Building quality strategy content using the process from national and international quality awards

In pursuit of total quality management (TQM), firms have used quality awards as models for strategic implementation of their quality initiatives. Many researchers have written about the process of implementing TQM, but few have discussed content. Content is defined as the substance of TQM activities that have an impact on firm performance and the ability to compete. This paper offers two propositions for implementing quality models and using them effectively. The first proposition proposes that national and international award criteria are evolving towards content considerations. The second proposition addresses ways in which the various award criteria link content with process in evaluating TQM as a strategic initiative. An analysis is provided of the national and international quality awards of the United States, Europe, Japan, Canada and Australia, which includes the similarities and differences of their underlying quality principles, core values and evaluation criteria. As these awards are updated and improved, a trend towards a uniform global definition and a model of quality organizational performance is evolving. The awards are evolving to include strategic content that does not just blindly following a strategy process. The quality awards provide a foundation for assessing and encouraging total quality management in the global economy.