Page 25 - DMGT524_TOTAL_QUALITY_MANAGEMENT

Total Quality Management

Notes 6. Continuance: Unyielding remembrance of how things used to be and how they are going
to be.

Self Assessment

Fill in the blanks:

14. Philip B. Crosby was a former …………………… for Quality at ITT.
15. The essence of Crosby’s quality drive is …………………….

2.5 Armand V. Feigenbaum

Armand V. Feigenbaum became known to the Japanese at the same time as Deming and Juran.
As head of quality at General Electric (USA) he had extensive contacts with Japanese companies
such as Hitachi and Toshiba. But it is really through his book titled: Total Quality Control that he
became best known. He was the first to argue that quality should be considered at all the various
stages of the process and not just within the manufacturing function. Feigenbaum argued that
the contribution of the manufacturing function in isolation is not enough for the production of
high quality products. He concludes.
“The underlying principle of the total quality view and its basic difference from all other
concepts is that to provide genuine effectiveness. Control must start with identification of
customer quality requirements and end only when the product has been placed in the hands of
a customer who remains satisfied. Total Quality Control guides the coordinated actions of
people, machines, and information to achieve this goal. The first principle to recognize is that
quality is everybody’s job.”
From a quality consideration, Feigenbaum argues that new products progress in the factory
through smaller stages of what he terms the industrial cycle. He refers to three categories of
stages of the industrial cycle.

2.5.1 Stages of Industrial Cycle

1. New design control
2. Incoming material control

3. Product or shop-floor control
He also made a major contribution by studying quality costs. He identified the various costs in
what he called the ‘hidden plant’. This is the proportion of the total plant capacity which specifically
deals with rework and corrections. He considered that the size of the hidden plant can vary from
15 to 40 per cent of the total plant capacity.
Deming, Juran and Crosby are the main pioneers in the area of Total Quality Management.
Their thoughts on TQM have some conflicts but there are more similarities than conflicts.
So their contributions to TQM are also regarded as three paths, one journey.

Task Present a detailed report highlighting the clashes and commonalties in the
philosophies of W. Edwards Deming, Philip B. Crosby and Joseph M. Juran.

20 LOVELY PROFESSIONAL UNIVERSITY