Total Quality Management, Part 3

Humanistic approaches to TQM Humanistic approaches regard the key challenge of TQM to be the creation of a quality culture in which staff use their own initiative and judgement to deliver a quality product, rather than adhering slavishly to predetermined quality...

Total Quality Management, Part 2

Reliability Having defined the product, the next stage of the TQM process is to develop processes that ensure that production consistently meets the quality specification. The quality specification is used to determine the format of production processes or service...

Total Quality Management, Part 1

The importance of organizational systems to RM cannot be overstated – Gronroos (1996) argues that one of the three key strategic implications of RM is the adoption of a process perspective. The development of a customer’s trust in a supplier requires the...

The Situation Analysis

The purpose of the situation analysis, also known as the strategic audit, is to answer the question: Where are we now? This involves the detailed analysis of the organization and its environment. A comprehensive analysis commonly involves the following elements: The...

The RM Plan, Part 2

Marketing strategy Strategy is frequently defined as the means by which objectives are achieved. Although this definition is technically accurate, it throws little light on the nature of strategy. In this text, strategy is taken to mean a set of constantly evolving...

The RM Plan, Part 1

Planning, strategy and management There is considerable variation in the definitions of planning, both explicit and assumed, offered in the marketing literature. The term is often used interchangeably with those of strategy and management and is usually prefaced by...