Total Quality Management (TQM)


Japanese Customer-focused TQM
as opposed to manufacturing-focused TQM

Vadim Kotelnikov advice quotes

Vadim Kotelnikov

Vadim Kotelnikov, founder of 1000ventures - personal logo      Business e-Coach      Innompic Games icon





“Market-In” Strategy

In Japan, 'product-out' is an antonym to 'market-in'. It is used to indicate a priority on producing goods without paying sufficient attention to customer requirements >>>

TQM in Japan is  referred to as “market-in” because it is customer-focused.

TQM activities shifted their emphasis from maintaining quality throughout the production process to building quality into the customer value created by the firm by designing and developing products that meet or exceed customer requirements and expectations.  >>>



Customer-oriented TQM means that one should always satisfy and never inconvenience the people in the next process because they are customers.

TQM customer-focused - Japanese Total Quality Management - customer-oriented, internal and external customers







People In the Next Process are Your Customers

If quality is to be maintained and improved in the production process, care must be taken to build cohesion throughout every stage of work. There must be smooth communication and cooperation among all the people at every stage of the manufacturing process.

Customer-oriented TQM means that one should always satisfy and never inconvenience the people in the next process because they are customers. TQM concept rests on the premise that assuring quality to each customer at each stage will assure quality of the finished product.

The concept “The next process is the customer” led to the formal commitment never to send defective parts to those in the following process and was later institutionalized as the kamban system.

Design engineers treat manufacturing people as their customers and try to satisfy them when they work on a new product.  >>>





Case Studies Komatsu

Komatsu, a world’s leading manufacturer of construction and mining equipment, defines its TQM goal as “Satisfying Komatsu’s worldwide customers through rational, cost-conscious research, development, sales, and servicing.” At Komatsu, cross-functional management committees are placed under the TQM committee and divided into the three areas: profit management; quality assurance; and quality management. The quality assurance committee is intended to improve the system of quality assurance from product planning to sales and services.



Case Studies 14 TQM Slogans at Pentel

People in the next process are your customers. If you stick to the product-out concept, our company's name will not even be listed in the phone book after a while.  >>>


Konosuke Matsushita advice quotes

Company's vision must be driven by the aspirations of its customers.  >>>

Konosuke Matsushita


Soichiro Honda quotes

For the customer who receives a defective product, the product is 100% defective. For him, the product is 100% a failure.

Soichiro Honda


Akio Morita advice quotes Sony

I believe people work for satisfaction. People need money, but they also want to be happy in their work and proud of it.

Akio Morita