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.

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