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Market development using TQM through system integration and customer service in Asia

Market development using TQM through system integration and customer service in Asia Purpose – The purpose of this paper is to address the issue of market development using TQM and identify critical factors that link the two fields to enhance business success of companies in a globalized market. Design/methodology/approach – Seven Deming Prize winner companies from Thailand and India are objectively and empirically studied through unstructured interview and through award winner documents. Specific cases are studied from each company to support the interview responses. Findings – The result reveals that: first, TQM facilitates market development by strategically synchronizing product, process/technology, and marketing dimensions of an organization. Second, TQM characteristically and objectively defines customers to strategically manage different and customer‐specific markets. Third, TQM ensures market success in businesses by enhancing market success of customers. Research limitations/implications – The main limitation to this research is that along with the Deming Award, there are other quality oriented awards such as MBNQA and EFQM. Hence, additional studies from such awards may be helpful to support the authors’ cause. Moreover, the limit in the number of companies studied is also considerable. Originality/value – This is an original work of the authors and it is not submitted to any other journal or publisher for publication. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Asian Journal on Quality Emerald Publishing

Market development using TQM through system integration and customer service in Asia

Asian Journal on Quality , Volume 12 (3): 15 – Nov 29, 2011

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Publisher
Emerald Publishing
Copyright
Copyright © 2011 Emerald Group Publishing Limited. All rights reserved.
ISSN
1598-2688
DOI
10.1108/15982681111187092
Publisher site
See Article on Publisher Site

Abstract

Purpose – The purpose of this paper is to address the issue of market development using TQM and identify critical factors that link the two fields to enhance business success of companies in a globalized market. Design/methodology/approach – Seven Deming Prize winner companies from Thailand and India are objectively and empirically studied through unstructured interview and through award winner documents. Specific cases are studied from each company to support the interview responses. Findings – The result reveals that: first, TQM facilitates market development by strategically synchronizing product, process/technology, and marketing dimensions of an organization. Second, TQM characteristically and objectively defines customers to strategically manage different and customer‐specific markets. Third, TQM ensures market success in businesses by enhancing market success of customers. Research limitations/implications – The main limitation to this research is that along with the Deming Award, there are other quality oriented awards such as MBNQA and EFQM. Hence, additional studies from such awards may be helpful to support the authors’ cause. Moreover, the limit in the number of companies studied is also considerable. Originality/value – This is an original work of the authors and it is not submitted to any other journal or publisher for publication.

Journal

Asian Journal on QualityEmerald Publishing

Published: Nov 29, 2011

Keywords: India; Thailand; Total quality management; Customer service management; Market development; System integration; Relationship management

References