)
assigned (price, ownership)
Requirement: need or expectation that is stated, generally implied or obligatory
generally implied: custom/common practice of org, customer, interested
parties (not heavy, handy)
obligation: explicitly stated in document (e.g: not cause electric shocl)
Degree - grade
 category or rank of given to different quality requirement for product, process,
system having the same functional use
air ticket
hotel
generally implied

History
post ww2: shortagess of goods => production a top priority
quality not a priority

quality assurance is the voice of quality management rather than technical

TQM (Total Quality Management)
History
craftman
inspection
QC (End)
TQC (control all the process)
TQM (planning, organizing, leading, control)
Challenges
global responsibility (Co2)
consumer awareness (wiser customer)
globalization (competition)
increasing rate of change (diversify knowledge)

4M (Material, machine, method, man)

1I (Innovation)
1E (Environment)

Business support functions

Quality begins with individual attitudes and behavior

who embrace quality goes beyond expectation
power (legitimate, cooercive, reference, expert, personal)