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Series:
Effective Living
Ethics
Gathic Illustration
Author:
Dr. Jose Luis Abreu
Editor:
Subtopics:
Literature Reviewed
Reference:
Related
Articles:
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Business schools have for some time concerned
themselves with “quality” in their studies of management. The
most recent, and perhaps the most developed stage in this study
of “quality” has been named “Total Quality Management” or “TQM.”
At the beginning it was referred as “Quality Control,” which
referred to the first stage in a system of quality management which was
based on inspecting the process of manufacturing as well as the final
manufactured products (IAF,1998).
Later,
the concept of “Assurance Management” was added, which was intended
to guarantee a continuous quality level of the product or service which
a business entity offered. Finally, the idea was developed into what at
the present time is known as “Total Quality Management,” a
managerial system closely related to the concept of continuous
improvement and which includes the two previous phases.
The main principles of this managerial system
are as follows:
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Assuring
the complete satisfaction of the needs and expectations of the
customer (internal and external).
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Development
of a process of continual improvement in all of the activities and
policies of the company, a process which has a beginning but is
open-ended
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The
total commitment of both the executives and the managers, and an
active leadership of the entire directive team.
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The
participation of every member in the organization, promoting
teamwork toward TQM.
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The
involvement of suppliers in the company’s TQM system, so that
those outside the business entity also recognize the important role
of the TQM system in achieving and improving the company’s
quality.
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Identification
and management of vital organizational processes, and elimination of
departmental and structural barriers that hide such
processes.
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Management
decision-making based on objective data and facts, where management
is based on accurate information.
According
to Rico (1999), this philosophy of quality provides a global conception
that promotes the continuous improvement in the organization and the
involvement of its members, centering on the satisfaction of both
internal and external customers. We could define this philosophy as
follows: Management (the directive body is completely committed) of the
total (every member in the organization is involved, including the
customers and the suppliers) quality (behavior and production
requirements are understood and assumed exactly)
The
term “quality,” as used in management consulting, has undergone many
changes that can be reflected in a historical evolution. In table 1, each one of the stages of the “quality” concept and
its objectives are described. This evolution helps us to understand the
origin of the drive for a better product or service which can satisfy
the needs of a customer or a society. It also helps the reader see how
an entire organization can become involved to achieve this goal. Quality
is not only an essential requirement in a product; it is also a
strategic factor which the organization must have, not only to maintain
its position in the market but indeed to assure its survival.
Quality
improvement is a process designed to reduce defective products, services
or processes, and can also be used to make already good products better.
Any project to improve quality will consist of a clearly defined problem
(or an opportunity to improve), and a program to find and work toward a
solution. Like any program, it has to rely on resources (materials,
humans and information) as well as time and work requirements (Abreu,
2000).
To
use what might seem a contradictory description, there is now a “new
ancient approach” which I propose in the field of quality management.
This strategy goes beyond the traditional focus on procedures, policies
and the final product or service. This “new ancient approach” to
quality issues is concerned with the ethical values
proposed by Zarathushtra, or Zoroaster, thousands of years ago.
Every
member in an organization, from top to bottom, contributes with his or
her actions to the quality of that organization’s product or service.
In this sense, human behavior is fundamental when it comes to
manifesting the goal called “quality.”
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Table
1.
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EVOLUTION
OF THE CONCEPT OF QUALITY
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STAGE
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CONCEPT
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OBJECTIVES
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Artisanry
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To
do things right independently of the cost
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a)
To satisfy the customer.
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or
effort necessary to accomplish it
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b)
To satisfy the artisan for
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a
work well done.
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c)
To create a unique product.
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Industrial
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To
do many things not taking quality into consideration
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a)
To satisfy demand of goods.
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Revolution
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Production
is identified with quality
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b)
To get benefits.
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Second
World
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To
assure the efficiency of the armament not taking into con-
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To
guarantee the availabity of
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War
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sideration
the cost, with the highest and fastest production.
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efficient
armament with the
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Efficiency+Time=
Quality
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right
quantity and timing.
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Post-War
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To
do things right from the very beginning.
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a)
To minimize cost through
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(Japan)
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quality.
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b)
To satisfy the customer.
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c)
To be competitive.
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Post-War
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To
produce, the more the better.
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To
satisfy the great demand of
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(Rest
of the
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goods
caused by the war.
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World)
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Quality
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Techniques
of inspection in production to avoid the output of
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To
satisfy the technical needs
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Control
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defective
goods.
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of
the product.
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Total
Quality Management
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A
theory of management centered in the permanent satisfaction of
customer expectations.
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a)
To satisfy external and
Internal
customers.
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b)To
be highly competitive.
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c)
Continuous improvement.
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Quality
Mngt.
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Theory
for the new millennium based upon the ethical values
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To
administer the ethical
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by
Values
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and
principles of the organization and its members as a
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values
and principles of the
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foundation
for quality procedures and processes that are
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people
in the organization, focu-
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designed
to satisfy the customer. A proposal for a Zoroas--
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sing
on the satisfaction of the
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trian
approach to Quality Management
by Gathic Values
is
being made by the Spenta University Academic Team.
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customers
as part of those values.
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Zarathushtrian
ethical philosophy contains the first historical formulation of values,
principles, and virtues (Abreu, 2000). It can be easily applied to
modern management. The foundation provided by good
thoughts (good thinking), good
words (good communication) and good
deeds (good actions) leads to three strong pillars for quality
management.
The
three pillars
of the Zarathushtrian approach to quality through values must be
introduced and maintained by the managers of the company. As the leaders
of the organizaiton, they have the responsibility to create an
environment in which to instill these three elements in the working
community.
With
the promotion of Good Thoughts, the employees identify themselves with
the objectives established by the company. In this way, they perceive
themselves as a vital part of the organization. A person who has good
thoughts towards himself, his coworkers, the leaders of the firm, and
the organization as a whole, will be more likely to communicate well
(good words). In turn, this can lead to more creative and productive
work (good deeds) which will be translated into what is defined as
the desired quality.
The
Zarathushtrian approach proposes a quality management by values that
takes into consideration human behavior, and regards moral values as the
elements that are vital to quality. On these three pillars of the
Zarathushtrian Ethics an organization should be able to achieve solid
customer satisfaction, because these ethical policies arise from the
thinking and understanding within the organization and not from
outwardly imposed procedures or policies that may not be followed by the
workers. Zarathushtrian ethical philosophy, applied to industry,
considers human values as primary; these values are the beginning and
the end of the organizational system, as the organization attempts to
assure its survival as both a productive and moral entity.
According
to Zarathushtrian thought, quality would mean perfection, or in the gathic expression “HURVATAT”, a state of
all-round excellence, of complete well-being and integrity. A quality
manager, besides assuring an organizational environment of good thought, good words, and good actions, has to set a
direction for these efforts. The ultimate aim should be perfection - which
strives to perfectly meet customer requirements.
Once
the Zarathushtrian-inspired manager has established an environment of
good thoughts, good words and good actions for the organization, he or
she can then propose a program for attaining “Perfection.” This
stage will establish a frame of action. This aspect of management will
be inspired by the highest form of Righteousness
defined by Zarathushtra in his Gathas as “ASHA”.
This concept expresses also order,
which is very important for achieving quality in an organization. In a
business context, ASHA means that everything should be done correctly
and precisely, in order to meet the
needs of customers.
Another
Zarathushtrian concept which can be applied to organizational theories
of “quality” is related to progressive
mentality or, in ancient Iranian language (Avestan), “SPENTA MAINYU”.
“Spenta” means “progressive” – always growing (Jafarey, 1989).
The actions of such a progressive mentality open the road to continuous
improvement in quality management. This tool allows participants to use
the “mind of the organization”
for maintaining quality according to the constantly evolving and
changing demands of the market. It also provides the elements for a
healthy competitiveness.
The
Zarathushtrian approach to quality management suggests a change in
mentality that in a simple way can be described in the following steps:
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To
verify the mission of the organization, and what values need to be
incorporated in its work.
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To
analyze the environment of the organization: all the factors that
bear on management, work, and production
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To
instill and maintain the three pillars of quality (“good thoughts,
good words, good actions”) in the environment and culture of the
organization.
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To
maintain the results through a progressive mentality.
Quality
management must be perceived as a life style or a way of life. It is a
philosophy, and as such it must have certain premises, policies, values,
and beliefs, which can be summarized and taught to the workers. The
Zarathushtrian view identifies quality as moral and social values,
rather than just as efficiency, profit, procedures or technology, or
competitive production. It is a new way to show that quality depends
above all on the human elements of an organization.
Literature
Reviewed
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Abreu, Jose Luis. 2000. The Ethical Dimension of
Management (PhD Thesis).
U.R.B.E Press. Maracaibo, Venezuela. Spanish Version.
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Abreu,
Jose Luis. 2000. The History of Ethics and Its Zarathushtrian
Origins.
Latin America Spenta University Foundation Press. Maracaibo,
Venezuela.
English Version.
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Instituto
Aragones de Fomento (I.A.F). 1998. Conceptos Generales de Calidad
Total. Madrid, España.
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Jafarey,
Ali. 1989. The Gathas, Our Guide. Ushta Publication, California.
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Rico,
Ruben. 1999. Total Quality Management. Ediciones Macchi. Buenos
Aires, Argentina.
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