Pioneers in Quality
Product quality is essential to Total Quality Marketing, and the latter cannot function without the former. Therefore, this section reviews the background and philosophies of some pioneers in quality control management. In addition, it discusses certain important developments such as the more recent Japanese contribution to quality.
Philip Crosby defines quality as "conformance to requirements." In service companies, for example, "the waste goes out in baskets, and in manufacturing it goes out in barrels" ( Crosby 1979, p. 15).
W. Edward Deming is a consultant and a Distinguished Professor of Management at Columbia University. Born on October 14, 1900, in Sioux City, Iowa, he received a Ph.D. in mathematical physics from Yale University in 1928. He also received the Order of Sacred Treasure, 2nd Class ( Japan) in 1960.
During the 1950s, Edward Deming made several trips to Japan to instruct the Japanese on controlling quality in production. His important message was that quality problems can be controlled through a rigorous and systematic statistical process control. Going beyond statistical instruction, he encouraged firms to use a systematic approach to problem solving. This is known as "Plan, Do, Check, Action (PDCA) or Deming Cycle" ( Deming 1982, pp. 101-104). He pushed top managers to get involved in a firm's quality programs and introduced modern methods of consumer research.
Joseph M. Juran is Chairperson Emeritus, Juran Institute, Inc. He was born on December 24, 1904, in Braila, Romania, and holds a B.S. degree in electrical