2.

0 Quality Experts

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 2.0 Quality Experts (Gurus & Scholars)
LEARNING OBJECTIVES:

After studying this chapter, you should be able to:

1. know the “founding fathers” quality

management ;

2. identify the area of focus of each “founding

father”; and

3. be able to understand the similarities and

differences in their philosophies.

McGraw-Hill/Irwin © 2008 The McGraw-Hill Companies, Inc. All rights reserved.

 GURUS ON QUALITY

McGraw-Hill/Irwin © 2008 The McGraw-Hill Companies, Inc. All rights reserved.

 2.1 William Edwards Deming
(1900-1993)
 Statistician, professor, author, lecturer and consultant
 He is perhaps best known for his work in Japan.
 Significant contribution to Japan's later reputation for innovative high-
 quality products and its economic power.
 Some of his contributions to quality :
a. 1960 - the Prime Minister of Japan (Nobusuke Kishi), acting on behalf
of Emperor Hirohito in 1960, awarded Dr. Deming Japan’s
Order of the Sacred Treasure, Second Class. The citation on the medal
recognizes Deming's contributions to Japan’s industrial rebirth and its
worldwide success.
b. 1950 - assistant to the Supreme Commander of the Allied Powers
c. instructor in sample survey methods in government statistics.
d. an exhibit memorializing Dr. Deming's contributions and his famous
Red Bead Experiment is on display outside the board room of the
American Society for Quality.

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2.1 William Edwards Deming (1900-1993)

 He is also widely known for the :

a. System of Profound Knowledge

b. Deming Cycle.
c. Fourteen Points
d. Seven Deadly Diseases

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2.1 William Edwards Deming (1900-1993)

The Deming Cycle

Act Plan

Customer
Satisfaction

Check Do

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2.1 William Edwards Deming (1900-1993)
Deming 14 points :
1. Create a Statement of Purpose.
2. Learn the New Philosophy.
3. Understand Inspection.
4. End Price Tag Decisions.
5. Improve Constantly.
6. Institute Training.
7. Teach and Institute Leadership.
8. Drive Out Fear and Innovate.
9. Optimize the Efforts of Teams and Staff.
10. Eliminate Exhortations.
11. Eliminate Quotas and MBO; Institute Improvement; and Understand
Processes.
12. Remove Barriers.
13. Encourage Education.
14. Take Action

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2.1 William Edwards Deming (1900-1993)
The Seven Deadly Diseases :

 Lack of constancy of purpose to plan products and services that have

a market sufficient to keep the company in business and provide jobs.
 Emphasis on short-term profits; short-term thinking that is driven by a
fear of unfriendly takeover attempts and pressure from the bankers and
shareholders to produce dividends.
 Personnel review systems for managers and management by
objectives without providing methods or resources to accomplish
objectives – for eg. performance evaluations, merit ratings, and annual
appraisals.
 Job hopping by managers.
 Using only visible data and information in decision making with little or
no consideration given to what is not known or cannot be known.
 Excessive medical costs.
 Excessive costs of liability driven up by lawyers that work on contingency
fees.

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 2.2 Joseph Moses Juran (1904-2008)

 Evangelist for Q and Q Management

 Statistician, professor, author, lecturer and consultant
 Similar to Deming, he made an impact in Japan before his ideas
were accepted in the West.
 Some of his contributions to quality :
a. Pareto Principle
b. Management Theory
c. Juran’s Trilogy
d. Transferring quality knowledge between east and west.
e. Consultants for several US, Western-European and Japanese
companies.
f. Founding of Juran institute.

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2.2 Joseph Moses Juran (1904-2008)

 Juran's famous Quality Trilogy, like most trilogies

these days, consists of three parts:

1. quality planning - the process for preparing to

meet quality goals;
2. quality control - the process for meeting quality
goals during operations; and
3. quality improvement - the process for breaking
through to unprecedented levels of performance.

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 2.3 Philip Bayard Crosby (1906 – 2001)

Quality is free . . .

“Quality is free. It’s not a gift, but it is free. What

costs money are the unquality things that is all
the actions that involve not doing jobs right the
first time.”

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2.3 Philip Bayard Crosby (1906 – 2001)

 Philosopher and pragmatic practioner of Q

Management.

 international ambassador extending the

influence of quality thinking to the furthest parts
of the globe.

 a writer and communicator who plainly spoke

his message of Q and reached a broad
audience because of his clear and pragmatic
writing style.

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2.3 Philip Bayard Crosby (1906 – 2001)

 Crosby's 4 (FOUR) Absolutes of Quality

Management are:

1. Quality means conformance to requirements, not

goodness.
2. Quality is achieved by prevention, not inspection.
3. Quality has a performance standard of Zero Defects, not
acceptable quality levels.
4. Quality is measured by non conformance, not indexes.

 Crosby's Basic Elements of Improvement include :

1. determination
2. education
3. implementation.

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2.3 Philip Bayard Crosby (1906 – 2001)

 Some of his most important books include:

1. Cutting the Cost of Quality, 1967

2. Quality Is Free: The Art of Making Quality Certain, 1979
3. Quality Without Tears: The Art of Hassle-Free Management,
1984
4. Running Things: The Art of Making Things Happen, 1986
5. The Eternally Successful Organization, 1988
6. Let’s Talk Quality, 1989
7. Leading: The Art of Becoming an Executive, 1990
8. Completeness: Quality for the 21st Century, 1992
9. Reflections on Quality, 1995
10. Quality Is Still Free, 1996
11. The Absolutes of Leadership, 1997
12. Quality and Me: Lessons of an Evolving Life, 1999

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 2.4 Armand Vallin Feigenbaum (1922 )

 American quality control expert and businessman.

 He devised the concept of Total Q Control later

known as Total Quality Management (TQM).

"Total quality control is an effective system for

integrating the quality development, quality
maintenance, and quality improvement efforts of the
various groups in an organization so as to enable
production and service at the most economical levels
which allow full customer satisfaction."

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2.4 Armand Vallin Feigenbaum (1922 )

 Contributions to Q :

1. his international promotion of the quality ethic,

2. his development of the concept of total quality control
3. his development of the quality cost classification.
4. He also mentioned the THREE (3) steps to quality ;
a. Quality Leadership, with a strong focus on planning.
b. Modern Quality Technology, involving the entire work
force.
c. Organizational Commitment, supported by continuous
training and motivation.

 Wrote several books and served as President of the

American Society for Quality (1961-1963). One of his latest books
(2009) is about
The power of management innovation : 24 keys for sustaining and
accelerating business growth and profitability
.

 Quality must be actively managed and have visibility at the highest

levels of management.
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2.4 Armand Vallin Feigenbaum (1922 )

 Some of the awards and recognitions received are :

1. First recipient of ASQ's Lancaster Award.

2. ASQ 1965 Edwards Medal in recognition of "his
origination and implementation of basic
foundations for modern quality control".
3. National Security Industrial Association Award of Merit.
4. Member of the Advisory Group of the U.S. Army.
5. Chairman of a system-wide evaluation of quality
assurance activities of the Army Materiel Command.

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2.5 A. Parasuraman

 An Indian professor of Marketing at the

University of Miami and has published numerous
articles.

 He authored several books and articles. Some

selected ones are :
1. Technoready Marketing: How and Why Your Customers
Adopt Technology, The Free Press (coauthor with
Colby).
2. Marketing Services: Competing Through Quality, The
Free Press (co author with Berry).
3. Delivering Quality Service—Balancing Customer
Perceptions and Expectations, The Free Press (co author
with Zeithaml and Berry).
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2.5 A. Parasuraman

 His area of interests and specialties are :

1. defining, measuring and leveraging service quality

2. role of technology in service delivery.

3. strategies for effectively marketing technology-based

products and services.

4. services marketing.

5. service quality measurement and improvement technology’s

role in marketing to and serving customers.

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2.6 Valarie A. Zeithaml

 An American who is internationally

recognized pioneer of services marketing.

 Her research interest areas are :

a. Customer Equity
b. Service Quality
c. Services Marketing
d. Consumer Perceptions of Price and Quality

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2.6 Valarie A. Zeithaml

 Her contributions to quality are :

1. Devoted the last 20 years to researching,

consulting and teaching service quality, services
management and customer equity.

2. Consulted with service and product companies,

including IBM, Kaiser Permanente, GE,
Caterpillar, John Hancock Financial Services,
Aetna, AT&T, Sears, Metropolitan Life Insurance,
Bank of America, Chase Manhattan Bank, Allstate,
BellSouth, and Procter and Gamble.

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2.6 Valarie A. Zeithaml
 Some of the awards and recognitions received :

1. 2009 AMA Irwin/McGraw-Hill Distinguished Marketing

Educator Award.
2. 2008 Paul Converse Award.
3. Research awards from most marketing journals – she has
researched customer expectations in more than 40
industries.
4. Zeithaml and her co-authors also won the prestigious,
inaugural Berry-American Marketing Association Book
Prize for their book, Driving Customer Equity: How
Customer Lifetime Value is Reshaping Corporate
Strategy. 5. She also co-authored the best-selling
Delivering Quality Service: Balancing Customer
Perceptions and Expectations and the textbook, Services
Marketing.

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 End of Topic 2.0

McGraw-Hill/Irwin © 2008 The McGraw-Hill Companies, Inc. All rights reserved.