Market development using TQM through system integration and customer service in Asia
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.
Keywords
Citation
Taddese, F. and Osada, H. (2011), "Market development using TQM through system integration and customer service in Asia", Asian Journal on Quality, Vol. 12 No. 3, pp. 254-268. https://doi.org/10.1108/15982681111187092
Publisher
:Emerald Group Publishing Limited
Copyright © 2011, Emerald Group Publishing Limited