Quality Management Obsession: Drive Out Fear, Create Innovative Climate in a Quality Culture

Quality Management Obsession: Drive Out Fear, Create Innovative Climate in a Quality Culture

Eman A. Zabalawi (Higher Colleges of Technology, UAE)
DOI: 10.4018/978-1-5225-9377-5.ch011


Entrepreneurship is a driving force to modern economies if organizational excellence is achieved. High-quality outputs are important at the local, regional, and international level due to e-commerce evolution in business industries. Therefore, factual approach to solve managerial challenges toward quality at the micro and macro level is on demand to outreach global markets. Even local companies selling locally will have to compete globally with high quality and cost-cutting strategies to gain customer loyalty. The quality challenge is to have consistency in all products and services sold anywhere in the world; this can only be achieved if standardized processes, systems, and training are adopted in a quality culture. As an entrepreneur, acquiring “Quality Strategic Management” approach helps prevention of poor outcomes by keeping failure and appraisal costs to the minimum through quality planning and quality training, quality testing, and quality auditing to avoid factors preventing competitive advantage strategies promptly.
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Three factors inhibit business competitiveness in becoming an entrepreneur. Firstly, family related factors in upbringing to develop soft skills and, hence, application to knowledge areas. However, a person could learn entrepreneurship through family and community, so it may be possible to teach relevant content and application from youth in a contained scale to offer a service or product. Secondly, education-related factors such as a weak curriculum leads to a poorly skilled workforce. Accordingly, the education sector has been focused on research in entrepreneurship in recent decades (Bager, 2011). Thus, research on entrepreneurship has become an important aspect to the higher education decision makers due to the significant economic surplus Additionally, its relation of behavioral sciences including quality management, economics, sociology, and psychology in a hybrid approach have presented many success stories in the market. Thirdly, business-related factors that focus on a variety of knowledge areas such as internships or summer jobs support successful outcomes. Specifically, as what will be shown below, acquiring knowledge from a quality management system perspective correlates a positive outcome for entrepreneuras through the “Do” and “Act” of quality continual improvement.

Quality is a relative term. It is more concerned with the end use of a product or service. Therefore, quality definition reference to Juran views quality as “the fitness for use or purpose at the most economical level.” (Bryce & Troy, 2018) Customers select the quality grade of product from the market as well as from what one can afford. With that in mind, as an entrepreneur, one has to then ensure the quality process in order to achieve positive, revenue impact outcome.


Late 20th century was the emergence of the new management of principles labeled “quality management.” The term “Quality” was given importance and had in its fold in introducing concepts such as support, business improvement, waste minimization, customer satisfaction feedback, and risk management (9000:2005, 2005). The term ‘quality’ differs from person to person when a product is perceived as good quality, but perceived to be of bad quality by another. In such situations, the leadership phase is crucial to determine quality as a focus and orient their actions and production level. Organizations strategically then develop plans in order to meet customer requirements, and strive to exceed customer expectations through continouse improvemtn which should increase revenue and market share. Thus, in order to enhance customer satisfaction, it becomes systematic management in relation to customer relationships. The evolution of TQM has emerged in industries starting with Inspection, followed by Quality Control, Quality Assurance. It begins with the knowledge provided by gurus of quality: Shewhart, Deming, Juran, Feigenbaum, and Crosby (Bryce & Troy, 2018) These gurus contributed to the development of principles and practices, the tools, and techniques. Therefore, this chapter will enlighten discussion on how SME’s start-up utulizing a quality management system based on the ISO 9000: 2015.

The United Arab Emirates has increased awareness towards achieving business excellence in quality management by launching quality awards such as the Sheikh Khalifa Excellence Award, and the Dubai Quality Awards in full adoption excellency management (Manna, Adebanjob, Laosirihongthong, & Punnakitikashem, 2011). The awards have became the drivers of business excellence as well as created a positive reflection of organizations focused on TQM. Also, while organizations that have implemented TQM have found it to be beneficial, more needs to be done to improve awareness, particularly among small-to-medium enterprises (SMEs). Thus, the implications for more mature organizations to facilitate more sharing of quality best practices increases the competencies of both the organization and the country through innovative problem solving toward excellence (Fonseca L., 2015) .

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