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School of Mechanical, Materials, Manufacturing

Engineering & Management
The Development of
Quality Management in Thailand
by
Ladawan Krasachol
BSc., MSc.
Thesis submitted to the University of Nottingham for
the degree of Doctor of Philosophy
June1999
Abstract
ABSTRACT
This thesis presents the results of an investigation into the development
of quality management in Thailand. The research was conducted in order to
draw up an overall picture of quality progress in Thai industry, to provide
useful insights for Thai companies and policy-makers, as well as to compare
Thailand with other developing countries.
This research has adopted an integrated approach to research
methodology comprising both survey and case study methods. Four linked
empirical research projects were conducted to obtain an insight into quality
management, particularly the ISO 9000 series of quality systems standards,
Total Quality Management (TQM), and a `foundation level' quality system,
within Thai industry. The in-depth study of ISO 9000 implementation
identifies the driving forces encouraging Thai industry to pursue ISO 9000;
four types of ISO 9000 implementation process; implementation factors and
obstacles; the impact of implementation process and future plans after a
company has achieved ISO 9000 registration. The study of TQM
implementation in companies located in Thailand reveals that the companies
studied have each adopted different, but successful, approaches to TQM
implementation. The Thai Foundation Quality System Standard (TFQSS) has
been proved to be suitable for Thai SMEs. Findings from the four individual
research project together provide some new insights into the development and
implementation of quality management in a Thai perspective.
ii
Abstract
As a result of the study, a TQM framework was developed. The
framework identifies three broad dimensionsof quality managementin a Thai
organisation,which are:-
" Three aspectsof quality management;
" Five stages of development; and
" Four implementationparadigms.
An organisation that wishes to embark on a quality journey can
examine its status against the framework in order to start, or to improve a
particular aspect that is found to be unsatisfactory.
After identifying some criteria for the assessmentof national quality
development,a simple model of quality managementin developing countries
is proposed to depict comparative characteristics of quality management
within these countries. It is concluded that, among developing countries in
South and East Asian region, Thailand is in the middle of the spectrum of
development.
iii
Acknowledgements
ACKNOWLEDGEMENTS
This thesis describes an extensive research programme carried out by
the author. Because of the wide scope of the work, a number of people and
organisations have contributed in many ways to the research. Their support,
co-operation and assistancehave been instrumental to the completion of this
thesis. In particular, I would like to thank:
My supervisor, Dr. James D. T. Tannock for his invaluable advice,
professional guidance, and unlimited support. It has been a great pleasure
working with him during the `learning' process of a PhD. Dr. Tannock had
particular involvement with the `TFQSS' project described later for which he
actedas academicconsultant.
Mr. Phillip Willey, who supervised the primary stages of this study and
provided its initial impetus. His guidance during the early phase was greatly
appreciated. Thanks also to Professor Christopher O'Brien for his support.
My sponsor,the Royal Thai Governmentwho funded my research,and
also my employer, the National Science and Technology Development
Agency (NSTDA) who allowed me a long period of absence in which to
complete my thesis, and gave me valuable support in data collection. I am
deeply indebted to Professor Naksitte Coovattanachai, the Deputy Director of
NSTDA. Without his support and continued encouragement throughout the
past four years this thesis would not have been completed. I am grateful to
iv
Acknowledgements
Professor Yongyuth Yuthavong, the former Director of NSTDA, who
permitted me to conduct the research within NSTDA projects.
Dr. Paritud Bhandhubanyong, who provided very helpful suggestions
as well as information regarding Thai quality management. I would also like
to thank Dr. Sumol Pavittranon and Flt. Lt. Bunjob Suktat for their ongoing
encouragementand support.
All companies involved in this research project, who provided vital
opportunities for research in their organisations. This includes the 217
companies that responded to the survey questionnaire and the 13 companies
that were very open and informative during the courseof the research. Special
thanks go to Mr. Somnuck Wiroonpong at Read-Rite (Thailand) Co., Ltd., Mr.
PhaosingNuangchamnongat Toshiba ConsumerProduct (Thailand) Co., Ltd.,
and Mr. Marut Mangklabruks at Siam Refractory Industry Co., Ltd., who
allowed me to utilise their companies as successful case studies of TQM
implementation in Thailand.
My colleagues at STQC section, NSTDA, who have provided so much
help throughout the researchproject. I am especially grateful to Tipawan,
Somchai, Budsaporn, Patcharee, Nattaka, Karnjana, Chittikarn and Patcharin,
who assisted in the administration of the survey questionnaire, and in
contacting collaborating companies. Their enthusiasticsupport, their excellent
teamwork, and the fruitful discussion they provided were an ongoing
foundation for my work. I also would like to thank Mr. George Ridge, with
V
Acknowledgements
I
whom worked in a consulting team, for furnishing a helpful analysis on the
ISO 9000 quality systemof participating companies.
All the staff and friends in the Division of Manufacturing Engineering
& Operations Management. Special thanks are due to Mrs. Ann Wright for
her support,Dr. Richard Barson,Mr. Nick Cope and Mr. Matthew Sandersfor
their help on computing facilities. Thanks also go to Farbod, Anitha and Mary
who helped me improve my English writing. I wish to thank Eric, Danupun,
Sittichai, Duangpun, Thapin, Chatchalee, Pimol, Unchulee, Lorraine and
Kathrin for their companionship, feedback, insights and willingness in helping
me towards completion.
The final and greatestthanks go to all the membersof my family. I am
especially indebted to my husband, Kampanat Krasachol, and my daughter,
Natchanat Krasachol, who have suffered from my long absence during the
course of this study in the UK. Thanks also go to Mr. and Mrs. Luckit, my
great uncle and great aunt, for their support, care and encouragement. Most of
all words cannot expressmy gratitude to my parents, Mr. Sathein and Mrs.
Naruemon Itthipathachai, who have always been there for me and to whom I
dedicate this thesis.
V1
Contents
CONTENTS
Abstract ii
............................................................................................................
Acknowledgements ......................................................................................... iv
Contents vii
..........................................................................................................
List of figures xii

..................................................................................................
List of tables xiv
..................................................................................................
List of abbreviations XV
......................................................................................
1. Introduction 1
...............................................................................................
1.1 Background to the research 2
................................................................
1.2 Objectives of the research 5
..................................................................
1.3 Research methodology 6
....................................................................... 7
1.3.1 Research methodology framework
.........................................
1.3.2 Research methods 11
.................................................................
1.4 Structureof the thesis 14
.......................................................................
2. Themes in quality management - Literature review ........................... 16
2.1 Introduction 16
......................................................................................
2.2 Quality concepts and their development 17
..........................................
2.2.1 Evolution of quality management 17
.........................................
2.2.2 Definitions of quality 21
............................................................
2.2.3 Various angles on quality management 23
...............................
2.2.4 Practical aspects in TQM implementation 31
...........................
2.2.5 Research on quality management 34
........................................
2.3 The ISO 9000 seriesof quality systemsstandards...........................37
2.3.1 Theconceptof ISO 9000 andfuture trends 38
..........................
2.3.2 Researchon ISO 9000 40
..........................................................
2.3.3 Criticisms of ISO 9000 41
.........................................................
2.4 Japaneseapproaches to quality 45
........................................................
2.4.1 Quality control circles (QCCs) 46
............................................
2.4.2 ThesevenQC tools and the sevenmanagementtools..........47
2.4.3 5-S practice 49
.......................................................................... 50
2.4.4 Suggestion systems
...............................................................
vii
Contents
2.4.5 Company-widequality control (CWQC) 51

..............................
2.4.6 Just-in-Time (JIT) 52
.................................................................
2.4.7 Total productive maintenance(TPM) 53
..................................
2.4.8 Kaizen 55
...................................................................................
2.5 Quality managementin developing countries 56
.................................. 56
2.5.1 Singapore
.............................................................................
2.5.2 Hong Kong 57
...........................................................................
2.5.3 Taiwan 59
..................................................................................
2.5.4 Korea 60
....................................................................................
2.5.5 Malaysia 61
...............................................................................
2.5.6 India 63
2.5.7
.....................................................................................
China 64
People's Republic of
..................................................
2.6 Quality managementand national traits 66
...........................................
2.7 Summary 68
..........................................................................................
3. Quality management in Thai industry 70

..................................................
3.1 Background to Thai manufacturing industry 70
...................................
3.2 Role of quality management in Thai manufacturing industry 72
..........
3.2.1 The export market 73
.................................................................
3.2.2 Domestic demand 74
.................................................................
3.3 Background to and application of quality management in general 75
..
3.3.1 ISO 9000 series of quality systems standards 77
......................
3.3.2 Total quality management (TQM) 80
........................................
3.3.3 Quality awards 82
.....................................................................
3.4 Summary 84
..........................................................................................
4. The Progress of quality management in Thailand 86

...............................
4.1 Introduction 86
......................................................................................
4.2 Questionnaire and survey 87
.................................................................
4.3 ISO 9000 in Thailand 90
.......................................................................
4.4 The importance and effect of ISO 9000 implementation 94
.................
4.5 Total quality management implementation 98
......................................
4.6 Quality management tools 98
................................................................
4.7 TQM progress 98
..................................................................................
4.8 Summary and conclusions 102
..............................................................
viii
Contents
5. The implementation of ISO 9000 in Thai industry 103

............................
5.1 Introduction 103
....................................................................................
5.2 Research process and analysis procedures 104
.....................................
5.3 Backgroundof five casecompaniesand the generalimplementation
process guided by consulting team ................................................. 109
5.3.1 General implementationprocessguided by consulting team
111
............................................................................................
5.3.2 CompanyI 116
..........................................................................
5.3.3 CompanyII 119
.........................................................................
5.3.4 CompanyIII 122
........................................................................
5.3.5 CompanyIV 125
........................................................................
5.3.6 Company V 127
.........................................................................
5.4 Drives for pursuing ISO 9000 130
........................................................
5.4.1
External drivers 130
..................................................................
5.4.2
Internal drivers 131
...................................................................
5.5 Implementation process 132
..................................................................
5.5.1 Fast-continual implementation 135
..........................................
5.5.2 Slow-continual implementation 136
..........................................
5.5.3 Fast-intermittent implementation 137
.......................................
5.5.4 Slow-intermittent implementation 138
......................................
5.6 Implementationfactors and obstacles 139
............................................
5.6.1 Teamwork 140
5.6.2
...........................................................................
Top management 140
................................................................
5.6.3 Workforce 141
5.6.4 External ...........................................................................
influences 141
.............................................................
5.6.5 Thai companies - Language difficulty and interpretation.. 142
5.6.6 Thai Infrastructure 143
.............................................................
5.7 Impact of implementationprocesson company organisation 143
5.7.1 Structural change ........
146
...............................................................
5.7.2 Cultural change 147
5.7.3 Management ..................................................................
change .......................................................... 148
5.7.4 Process change 149
...................................................................
5.8 Future plan 150
......................................................................................
5.9 Summaryand conclusions 151
..............................................................
6. The adoption of TQM in Thai industry 153

..............................................
....................................................................................
6.2 A theoretical framework for TQM implementation 154
.......................
6.3 Data collection and analysismethod 157
..............................................
ix
Contents
6.4 Analysis of the case studies 161

............................................................
6.4.1 The Siam Refractory Industry Co., Ltd 161
..............................
6.4.2 Toshiba Consumer Products (Thailand) Co., Ltd 163
..............
6.4.3 Read-Rite (Thailand) Co., Ltd 165
............................................
6.5 Common features of the TQM implementations 170
............................
6.6 Conclusions 171
....................................................................................
7. The Thai foundation quality system standard (TFQSS) ...................173

....................................................................................
7.2 The foundation level quality systemsstandard 174
..............................
7.3 The TFQSS developmentproject 175
...................................................
7.4 Developing the TFQSS requirements 177
............................................
7.5 Implementing the TFQSS in the collaborating companies 182
............
7.6 Conclusions 190
....................................................................................
8. Discussion and conclusion 192

....................................................................
....................................................................................
8.2 Quality management in Thailand -A TQM framework 194
................
8.2.1 Aspects of quality management 198
..........................................
8.2.2 Stagesof developmentand implementationparadigms 201
.....
8.2.3 Evaluation of companiesagainst theframework 205
...............
8.3 Key elements for successful TQM 211
.................................................
8.3.1 Management commitment and leadership 212
..........................
8.3.2 Teamworkand employeeinvolvement 212
................................
Employee training and development 213
8.3.3
..................................
8.3.4 Effective communicationwithin the organisation 213
..............
8.3.5 Customerfocus 214
...................................................................
214
8.3.6 Performance measurement
.................................................
8.3.7 Continuousimprovement 214
....................................................
8.4 ISO 9000 seriesof quality systemsstandards 215
................................
8.4.1 Theimplementationissue 216
...................................................
8.4.2 Thenational impact on Thailand 217
....................................... 220
8.4.3
Impact on organisation
......................................................
8.5 Basic quality system 220
.......................................................................
X
Contents
8.6 Policy implications for Thailand 221

....................................................
8.6.1 Education 222
...........................................................................
8.6.2 Calibration systems 222
............................................................
8.6.3 Certification and accreditation systems 223
.............................
8.6.4 Professional and qualified consultants and assessors 224
.......
8.6.5 Research and development 225
.................................................
8.7 Quality management in developing countries model 226
-A ...............
8.7.1 Nation-wide promotion of quality through education and
training 229
8.7.2
...............................................................................
Competent consultants 230
.......................................................
8.7.3 Standardisation, certification and accreditation systems.. 230
8.7.4 The ISO 9000 series of quality systems standards 231
.............
8.7.5 Total quality management (TQM) 233
......................................
8.7.6 National quality award (NQA) 234
...........................................
8.7.7 Perceptions of quality level in the global market 235
...............
8.7.8 Research and development (R&D) 236
.....................................
8.8 Limitations of the research 238
.............................................................
8.8.1 Selection of case study companies 238
.....................................
8.8.2 Access to the companies 239
.....................................................
8.8.3 Secondary data analysis 240
.....................................................
8.9 Further research 240
..............................................................................
8.10 Contribution to knowledge 242
.............................................................
References 244
.....................................................................................................
Appendices 258
....................................................................................................
xi
List of figures
LIST OF FIGURES
Figure 1-1 Research methodology framework 10

...............................................
Figure 2-1 The history of quality management 18
.............................................. .
Figure 2-2 JuranTrilogy 26
.
................................................................................
Figure 2-3 Kano's houseof quality 30
.
................................................................
Figure 2-4 Oakland'sTQM model 30
.
.................................................................
Figure 2-5 Kehoe'sdimensionsof quality management 30
.
................................
Figure 2-6 The TQMEX model 33
.
.....................................................................
Figure 3-1 ISO 9000 certified companies in Thailand by year of certification
78
......................................................................................................
Figure 4-1 Profile of respondents 89
...................................................................
Figure 4-2 Progress of ISO 9000 implementation among respondents 91
..........
Figure 4-3 Ownership of the respondents interested in ISO 9000 93
..................
Figure 4-4 Size of the respondentsinterestedin ISO 9000 implementation..93
Figure 4-5 Reasonsfor ISO 9000 certification 96
...............................................
Figure 4-6 Relative benefits of ISO 9000 96
.......................................................
Figure 4-7 Benefit measurement of ISO 9000 97
................................................
Figure 4-8 Activities after certification 99
...........................................................
Figure 4-9 TQM gurus 99
....................................................................................
Figure 4-10 Progress of TQM implementation 100
..............................................
Figure 4-11 Benefit measurement of TQM 101
...................................................
Figure 5-1 Paradigm model 107
..........................................................................
Figure 5-2 Framework of ISO 9000 implementation 110
...................................
Figure 5-3 Generalimplementationprocessguided by consulting team......112
Figure 5-4 Documentationstructurein the companies 115
.................................
Figure 5-5 Organisation chart of company I 118
.................................................
Figure 5-6 Organisationchart of companyII 121
...............................................
Figure 5-7 Organisationchart of companyIII 124
..............................................
Figure 5-8 Organisation chart of company IV 126
..............................................
Figure 5-9 Organisation chart of company V 129
...............................................
Figure 5-10 Progression speed and style of ISO 9000 implementation 132
.........
X11
List of figures
Figure 5-11 ReversedCause-effectdiagram of impact of ISO 9000 on

145
organisation.................................................................................
Figure 6-1 Case study results implementation paradigms 169
- ..........................
Figure 8-1 Quality management concepts in Thailand TQM framework 197
-a
Figure 8-2 Evaluation of TQM framework of the companies in the TQM
study ............................................................................................ 208
Figure 8-3 Evaluation of TQM framework of the companies in the ISO 9000
study ............................................................................................ 209
Figure 8-4 Evaluation of TQM framework of the companies in the TFQSS
study ............................................................................................ 210
Figure 8-5 Quality spectrumof developingcountries proposedmodel 237
-A .
X111
List of tables
LIST OF TABLES
Table 1-1 The world competitiveness of selected countries ranked by IMD ... 3
Table 1-2 Key characteristics of positivist and phenomenological paradigms. 8
Table 2-1 Evolution of quality management 19
..................................................
Table 2-2 Some definitions of quality 22
............................................................
Table 2-3 Approaches to quality management of selected authors 24
................
Table 2-4 The ISO survey of ISO 9000 certificates awarded worldwide....... 38
Table 2-5 5-S meanings and typical examples 50
...............................................
Table 2-6 Kaizen vs. Innovation 55
.....................................................................
Table 3-1 Number of certified companies by certifying body 79
........................
Table 4-1 Number of companies interested in ISO 9000 implementation by
industrial sector 90
..............................................................................
Table 4-2 Quality management tools 100
............................................................
Table 5-1 The collaborating companies 109
........................................................
Table 5-2 Some observations of implementation process in case study....... 113
Table 6-1 Culture concepts in TQM 155
.............................................................
Table 7-1 TFQSS elements compared with ISO 9000 181
..................................
Table 7-2 Coverage of Q-Base Code and TFQSS compared with ISO 9000
183
......................................................................................................
Table 7-3 The collaborating companies 184
........................................................
Table 7-4 Summaryof companiesposition 189
..................................................
Table 8-1 Criteria for assessmentof national developmentof quality
management ................................................................................. 227
Table 8-2 Share in percent of selected countries in the ISO 9000 certifications
233
......................................................................................................
xiv
List of abbreviations
LIST OF ABBREVIATIONS
AFTA Asian Free Trade Agreement
APEC Asia Pacific Economic Cooperation
ASEAN Association of South East Asian Nations
ASQC American Society for Quality Control

BPR Business Process Re-engineering
BSI British StandardsInstitute

CWQC Company-wideQuality Control
EU European Union
GMP Good Manufacturing Practice
HKQAA Hong Kong Quality Assurance agency
IAA The Korean Industrial AdvancementAdministration

ISO The International Organization for Standardization
JIPM JapanInstitute of Plant Maintenance

JIT Just-In-Time
JUSE Union of JapaneseScientists and Engineers
KSA The Korean Standards Association
LTQ Learning Total Quality
MBNQA Malcolm Baldrige National Quality Award
NAFTA North American Free Trade Agreement
NCs Non compliances
NICs Newly Industrialised countries
NIST (US) National Institute of Standardsand Technology

NQA National Quality Award
NSTDA National Scienceand Technology DevelopmentAgency

PSB The SingaporeProductivity and StandardsBoard
PTQ Planning Total Quality
QA Quality Assurance
xv
List of abbreviations
QC Quality Control
QCCs Quality Control Circles
QFD Quality Function Deployment
QI Quality Improvement
QMR Quality Management Representative
SIRIM The Standards and Industrial Research Institute
SMEs Small and Medium Enterprises

SOPs StandardOperatingProcedures
SQA SingaporeQuality Award
SQC Statistical Quality Control
TFQSS Thai Foundation Quality Systems Standard
TISI Thai Industrial StandardInstitute

TPI Thailand Productivity Institute
TPM Total Productive Maintenance
TQC Total Quality Control
TQM Total Quality Management
TTQ TransformationalTotal Quality

VTQ Visionary Total Quality
xvi
Introduction Chapter 1
1. Introduction
This thesis is a report of an empirical study concerning quality
management in Thailand. The study consisted of four linked research
projects. ' An exploratory study was first conducted using a survey
methodology in order to identify the current position and trends, as well as
attitudes towards quality managementwithin Thai industry. After gaining
initial information and ideasfrom the survey, the researcherconductedfurther
studies to obtain more insight into the key issues of ISO 9000 series standards
and Total Quality Management (TQM) implementation in general, and the
Thai context in particular. Another study aimed to develop and introduce a
"foundation level" quality systems standard,called Thai Foundation Quality
System Standard (TFQSS), to Thai small and medium enterprises (SMEs).
The results of these four individual research projects together provided some
new insights into the development and implementation of quality management
in a Thai perspective. Even though the study focused on the Thai context,
after a comprehensive review of the literature on quality management in
developing countries, especially those in the same South and East Asian
region, a comparative viewpoint was postulated, to help explain the progress
of quality management in these countries.
1
This first chapterof the thesispresentsthe backgroundof the study, the
objectives of the research and provides an overview of the methodology
employed. The chapter concludes by providing the structure of the thesis.
1.1 Background to the research
It has been realised that today competitivenessin the global market is
increasingly severe. Owing to the emergenceof free trade areasand common
markets, such as EU, AFTA and NAFTA, local as well as international
markets are no longer protected. Table 1-1 illustrates the world
competitiveness of selected countries, especially those in South and East
Asian region, ranked by the International Institute for Management
Development (IMD). Although Thailand is one of the promising developing
nations in the world, in that it hasenjoyed rapid economic growth over lengthy
periods, its competitiveness has been constantly marginal. In 1997, an
economic crisis hit Thailand first and then spreadacrossAsia, forcing the Thai
economy into a deep recession as a result of the severe financial problems
facing many Thai firms. It is not surprising that Thailand's competitiveness
suffered in 1998. Most other developing countries in Asia, such as Korea,
Malaysia and Indonesia,had a similar or worse experience.
Generally, it can be assertedthat Thailand is in the middle of the range
of competitivenessamongstthe "small Asian Tiger" countries. For example,
its competitiveness lags continually behind Malaysia's but is in front of
Indonesia's. Even though Thailand has been facing its currency and economic
crisis, Thai manufacturing industry with those of the other ailing "Asian
2
Tigers" is predicted to recover its health and increasingly focus on the
achievement of competitive advantage through high quality, as well as cost
and productivity efforts which aim to take advantage of favourable exchange
rates (Sayle, 1998).
Table 1-1 The world competitiveness of selected countries ranked by

IMD (source: from The World Competitiveness Yearbook by
IMD, 1999)
Overall 1992 1993 1994 1995 1996 1997 1998 1999

performance
USA 5 2 1 1 1 1 1 1
Singapore 2 3 2 2 2 2 2 2
Hong Kong 3 3 3 3 7
- - -
UK - 15 19 10 12 15
- -
Japan 1 1 3 4 4 9 18 16
Taiwan 11 11 22 14 18 23 16 18
Malaysia 14 14 18 23 23 17 20 27
China 34 31 26 27 24 29
- -
Philippines 33 35 37 36 31 31 32 32
Thailand 26 26 26 27 30 29 39 34
Korea 29 28 32 26 27 30 35 38
Indonesia 37 38 36 34 41 39 40 46
Note: 1992-1998 covers 46 countries.
1999 covers 47 countries.
There are indeed many factors involved in achieving a competitive
advantage. It has been agreed that delivery of quality products and services is
a vital dimension of competition and management of quality that could
provide the means for gaining and sustaining competitive advantage
3
(Farquhar, 1991). Many products in international markets are now very
mature. Moreover, the products and servicesprovided by different companies
and from different countries are not very differentiated. Many corporate
companies have discovered that the key to competitive success lies in
emphasising product and service quality as a strategic issue in doing business
(Belohav, 1993; Kano, 1993 and Pulat, 1994). Hence the quality of product
and service is increasingly significant in global competition. Many
organisationsoutside the developedworld, especially developing countries in
the South East Asian region, has increasingly realised the importance of
quality (Hurd, 1992).
Management of quality is a broad subject because there are many
issues and interfaces to consider as well as a considerable number of
techniques which can be applied. It is an indisputable fact that the ISO 9000
series of quality systems standards (which hereinafter will be generally
referred to simply as 'ISO 9000') has become a global phenomenon which
cannot be disregarded. ISO 9000 has been acceptable worldwide and its
effects are far-reaching. More than a hundred countries including Thailand
have adopted it as a national standard. Furthermore, the effects of the
adoption of ISO 9000 has and will continue to have in Thailand are significant
(Krasachol et al, 1998).
TQM is another type of managementphilosophy which has also been
popular in industry for some decades. It has been claimed to be a key
management approach for companies to be able to compete successfully in
turbulent global markets. In recent years, TQM has also attracted Thai
4
i
practitioners. General research on both TQM and ISO 9000 has been given
wide attention by both academic and practitioners. However, there has been
relatively little study on this matter, particularly empirical study, in developing
countries including Thailand.
1.2 Objectives of the research
The aims of the research are twofold. The main aim is to examine the
development and implementation of quality management in Thailand, in
general, and to investigate the ISO 9000 and TQM implementation process on
Thai industry in particular, in order to draw up a picture of quality
management for Thai industry. The study of overall picture of quality
management in Thailand provides a useful perspective for a single nation. In
addition, this may also apply to other developing countries. Therefore, the
second objective is to compare the Thai perspective on quality management
with the situation of other developing countries', especially those in South and
East Asian region.
To achieve these aims, the following areas were investigated:
1. Backgroundand developmentof Thai industry including backgroundand
developmentof quality managementadoptedin Thai industry.
2. The current situation, implementation and approach of quality
managementincluding ISO 9000 and TQM in Thai industry.
3. The implementation process of ISO 9000 and the results and effects which
stem from the implementation process that might induce companies to
change. The changes include the structure of the companies, culture,
5
behaviour and attitudes of management and workforce that may be
beneficial (or indeed a drawback) to companies.
4. The implementation of TQM and the characteristics of the companies
which have been successfully implementing TQM.
5. In addition a study of the developmentand pilot implementationof a basic
`foundation' (i. e. sub ISO 9000) model of quality managementsystem
suitablefor Thai SMEs.
6. Finally, in order to compare Thai perspective on quality management with
other developing countries', a literature review on quality management in
other developingcountrieswas required.
1.3 Research methodology
As objectives of the research described in the previous section,
researchquestionsare formulatedas follows:
1. How is quality management developing in Thailand?
2. What are the current position and trends of quality management in Thai
industry?
3. How are the ISO 9000 standards being implemented in Thai organisations
and what is the impact of the implementation?
4. How is TQM adoptedin companieslocatedin Thailand?
5. Can a basic quality system be developed,suitable for Thai SMEs which
are not yet ready for ISO 9000?
6
6. What is the current situation of quality managementin other developing
countries, especially those in South and East Asian region?
To answer all above questions, research methodology framework was
established. It is discussedin the following section.
1.3.1 Research methodology framework
A long-standing debate on choosing a research philosophy (or
paradigm) between positivism and phenomenology is still going on. The
differences between these two paradigms are illustrated in Table 1-2.
Nevertheless,a balanceof philosophical position can be achievedin the reality
of research (Easterby-Smith et al, 1991). This study advocates neither
extremeparadigm. It seeksto createa balancebetweenthe two.
This study pursues the systematic approach for empirical research
provided by Flynn et al (1990). It consistsof six stageswhich are:
1. Establishtheoretical foundation;
2. Design research which is appropriate to both problem and theoretical
foundation;
3. Select data collection method;
4. Implement research empirically;
5. Analyse data; and
6. Prepareresearchreport for publication.
However, since the research problem in this study comprised a number
of research questions which are in different area of quality management, the
7
research strategy employed has used multiple methods, each of which is
considered to be either a quantitative method within the positivist paradigm or
a qualitative method in the phenomenological paradigm.
Table 1-2 Key characteristics of positivist and phenomenological

paradigms (adapted from Easterby-Smith et a1,1991 and
Gummesson, 1991).
Positivist paradigm Phenomenological paradigm
Basic beliefs:
1. The world is external and The world is socially constructedand

objective. subjective.
2. Observeris independent. Observeris part of what observed.
3. Science is value-free. Science is driven by human interests.
4. Distinction between science and Researcher accepts influences from

personalexperience. both scienceand personalexperience;
they use their personality as an
instrument.
5. Research concentrates on Research concentrates on

description and explanation. understanding and interpretation.
Researchershould:
6. Focus on fact. Focus on meanings.
7. Look for causality and Try to understandwhat is happening.

fundamentallaws.
8. Reduce phenomena to simplest Look at the totality of each situation.
elements.
9. Formulatehypothesesand then Develop ideasthrough induction from
test them. data.
Preferred methods include:
10. Operationalising concepts so that Using multiple methods to establish

they can be measured. different views of phenomena.
11. Taking large samples. Small samplesinvestigatedin depth

or over time.
12. Using statistical techniques for Data are primarily non-quantitative.
quantitative processing of data.
8
According to Flynn et al (1990), empirical research can be based on
either "a theory-verification" or "a theory-building" approach. In a theory-
verification approach, hypotheses are generated in advance of the research,
and then tested with the data collected. On the other hand, a theory-building
study has no hypothesisin advance. However, a previous theory or constructs
which has been proposed from prior studies and from the literature can
provide foundations for the research to build on. In this study, theoretical
foundation lies on a theory-building approach because the aim of the research
is not to test hypotheses but to explain phenomena and the intention has been
to add to existing theory or knowledge with new findings based on the
empirical data collected.
Figure 1-1 illustrates the researchmethodology framework employed
in this study. Along with literature review, four individual researchprojects
were established to tackle particular research questions. In each research
project, the appropriate methods were selected. Yin (1994) pointed out that
selecting a research design is very important and research questions should be
considered. For researchquestion that focuses on "what" question, a survey
method is appropriate. Conversely, "how" and "why" questions can be
effectively tackled using a case study approach. An explanation of the
researchmethod selectionfor eachparticular question follows.
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1.3.2 Research methods
A descriptive survey method is used to describethe characteristicsof a
specific population at a specific point in time (Gill and Johnson, 1997).
Therefore, it was used, as an exploratory study, to identify the current position
and trends as well as attitudes towards quality management within Thai
industry (question 2). The questionnaire was used as a data collection method.
Data analysis was done using descriptive statistic. The results of this research
project provide background information about quality management,
particularly issues about ISO 9000 and TQM, in Thailand. The details of the
survey and questionnaire are provided in Chapter 4.
Case study researchis the preferred method when "how" and "why"
questions are being posed and the focus is on contemporary phenomena within
a real-life context (Yin, 1994). Hence, the case study approach is appropriate
to investigate how ISO 9000 and TQM are implemented in Thai organisations
(question 3 and 4). Both ISO 9000 and TQM research projects are
explanatory studies which enlarge the results of the survey method and
provide deeper insight into the ISO 9000 and TQM implementation process
within Thai industry.
Multiple casestudy is consideredas multiple experiments(Yin, 1994).
Casesare chosenfor theoreticalreasons,not for statistical reasons(Straussand
11
Corbin, 1990). Multiple case study is designedto produce either a literal or
theoretical replication. For a literal replication, each case is selected so that it
predicts similar results. On the other hand, a theoretical replication produces
contrasting results but for predictable reasons.
A multiple casestudy approachin the TQM researchproject was used
with the logic of a theoretical replication. The TQM companies selectedfor
investigation gave different results according to a theoretical framework. The
details of selection of companies in TQM research project are provided in
Chapter 6.
The process of selecting companies in the ISO 9000 research project
was described in Chapter 5. However, it is worth noting here that the
companies were initially selected according to the criteria provided by a
governmentagency, the Thai National Scienceand Technology Development
Agency (NSTDA), which initiated and supported this project. Hence, the
research was not at necessarily expected to produce either the similar or
contrasting results.
NSTDA also supported the project "Establishment of a Thai
Foundation Quality System Standard (TFQSS) for SMEs". Since this
researcherwas responsible for the project as project manager and technical
expert, the research on development and implementation of basic level of
quality systemwas carried out using a casestudy method (to answer question
5). The process of company selection was similar to that of the ISO 9000
12
researchproject and the same comment applies. This study is described in
detail in Chapter 7.
Action research
Action research is accepted as one of the management research
methods which not only provides solutions to the problems which are useful
for practitioners but also contributes knowledge to the academic community
(Jones, 1987, Bryman, 1989, Gummesson,1991 and Gill and Johnson,1997).
The definition of action research can be described as follow:
Action research is... processes in which researcher and

research participants are working together, although perhaps in
different ways and at different points, to develop understanding
which both parties want and expect to have an impact on the
way they conduct aspects of their lives (Jones, 1987. P.33).
Action research is far-reaching method that can be adopted when
working with case study (Gummesson,1991). It is consideredthat research
should lead to `change' and therefore the change which occurs should be
incorporated into the research process itself (Easterby-Smith et al, 1991). In
the ISO 9000 and TFQSS projects in which the author was involved as a
project managerand technical expert, it provided the opportunity to adopt an
action researchapproachin thesetwo researchprojects.
The implementation process of ISO 9000 in the ISO 9000 research
project, and the basic quality system in the TFQSS project were introduced to
the companies participated in the two projects, and the researcher used various
kinds of data collection methods, which are described in Chapter 5 and
13
Chapter 7 respectively for the ISO 9000 research project and the TFQSS
project, to collect evidence for analysis.
It should be noted that the ISO 9000 project was carried out using a
strict action research methodology. It was straightforward action research
using experiencedconsultants. Moreover, data analysis was rigorously carried
out using a grounded theory method as described by Strauss and Corbin
(1990). The TFQSS project, however, mainly focused on developing a
`foundation level' quality system standard for Thai SMEs. TFQSS is a
prototype of basic standard which needs to be validated its application. The
action research approach employed in the TFQSS research project was more
relaxed than the one in the ISO 9000 project. It aimed to develop an idea to
research how things go because often when working with industry the
researcherneedsto adapt his or her approachto the requirementsof time and
of collaborators.
1.4 Structure of the thesis
This chapter has outlined the thesis, and especially highlighted the
research methodology employed in the study. Having provided an overall
introduction to the research,this thesis is divided into a further sevenchapters.
Chapter 2 provides an overview of the literature on quality
management and themes in quality management, especially the background
and development of quality management in developing countries. Chapter 3
14
provides an overview of the background of the Thai economy and
manufacturing development generally, as well as quality management.
Chapter 4,5,6 and 7 discuss the individual research projects which are
respectively the survey on the progress of quality management in Thailand;
the ISO 9000 research project; the TQM research project and the TFQSS
researchproject.
Chapter 8 summarises all the research findings and discusses
significant issues concerning the overall picture of quality managementin
Thailand. Finally the chapter ends with a more general consideration and
comparison of quality management in developing countries.
15
Themes in quality management - literature review Chapter 2
2. Themes in quality management - Literature review
2.1 Introduction
The purpose of this chapter is to present an overview of the literature
on quality management. It is necessary to understand the concepts of quality
management in order to carry out research in this area. The chapter begins
with an outline of basic concepts, to provide the background to the
developmentof quality management.The areasconsideredare: -
Evolution of quality management;
Definitions of quality;
Various angles on quality management;
Practical aspects in TQM implementation; and
Research on quality management.
Next, the ISO 9000 series of quality systemsstandardsare reviewed.
These standardsare a global phenomenon,and now represent international
quality systems which is accepted worldwide and has been adopted as a
national standard in more than a hundred countries. Furthermore, the ISO
9000 continues to be developed, with the new ISO 9000: 2000 version coming
soon.
16
Themes in quality management literature review Chapter 2
-
Owing to Japanese success on the quality journey, it is worth
reviewing the Japaneseapproaches to quality management some of which are
well known and adopted in Western countries, but are also influential in
developing countries such as Thailand.
Finally, the literature on quality managementin developing countries
has been reviewed and this review provides a useful comparativepicture on
levels of quality managementdevelopmentand progress.
2.2 Quality concepts and their development
2.2.1 Evolution of quality management
The subjectof quality managementis vast, since there are many issues
and interfacesto consideras well as a considerablenumber of techniquesand
tools which an organisationis able to apply in their quality journey. A review
of the historical background and development of quality managementcan
provide the researcherwith good basic knowledgeand understandingof these
matters.
The history of quality management is well depicted by Lisiecka (1998)
as shown in Figure 2-1. During the 20`x'century, quality management has been
promoted from an operational level to a strategic management level. Figure 2-
1 shows the milestones of quality management development and their leading
figures, with of time frame. Alternatively, The evolution of quality
management can be simply described in various ways as shown in Table 2-1.
17
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Table 2-1 Evolution of quality management
Aspects Development
Implementation Technical 10 Management
Product quality Detection º Prevention -10 Improvement
Peopleinvolvement QC/QA personnel Whole organisation

_f
Senseof QC/QA function Whole organisation
responsibility
Customer aspect Meet specification º Customer satisfaction/delight
From this table, different aspects of the evolution of quality
managementmay be seen;such as the way it is implemented,product quality,
people involvement, sense of responsibility and the customer aspect. In the
early days, it can be said that quality was seen as a technical work.
Feigenbaum (1991) describes the development of quality control spanning
over the 20th century. He divides the development of quality into five stages
which are operator quality control; foreman quality control; inspector quality
control; statistical quality control; and total quality control. In the early period
of mass production influenced mainly by scientific management ideas,
inspectionwas introducedas a separatefunction from production. Before that,
product inspection was performed by the worker themselves(operator quality
control) and by their foreman (foreman quality control).
In those periods of quality control it is usually considered that a defect-
detection approach was employed, where it was an inspector's responsibility
19
to use various kind of techniquesto inspect and identify defective products in
order that those defects were separated for rework or scrap as appropriate.
Since there was often great market demand, regardless of the customer the aim
of many manufacturing organisations was to produce goods which simply
conformed to specified requirements. Later, simple inspection activities were
substituted or supplementedby quality control, quality assuranceand finally
total quality control (Dale et al, 1990). Nowadays the way people in an
organisation, especially higher management, think of quality management has
changed. They know that quality has to be considered at a strategic
management level, not just in terms of a technical application. The detection
approach to quality has developed through defect prevention in an
improvement orientation, assisted by the application of Statistical Quality
Control (SQC) techniques. Moreover, it has been realised that the total
organisation needs to be involved in quality work. Quality is no longer the
responsibility of only QC/QA function but is also the duty of everyone in an
organisation. The goal of a quality organisation has moved from merely
producing products which meet specifications to satisfying or even delighting
their customers.
It has now beenrealisedthat quality can most effectively be tackled by
the proper managementof human resources. A managementapproachwhich
encouragesteamwork, good communication and employee involvement is at
the heart of managing quality, supported by appropriate techniques and tools.
20
Themesin quality management- literature review Chapter 2
2.2.2 Definitions of quality
Many authors (for example Garvin, 1988; Ivancevich et al, 1994; and
Kolarik, 1995) have reviewed quality definitions. Most of them relate to
products and services as well as customers. Some definitions of quality
suggested in the literature are shown in Table 2-2. The word `quality' means
different things to different people and therefore there are many definitions
and interpretations(Lascellesand Dale, 1993).
The meaning of quality is related to its application. An organisation's
understandingof quality may be different from that of its customers' (Kondo,
1995). Service quality might be defined differently from manufacturing
quality. The meaningof the word quality as used for a product is not the same
as the word when referring to the whole organisation. Hence, quality should
be understoodwith referenceto the type of organisation, level of organisation
it refers to, and from which stakeholders' perspective (i. e. producer or
customer) it is viewed (Dotchin and Oakland, 1992). A useful classification
that helps in understanding the definition of quality, provided by Garvin
(1988), described five different meanings of quality. They are transcendent;
product-based; manufacturing-based; user-base; and value-based. It illustrates
various meanings of quality based on a different analytical framework.
Understanding the meaning of quality is important because different contexts
often produce different criteria to measure quality. In short, it should be noted
that quality is best defined and judged by the customer. The definition of
quality therefore must concern customer expectations.
21
Table 2-2 Some definitions of quality
Origin Definition of quality
Crosby (1980) p. 15 Conformance to requirements.
Deming (1986) p. 168 "Quality can be defined only in terms of the

agent... In the mind of the production worker,
he producesquality if he can take pride in his
work... Quality to the plant managermeansto
get the numbersout and to meet specifications.
Ishikawa (1988) p. 16 product quality, and moreover, the quality that
people will buy with satisfaction.
Juran (1988), p. 2.8 Fitnessfor use

Juran and Gryna (1993) p. 3 Customer satisfaction
Feigenbaum (1991), p. 7 The total composite product and service

characteristics of marketing, engineering,
manufacture, and maintenance through which
the product and service in use will meet the
expectations of the customer.
ISO (1986) The totality of featuresand characteristicsof a

product or service that bear on its ability to
satisfy statedor implied needs.
The Ford Motor Company Quality is defined by the customer. The
(Lascelles and Dale, 1993) customer wants products and services that
through their life meets his or her needs and
expectationsat a cost that representsvalue.
Bergmanand Klefsjo The quality of product (article or service) is its
(1994), p. 16 ability to satisfy the needs and expectations of
the customers.
Taguchi and Wu (1979, Quality, or rather non-quality, is defined as the

cited by Bergmanand lossesof society causedby the product after its
Klefsjo (1994)) delivery.
Some Japanesecompanies Providing extraordinary customer satisfaction.
(Ho, 1995)p. 5
Oxford advancelearner 1(a) the standardof somethingwhen compared
dictionary (Crowther, 1995) to other things like it. (b) a high standard of
level.
2(a) a usually good characteristic. (b) a special

or distinguishing feature.
22
2.2.3 Various angles on quality management
Quality of product and service is the ultimate goal and outcome while
quality management is "a dynamic set of activities" to achieve the goal and the
outcome (Lascelles and Dale, 1993). Hence, the quality issue does not
concern only the products or services which an organisation produces but also
the whole organisation including the people within it. As described in section
2.2.1, since quality management started its development, it has been studied,
analysed and explained from various angles. The messages of the quality
gurus provide different flavour but aim for the same destination. Although the
approaches of different gurus to quality management vary somewhat in terms
of emphasis, practices and techniques, but they are largely complementary
(Oakland, 1993). Several authors and academic have discussed the messages
of the gurus and the details of the gurus' messages have been widely described
elsewhere (see for example Logothetis, 1992; Dotchin and Oakland, 1992,
Flood, 1993; Bergman and Klefsjo, 1994 and Ho, 1995). They will not be
rehearsed in detail here.
Instead, this section aims to identify the fundamentals of quality
management which are simple for an organisation to apply. Table 2-3 outlines
various frameworks of quality management of selected authors. It is worth
noting that some authors use Total Quality Management (TQM) in a broad and
conceptual sense. Their TQM conceptual model is incorporated into "the
approaches to quality management" presented in this thesis.
23
Table 2-3 Approaches to quality management of selected authors
Crosby (1984) Four absolutes for quality management
Ishikawa (1988) CWQC - all functions, all employees,

continuous improvement, customer orientation
Juran (1988) Juran trilogy
Feigenbaum(1991) Total quality control

Deming (1993) System of profound knowledge
Kano (1993) The houseof TQM

Oakland (1993) TQM model
Ho (1995) The four pillars of TQM
Kehoe (1996a) The dimensions of quality management
Crosby's (1984) approach to quality management is based on
managementcommitment to quality goals, prevention, and the respect for
employeesand their efforts. Crosby's name is best known in relations to "do
it right first time" and "zero defects". He also views quality managementas
an ongoing processwhich is basedupon the "four absolutes":
1. Quality is defined as conformance to requirements, neither as

`goodness'nor èlegance'.
2. The system for causing quality is prevention, not appraisal.
3. The performance standard must be zero defects, not `that's close
enough'.
4. The measurement of quality is the Price of Non-conformance, not

indices.
24
Apart from his contribution to the development of problem solving
techniques including cause-and-effect (or Ishikawa) diagrams, Kaoru Ishikawa
(1988) is also associated with the Company-wide quality control (CWQC)
movement which started in Japan in the years 1955-1960. CWQC is described
in more details in section2.4.5.
Juran (1988) emphasisesthat quality control should be conductedas an
integral part of management control. He proposes three managerial processes
necessary for quality management which are quality planning; quality control;
and quality improvement. This becomes known as the "Juran trilogy" (Figure
2-2). Juran's `quality planning roadmap' is useful for an organisation starting
out in quality management.It consistsof the following steps:
1. Identify the internal and external customersand their needs.
2. Translate the customer's needs into a language everyone can
understand,then develop a product which can respondto thoseneeds.
3. Optimise the product by developing and optimising the processwhich

produces this product.
4. Once the operating conditions have been establishedand proved as the
optimal, transferthe processto operations.
In the operation phase, it brings in the second part of the quality
trilogy, `quality control' which in this sense means the process of detecting
and correcting `sporadic problems' as soon as they occur, so that the status
quo is maintained. Only a processthat is in control is predictable and hence
receptive to efforts for further improvement, which is the third member of the
25
trilogy. In order to reduce chronic waste substantially and achieve a new
improved zone of quality control, a quality breakthrough is required which
takes an organisation to an unprecedented level of performance.
Figure 2-2 Juran Trilogy
Quality planning I Quality control Quality ýnprovement
Sporadic
problem
Original zone of
Percent defective
quality control New zone of
quality control
Chronic waste
Time
Armand V. Feigenbaumis the originator of the term `Total Quality
Control', the title of his seminal book, the first edition of which was published
in 1951. He argued that a systematic or total approach to quality requires the
involvement of all functions in the quality process, not just manufacturing. He
presented quality control as a business method rather than a technical issue
and also contended that quality has become the single most important force
leading to organisational success and growth. In the latest 40th anniversary
edition of his book, he further defines TQC for the 1990s in the form of ten
crucial benchmarks for total quality success, and provides four management
fundamentals of total quality which are:
26
1. There is no such thing a permanent quality level. Hence, the only way
to compete with quality is with more quality.
2. Leadership in mobilising the quality knowledge, skill, and positive
attitudes of all employees in the organisation to recognise that

everything is better if they make quality better.
3. Quality is essential for successful innovation.
4. Quality and cost are complementary, not conflicting business
objectives.
Feigenbaum consistently emphasises that total quality programmes are
"the single most powerful change agent" for companies today.
Deming (1993), before his death in December 1993, summarisedhis
seventy years' experienceand vision and called it the "system of profound
knowledge" which has a broader conceptualscopethan his previous teaching.
The system of profound knowledge consists four related parts which are:
1. Appreciation for a system. This emphasises the need for managers to
understand the relationships between functions and activities.
2. Knowledge about variation. This includes knowledge about variation,

process capability, control charts, interactions and loss functions.
3. Theory of knowledge. All plans require prediction based on past
experience.
4. Psychology. It is necessary to understand human interactions.
27
Kano (1993) explains quality management using the "house of quality"
model (Figure 2-3). According to his model, the house's foundation is the
intrinsic technology which is necessary for particular industry, and the floor
(which is also important in terms of foundation of the house) is the
motivational approachused to createthe conditions which impel management
and employees to embark on quality management. The roof represents
customer satisfaction as the objective of quality management. The three
pillars represent the concepts, techniques and promotional vehicles. The
concepts are the approaches by which employees including management think
of quality. They consist of both theory of quality, such as customer
satisfaction and internal-external customer approach, and theory of
management,for example the PDCA cycle or managementby fact. The
secondpillar, techniques,containsthe various tools which can be used in order
to work on quality management. They are for example, the seven QC tools,
the seven Management and Planning tools and statistical methods. The final
pillar, which is the promotional vehicles, are the methods for effectively
promoting all the quality activities, such as policy management, daily
cross
management, functional and
management bottom up activities.
In the UK, the model proposed by Oakland (1993) consists of two
foundations: the soft and hard aspects. The core theme of this TQM model is
the identification and managementof processeswithin organisationsin order
to meet internal and external customer requirements. The processes include
the `soft' foundation elements, which are culture, communication and
commitment, and the three `hard' management necessities, which include a
28
good quality management system; tools such as SPC; and teamwork.
Oakland's TQM model is shown in Figure 2-4.
Like Oakland (1993), Kehoe (1996a) states that most organisations
embarking on quality journey to improve customer satisfaction and enhance
business performance require development in each of the three basic
dimensionsof quality managementwhich are people; systems;and techniques.
The dimensions of quality management are illustrated in Figure 2-5. Through
the systematic integration of all three dimensions, an organisation can achieve
a breakthrough in operation performance and customer service associated with
total quality. Progress in all three dimensions has a potential impact upon the
satisfaction of customer, shareholders and employees. These require an
understanding of the fundamental principles of quality managementand an
appreciationof the implementation necessary

approaches for practical success.
To summarise,in the author's view the above approachesto quality
management are in fact similar in terms of concepts and fundamental
principles. Most of the `total quality' models refer to systems and techniques
which are essential for a quality organisation but place particular emphasis on
people which are an important resource essential for quality improvement.
29
Figure 2-3 Kano's house of quality
CustomerSatisfaction
Motivational Approach
Intrinsic Technology
Figure 2-4 Oakland's TQM model
Teams
Process
COMMITMENT ICATION
ustomer
upplier
Systems Tools
CULTURE
Figure 2-5 Kehoe's dimensions of quality management
PEOPLE
teamwork & Improvement &

communication SHAREHOLDERS
commitment
8
CUSTOMERS
training & SYSTEM

understanding
30
2.2.4 Practical aspects in TQM implementation
Total Quality Management has been widely accepted and successfully
implemented in many large companies, helping them to compete in
international as well as local market through the production of high quality
products to satisfy needs of their customers (Dale and Plunkett, 1990).
Moreover, the evidence from empirical research confirms that an improvement
in quality leads to increaseproductivity, performance and profits (Terziovski
et al, 1996). TQM has been described as a new way of thinking about
organisation management (Chorn, 1991). The term `TQM' has been widely
used as a "generic descriptor of the quality development efforts" in an
organisation (Kehoe, 1996a). In implementing TQM, the integrated
application of various kinds of techniques should be used within a coherent
implementation framework. In this section, the issues surrounding practical
approachesfor TQM application are reviewed.
There have been many approaches to TQM implementation presented
in the literature. Some of them try to provide a recipe for success and even
give a step-by-step guide for the TQM process. However, applying individual
quality managementtechniqueswithout first establishing framework of TQM
and promoting quality awareness throughout the company can raise
misconceptions and misunderstandings which then become barriers to
progress(Dale et al, 1990).
31
As an example, Dotchin and Oakland (1992) extract ten points, from
the words of wisdom in quality management and leadership of the `gurus', for
senior management to consider in their TQM implementation. These are
1. The organisation needs long term commitment to constant

improvement.
2. The philosophy of zero defects must be adopted to change the culture
to `right first time'.
3. Train the people to understand the customer-supplier relationship.
4. Do not buy on price alone - look for the total cost.
5. Recognise that improvement of the systems has to be managed.
6. Adopt modem methodsof supervisionand training - eliminate fear.
7. Eliminate barriers between departments by managing the process -

improve communication and teamwork
8. Eliminate goals without methods; work standards based only on

numbers; barriers to pride of workmanship; and fiction, get facts by
using the correct tools.
9. Constantly educate and retrain - develop èxperts' and 'gurus'.
10. Develop a systematic approach to manage the implementation of

TQM.
Ho (1995) proposes the TQMEX Model, shown in Figure 2-6, as an
integration approach to TQM implementation. He claims that the model
reflects the teachings of quality gurus such as Deming, Juran, Crosby, and
32
Ishikawa. The idea was to develop step-by-step guidelines by including
recognised practices in TQM which are: Japanese 5-S; business process re-
engineering (BPR); quality control circles; ISO 9001/2 quality management
system and TPM.
Figure 2-6 The TQMEX model (Ho, 1995)
At 5_S
Operation
Management
BPR
QCCs
Quality ISO
Management
TPM
TQM
A further important approach to TQM implementation is the use, as a
guide, of models underlying the quality awards such as the Malcolm Baldrige
National Quality Award (NIST, 1999a), the European Quality Award (EFQM,
1992) and the Deming Prize, all of which incorporate an assessment
mechanism. Many companiesuse the award materials not to apply for the
award, but as a guide to TQM and businessexcellence.
33
Whichever basic approach of TQM is adopted, it has been widely
acknowledged that TQM implementation requires a culture change in the
organisation. The organisation needs to develop a suitable TQM
implementation and performance improvement strategy, by adopting a change
model which is culturally feasible (Kekale and Kekale, 1995). Whittle et al
(1992) arguedthat the TQM implementationprocessis iterative, and that after
the company has implemented one approachto TQM on for some time it is
difficult to maintain or improve performance. Diminishing returns tend to
make the approach become redundant. They propose an interesting and useful
framework, based on fundamental culture change concepts, described here as
the `Sheffield TQM Model'. A detailed description of the model is given in
Chapter7 as this model was usedas a theoretical framework in the TQM study
in Thailand.
2.2.5 Research on quality management
A substantial amount of research on quality management has been
carried out in recent years. Since the area is broad and covers many topics,
not all of which are closely related to this study, it is not practical or necessary
to review all of this work. This section identifies recent quality management
researchwhich is relevant to this thesis, in order to identify the extentto which
quality management has developed in terms of research perspectives,
approachesand outputs. However, it should be noted that a number of other
studies are specifically reviewed and cited in other sections throughout the
thesis wherever appropriate.
34
It can be suggestedthat researchperspectivesbe classified into two
broad categories. The first category includes conceptual research studies
which attempt to develop new conceptual ideas and fill gaps in knowledge and
understanding relating to quality management. For example, Mohd Zain
(1993) proposed a method of measuring to determine the quality position of an
organisation,and Kehoe (1996b) extendedthis study using the time dimension
with respect to the development of quality activities in an organisation.
Quality implementation is the focus of research in the second category. The
researchers typically try to understand the complexities of various quality
concepts and theories, then identify how those can be best applied and used in
an organisation. Within the last decade,there are many doctoral investigations
that fall into this category, such as those by Mann (1992), Black (1994),
Thiagarajan (1996), Adebanjo (1997) and Najmi (1998). As described in
Chapter 1, the current research has examined the development and
implementation of quality management in Thailand. Hence, it belongs
primarily to the second category. However, the basic quality system standard
in the TFQSS study (Chapter 7) could perhaps be considered as belonging in
the conceptual development area.
There are many approachesthat can be used in research on quality
management. Gill and Johnson (1991) state that the main approachesto
management research are experimental research design, action research,
survey research, and ethnography. According to Flynn (1990), operations
management research can be carried out using either traditional mathematical
formulation and simulation approach or empirical approach. Most research on
35
quality managementthat the author reviewed has employed an empirical
approach, many of the approaches combining qualitative and quantitative
methods. Survey-based approaches are generally popular. This approach was
used by many researchers, for example Mann (1992), Mohd Zain (1993),
Black (1994) and Hassan(1996). As the objectives of the current research
were extensive, the study was carried out using a combination of research
methodologiesas describedin Section 1.3.1.
Quality management research usually aims to provide outputs which
are useful to both academics and practitioners. Theoretical frameworks and
models of implementation are popular research outputs, especially in doctoral
research. Najmi (1998) developeda framework to assist in the development
of quality for the `post-ISO 9000 organisation'. Abdul Rahman (1993)
proposed a model to capture the cost of quality incurred in construction
projects. Mann (1992), Black (1994), Longbottom (1995) and Thiagarajan
(1996) have all proposed frameworks to assist in TQM implementation, the
last making a study of Malaysian practice. However, as described in Section
2.5, quality management research based specifically on studies in developing
countries is still relatively rare. Different circumstances, environment and
culture prevail in developedcountries.Hence establishingan overall picture of
quality managementin a developing country like Thailand is considered a
valuable output of this study.
36
2.3 The ISO 9000 series of quality systems standards
There is no doubt that the ISO 9000 series of quality systems standards
is well known and accepted internationally. Up to the end of 1997, more than
226,000 ISO 9000 certificates had been awarded in 129 countries. This
number was an increaseof nearly forty percent over the end of 1996 when the
total of certificates was approximately 162,000 in 116 countries (ISO, 1997).
The.results from the seventhcycle of the ISO survey (ISO, 1997), outlined in
Table 2-4, indicate that Europe took over the highest share of ISO 9000
certified organisationsin the world from the UK by the end of 1996. The Far
Eastern countries, climbing from fifth in 1993 to third in 1996, have also
shown great industrial interest in the ISO 9000 certification process. The
progressof the ISO 9000 in developing countries is also mentioned in section
2.5 and more details of ISO 9000 in Thailand, in particular, are provided in
Chapter3.
The background to the ISO 9000 series and its context including
requirements are well documented elsewhere (see for example Owen et al,
1994; Ho, 1995; Harrington & Mathers, 1997). This section aims to discuss
and review the relevant literature concerningthe concept of ISO 9000 quality
systems and their future, research concerning the standards including
criticisms which have been aimed at them.
37
Table 2-4 The ISO survey of ISO 9000 certificates awarded worldwide
Regional share (%) Jan. Sept. Jun. Mar. Dec. Dec. Dec.
1993 1993 1994 1995 1995 1996 1997
Europe (UK 16.2 20.8 26.4 29.2 31.4 34.9 38.5

excluded)
UK 66.7 60.3 52.3 46.3 41.3 32.6 24.7

Far East Countries 2.4 3.4 4.3 6.2 7.2 11.3 13.6
North America 4.3 5.6 6.9 7.7 8.1 10.4 11.0
Australia/New- 6.6 6.8 6.5 6.8 8.2 5.8 5.6
Zealand
Africa/West Asia 3.4 2.7 2.6 2.7 2.6 3.7 4.1
Central and South 0.1 0.3 0.6 0.7 0.9 1.0 1.3
Americas
2.3.1 The concept of ISO 9000 and future trends
The ISO 9000 series of quality systemsstandardsappearedin the late
1980s. In fact, the concept of quality systems standards was established
almost three decadesbefore when MIL-Q-9858A was releasedin 1959by the
US Departmentof Defence. Most of the requirementsof ISO 9001-1994 are
similar to the ones in MIL-Q-9858A in those early days, except that some
elements required by MIL-Q-9858A to maintain a very high level of quality
managementpractice necessaryfor the military are not required by ISO 9001
(Harrington and Mathers, 1997). Quality managementsystem requirements
were well defined and were describedby Feigenbaumas follow:
A quality system is the agreed companywide and plantwide

operating work structure, documented in effective, integrated
technical and managerial procedures, for guiding the co-
ordinated actions of the work force, the machines, and the
38
information of the company and plant in the best and most

practical ways to assure customer quality satisfaction and
economical costs of quality (Feigenbaum, 1991, p 78).
Feigenbaum (1991) also comments that the ISO 9000 series, which he
considersis a minimum entry-level quality concept,points toward a broad and
systematic approach to quality achievement, and taken together with four
managementfundamentalsof total quality (described in section 2.2.3) is the
key to make quality the best investmentin corporatecompetitiveness.
The definition of a quality system which is defined in ISO 8402 is "the
organisational structure, procedures, processes, and resources needed to
implement quality management". Compared to Feigenbaum's definition, ISO
8402 provides a broader and looser meaning. However, both definitions
demonstrate that a quality system is important for quality management and
provides formal and structural arrangementsfor an organisation in order to
produce products and servicesconforming to specifications and in accordance
with customer requirements. As discussed in Section 2.2.3, one of the main
components of a framework of quality management as proposed by various
eminent authors is "systems". The ISO 9000 standardsrepresent the most
successfultype of quality system,worldwide.
The ISO 9000 series standards,like other ISO standardswhich are
periodically reviewed to ensurethat they remain state-of-the-art,is currently in
the process of revision. The year 2000 revisions of the ISO 9000 series are
expected to be published in the fourth quarter of 2000 (ISO, 1999). The new
version will consist of ISO 9000 which gives quality fundamentals and
39
vocabulary; ISO 9001 which gives quality managementsystem requirements
and consolidatesthe current ISO 9001/2/3 into a single document; and ISO
9004 which provides guidelines for performance improvement. The ISO 9000
year 2000 revisions has been restructured and now somewhat resembles the
business excellence models such as Malcolm Baldrige National Quality
Award (MBNQA) and the European Quality Award. Twenty elements in ISO
9000-1994 are substituted by five broader requirements in the year 2000
version. It appearsthat the new revision has also moved closer to the concept
of quality improvement which is a key aspect of TQM
2.3.2 Research on ISO 9000
In recent years, widespread adoption of ISO 9000 has been
accompanied by increasingly attention in the literature (see for example
Srivastav, 1994; Brumm, 1995; Cater and Pasqualone, 1995; Goult, 1995;
IQA, 1995; Dedhia, 1996; Hind, 1996; Motwani et al, 1996; Tsiakals and
Cianfrani, 1996 and Crowe et al, 1998). Most of the ISO 9000-related
literature has been written by two types of authors. One is a group of
practitioners and consultants (such as Fabien, 1993; Lupear, 1993; Heisey,
1994; Alcorn, 1995; French and Eltringham, 1995; Grenville and Turnbull,
1995; Yaacov, 1995; Peach, 1996 and Schottmiller, 1996). The others are
academicsor from
researchers quality and operational backgrounds. The first
group generally gives positive descriptions, which are largely prescriptive and
anecdotal. The second group produces more systematic and critical work.
Empirical studies on ISO 9000, mostly using survey methods, include the
experience of ISO 9000 certification, the reasons to pursue ISO 9000, the costs
40
and benefits of ISO 9000, and the effects of certification on an organisation
(Wenmoth and Dobbin, 1994; Brown and Van der Wiele, 1995; Taylor, 1995;
Buttle, 1996; Carlsson and Carlsson, 1996; Mallak et al, 1997; Jones et al,
1997 and Brown et al, 1998).
In a survey conducted by the Manchester Business School, which is
advanced as "the most comprehensive, omni-sectoral UK study" into the ISO
9000 standards, Buttle (1996) identified twenty-three benefits as results from
ISO 9000 registration and presented to participating companies to determine
their experience of, and the value they put on each one. The results from
factor analysis showed that the benefits which companies valued are
profitability improvement; process improvement and marketing opportunities.
Raising awareness of quality throughout the organisation was reported as one
of great benefits from the ISO 9000 certification process (Brown and Van der
Wiele, 1995). Studies specifically concerning issues surrounding ISO 9000 in
developing countries are reviewed later in Section 2.5.
2.3.3 Criticisms of ISO 9000
As evidenced in the ISO survey by the rapid increase in the number of
registered companies worldwide, it is clear that the ISO 9000 standards have
enjoyed much success. However, along with the growth in certification to the
standards, there are criticisms concerning the benefits of ISO 9000 and its
value as a route to quality improvement.
Seddon (1997) argued that ISO 9000 belonged to a "traditional
command and control" management thinking, and was based on a bureaucratic
41
control standardthat was used in the SecondWorld War to control suppliers
who supplied the government with munitions. He is strongly opposed to ISO
9000 and gave ten arguments against ISO 9000, which are as follows:
1. ISO 9000 could make things worse for customersbecausepeople in a

certified organisation might stick to contract review procedures
without consideringcustomer'srequirements.
2. ISO 9000 emphasises documentation and organisations were audited
according to documents established in the system. The argument was

that the companies could get ISO 9000 registration with relatively poor
performance, but with loads of documentation.
3. The propose of documentation in ISO 9000 systems was to establish

"what we say we do" and to allow audit process to determine "whether
we do it". This was a way to control work, but not the way for good
quality. Quality is about improvement.
4. Implementing ISO 9000 did not mean improving performance. ISO
9000 could become viewed as "extra work" in many organisations.
5. The standardsdependedtoo much on people's, particularly assessors'

interpretation of quality.
6. ISO 9000 led to sub-optimisation because optimisation was beyond the
scopeof the requirements.
7. Becauseof external control (external assessors),people tended to pay

lessattention to thosethings which were controlled by ISO 9000.
8. ISO 9000 belonged to "the inspection school". This discouraged
managers from learning about the theory of variation, which was

profoundly more valuable as a means to performance improvement.
42
9. ISO 9000 failed to foster good customer-supplier relations, if the

suppliers were forced to be certified instead of working together with
partnership and co-operation.
10. ISO 9000 represents traditional "command and control" management
thinking, which began in mass-production systems. It was argued that
changing the way of thinking about management was the key to
performance improvement. ISO 9000 therefore prevented managers to
think differently.
In short, Seddon (1997) contended that ISO 9000 was not at all about
quality since it was not focussed on a culture of quality improvement. Other
opinions against ISO 9000 are that implementing ISO 9000 requires company
resources and leads to high cost, especially for small company (Fabien, 1993
and Tsiotras and Gotzamani, 1996) and that introducing ISO 9000 makes
undue demands on the time of individuals and produces a large volume of
paperwork (Brown and Van der Wiele, 1995 and McTeer and Dale, 1996).
Litigation problems concerning product safety; not addressing continuous
improvement; costs for certification process; and difficulty in maintaining ISO
certification are listed as major criticisms by Motwani et al (1996). However,
these authors try to distinguish between criticisms and misconceptions of the
standard.
Other authors (see for example McLachlan, 1996; Struebing, 1996 and
Ng, 1998) also suggest that many criticisms of the ISO 9000 standards are
unjustified and arise from misunderstanding of the purposes and intent of the
standards. Ng (1998) warns practitioners that there are many misconceptions
about ISO 9000 to be aware of; for example certification is the purpose and
43
the end of the quality journey, ISO 9000 guaranteesprofit or means zero
defects; ISO 9000 is product certification standard and it can cure anything.
From a Japanese viewpoint (Kume, 1993), ISO 9000 is constructed
from the purchaser's standpoint whereas Japanese quality activities originate
from the supplier's standpoint. However, Japan can get many advantages
from the ISO 9000 standardsby reassessingJapanesequality managementin
comparison with the standardsand reconstructing it on the firm foundation
which the standards provides Japanese quality management will then be raised
to even higher levels internationally. On the other hand, the author advises
that the ISO standardsshould be carefully used in order to achieve better and
more reliable quality management.
Will a certification system based on the ISO standards really

improve quality worldwide, or will it simply result in
mountains of useless paperwork? This is a concern. A system
is simply a means to an end, and however excellent it may be in
itself, it will do more harm than good if misapplied. We must
keep this fact constantly in mind when applying the ISO
standards. Using them merely for the propose of gaining
certification will promote a ritualized form of quality
management. We must view the system as providing us with
opportunities to review our maintenance and improvement of
quality. (Kume, 1993, p. 87)
The criticisms mentioned above are certainly, in some points, worth
being considered. The ISO 9000 standardsdoes provide an assurancethat a
supplier will consistently supply product with same specifications that it
promises. However, it can be the worst product quality (a `concrete lifejacket'
as Tom Peters once famously claimed) in the market, and a company who has
an ISO 9000 series certificate may have high defective rate in their production,
44
leading to high quality costs - which are not covered by the standard. Hence,
it is the responsibility of practitioners who wishes to implement ISO 9000 to
correctly understand the standards and apply these tools effectively.
It is worth also considering the criticism of the complexity of the ISO
9000 standardsfor smaller companies. As a response,some countries have
developedlower-level standards. In New Zealand, the Q-Base (Telarc, 1996)
approachdevelopedby Telarc, a New Zealand accreditation and certification
body, was established as an entry-level quality systems standard. Similarly,
the Irish Quality Association launched the Q-Mark standard in the 1980s as
the basic standardfor non-exporting companies. The issue on the foundation
level of quality systemsstandardwill be discussedin more details in Chapter
8.
2.4 Japanese approaches to quality
Despite recent setbacks, the Japanese economic miracle over recent
decadescontinue to be much discussed. It widely is agreedthat the dominant
factor in the successof Japanin world markets is quality (Lascelles and Dale,
1993). In the early post-war period, Japanese quality had a reputation which
was considered poor. But today "Made in Japan" is a mark of superior
quality. A great transformation of Japanesegoods occurred from the `cheap
and shoddy' product image to the "superior quality and reliability" one within
a few years in the 1960s. Many authors (see for example, Garvin, 1988;
Oliver and Wilkinson, 1992; and Lascelles and Dale, 1993) consider the
45
Japaneseapproachto quality managementworthy of significant analysis and
comment.
There are many manufacturing practices which are labelled as
"Japanese". Most of them relate to quality and the control of processes.
Quality for the Japanese manufacturer is not only linked to customer
satisfactionbut also to the efficiency of the production process. In Japan,It is
believed that maintenanceof high standardsof quality results in cost reduction
(Oliver and Wilkinson, 1992). Westbrook (1995) stressesthat there are still
lessons of quality to be learned from Japan. Japanese quality practices have
also been very popular in Thailand in the past decade (Tabucanon, 1993). The
following sections are devoted to a review of some well-known Japanese
methods, some of which have been widely accepted in Western as well as
developing countriessuch as Thailand.
2.4.1 Quality control circles (QCCs)
The principle behind QCCs is a small group of company workers and a
supervisor or facilitator who meet voluntarily to carry out various activities in
order to solve quality problems relating to their work (Kondo, 1995). The
concept of QCCs was developed in Japan in the 1960s and has been developed
into a national issue. The Union of Japanese Scientists and Engineers (JUSE)
(which is a private organisation established in 1946 with the aim of studying
foreign technology that might be applied to improve the level of Japanese
industrial technology) plays a very important role in the promotion of QCCs.
The first QCCs conventions in Japan were established in 1963, since when up
46
to 200 conferencesper year have been organisedin Japan. There are over one
million QCCs registered with JUSE (Ho, 1995). The main objectives of QCCs
(Kondo, 1995) are to:
" improve the management abilities of front-line supervisors through self-
development;
" increasequality awarenessand problem-solving consciousness;
" enthuse employees including front-line workers with their full
participation and to ensure that quality control and improvement are

practised assiduously on the shop floor
" function as a "nucleus" for QC activities as part of a CWQC programme

(described in section 2.4.5) to establish control in the workplace and to
assure quality.
The foundation of successful QCCs is the training of all QCCs
members. The basic knowledge that QCCs members must acquire is the
application of problem solving techniques such as the seven QC tools.
2.4.2 The seven QC tools and the seven management tools
Data are required, togetherwith an analysisof thesedata, as a basis for
quality improvement work. In Japan,it was realised that everyone including
front line operators in an organisation had to participate in the improvement
programme, and that the tools which were to be used had to be simple and
effective. The seven QC tools were put together by Ishikawa, among others.
These tools have been taught to workers and supervisors in Japanese industry
who have used them systematically for problem solving since the beginning of
47
the 1960s (Bergman and Klefsjo, 1994). The basic seven QC tools (Ishikawa,
1988) are as follows:
1. Pareto diagrams.
2. Cause and effect diagrams (or Ishikawa diagrams).
3. The idea of stratification.
4. Check sheets.
5. Histograms and frequency distributions.
6. Scatter diagrams.
7. Graphsand control charts.
The seven QC tools are at the heart of the QCCs programme since they
are useful tools to support the quality improvement programme of an
organisation. The common characteristic of the seven QC tools is that they are
all visual, in the form of charts, graphs, or diagrams. Ishikawa (1988)
contendsthat ninety five percentof a company's problems can be solved using
these simple seven QC tools.
Most of the QC tools are aimed at numerical data analysis. Facts,
however, are not always numerical in nature. Hence, JUSE compiled other
tools from various sciencessuch as behavioural science,operational analysis,
optimisation theory and statistics. These are called "the seven management
and planning (MP) tools" or sometimes "the seven new QC tools" (Bergman
and Klefsjo, 1994). The sevenMP tools consist of
48
1. Affinity diagrams
2. Relation diagrams
3. Tree diagrams
4. Matrix diagrams
5. Matrix data analysis
6. Process decision programme charts
7. Arrow diagrams
2.4.3 5-S practice
5-S practice is a technique employed to establish and maintain a high-
quality environment in an organisation. The name stands for five Japanese
words: Seiri, Seiton, Seiso, Seiketsuand Shitsuke (Ho, 1995). Their meanings
and typical examplesare shown in Table 2-5. The logic of the 5-S practice is
that basic requirementsfor producing quality products and serviceswith high
productivity and with little or no waste are the organisation, neatness,
cleanliness, standardisation and discipline at the workplace. The 5-S
techniquehas beenwidely used in Japan. The Japanesepractitioners consider
5-S useful not only for improving their physical environment but also for
improving their thinking processes.
49
Table 2-5 5-S meanings and typical examples (Ho, 1995)
Japanese English Meaning Typical example
Seiri Structure Organisation Throw away rubbish

Seiton Systematise Neatness 30-second retrieval of a
document
5eiso Sanitise Cleaning Individual cleaning

responsibility
5eiketsu Standardise Standardisation Transparency of storage
5hitsuke Self-discipline Discipline Do 5-S daily
2.4.4 Suggestion systems
In successful Japanese companies, for example Toyota, most
employees are also active in quality improvement work through company
suggestion systems. The concept of suggestion systems is to stimulate
employees to contribute their knowledge and experience by providing their
advice to improve their work. There is no perfect organisation since there
Muda (wastefulness), Muri (overburden) and Mura (unevenness) occur in
every workplace and cannot be solved by machine. Only careful employees
can discover deficiencies and then correct or improve them (Toyosawa, 1988).
The objectives of suggestionsystemsare to improve the power to work and
individual abilities; to promote friendly and healthy human relations among
employeesand to vitalise activities; and to improve the company's structure
and operations (Lascelles and Dale, 1993).
Toyota introduced a suggestion system among their employees in the
1950s. The system did not work properly for the first few years but more
50
recently the system has become very efficient. The reasons why the
suggestionsystem in Toyota is successfulare that all suggestionsare rapidly
responded to by management; that they have a reward system for good
suggestions and that management look seriously at the submitted suggestions
and actually make use of the improvementideas(Bergman and Klefsjo, 1994).
2.4.5 Company-wide quality control (CWQC)
The Japanese approach to quality management has been extended to
become a concept and philosophy after the application of statistical quality
control was introduced by American gurus such as Deming and Juran. It has
been realisedthat the application of SQC techniqueslimited to production and
inspection functions is not sufficient to achievecustomer satisfaction,which is
the main objective of quality control. The Japaneserecognised that it is
necessarynot only to put more emphasis on the processesthat take place
before production and inspection, but also to apply the QC approach to those
that take place afterward (Kondo, 1995). Therefore the concept of control
evolved from SQC to become CWQC. Ishikawa sees CWQC as implying that
quality does not only mean the quality of product, but also after salesservice,
quality of management,the company itself and indeed human life (DTI, 1991).
The CWQC concept has been associatedwith the term Total Quality
Control (TQC) and later with Total Quality Management (TQM) in the West
(Garvin, 1988; Oliver and Wilkinson, 1992; Oakland, 1993; Kondo, 1995; and
Ho, 1995). However, Kondo (1995) argues that CWQC has two principal
features which distinguish it from TQC and TQM. The first is the wide
51
coverageof the QC activities which involves a deep awarenessof the need for
teamwork not only in production and inspection process, but also in every
other area in an organisation. The second principal which makes Japanese
CWQC different from Feigenbaum's TQC is LQW employee participation in
QC and ancillary activities. According to Garvin (1988), CWQC consists of
four elements:the involvement of all functions apart from manufacturing (he
indicatesthat this is an idea taken directly from Feigenbaum);the participation
of employeesat all levels; the goal of continuous improvement; and careful
attention to customer's definition of quality.
The aim of CWQC is to create a tightly integrated organisation, with
efficient usage of resources for price-competitiveness, but simultaneously
flexible enough to respond to customer requirements (Oliver and Wilkinson,
1992). In Schonberger's(1982) viewpoint, JapaneseTQC is a `fundamental
production function', along with many other Japanese manufacturing
techniques,such as QCCs, JIT and tight in-processcontrols.
2.4.6 Just-in-Time (JIT)
Just-in-Time (JIT), among others, is a Japanese manufacturing
approach which has caught Western interest (Oliver and Wilkinson, 1992).
There are various views of the origins of the JIT concept. According to
Schonberger (1982), it was first applied in the Japanese shipbuilding industry
in the late 1950s or early 1960s and extended to the Japanese steel industry.
Due to excess capacity, shipbuilders were able to get steel delivered virtually
on demand, and consequently dropped their stocks down from about one
52
month's requirements to three days. Other sources suggest that JIT originated
at Toyota (Voss, 1987 and Logothetis, 1992). According to Voss (1987),
Toyota began experimenting with many approaches to manufacturing
management, including the JIT concept, in the 1960s. JIT was later extended
to suppliers and the sales department. By the mid 1970s, it had become
widely known in Japan as the "Toyota Manufacturing System".
The principle aim of JIT is "to operate or produce to meet the
requirements of the customers exactly, without waste, immediately on
demand" (Oakland, 1993). While some authors regard JIT as a modern
management principle (Voss, 1988; Oliver and Wilkinson, 1992; Lascelles
and Dale, 1993 and Oakland, 1993), others simply consider it as only the
kanban system (Logothetis, 1992 and Kolarik, 1995).
2.4.7 Total productive maintenance (TPM)
Total Productive Maintenance (TPM) was defined by the Japan
Institute of Plant Maintenance (JIPM) in 1971 as "a system of maintenance
covering the entire life of the equipment in every division including planning,
manufacturing and maintenance" (Ho, 1995). Its objective is to increase the
productivity of every piece of equipment. The philosophy behind it is based
on autonomous maintenance activities to maximise equipment effectiveness,
by the operator. It is a development of Preventive Maintenance (PM) in which
activities are planned to maintain and prevent equipment from breaking down.
Here the maintenance department is responsible for all equipment used in
factory. In the concept of TPM, however, the maintenance department must
53
work with the production teams and also others such as the planning
department, human resources development, etc. who are also responsible for
keeping equipment in good condition. Everyone, through TPM co-operates to
proactively maintain equipment in order to increase the productivity of plant
and ultimately the company's profitability. The 5-S practice is also essential
in activity supplementing TPM. Lascelles and Dale (1993) provide an
example of the three-year TPM programme in a battery manufacturing
company which consists of seven key steps as follows:
1. initial cleaning.
2. counter-measures at the source of problems.
3. cleaning and lubrication standards.
4. general inspection.
5. autonomousinspection.
6. orderlinessand tidiness.
7. full autonomous maintenance.
A TPM sticker is issued and placed on a machine after each TPM step
has been achieved. Employees of the company were trained on the TPM
programme. TPM efficiency improvements resulted in a 20% increase in
machine performance for the battery plate making line and 100% increase on
the battery assemblyline.
54
2.4.8 Kaizen
As literal translation from the Japaneseof the word Kaizen means
"change to the better" (Bergman and Klefsjo, 1994). It has also been equated
with the term "continuous improvement" in English (Ho, 1995 and Kehoe,
1996a). The kaizen philosophy aims at developing improvements in all areas
of the businesson a continuousbasis. It is basedon people's commitment and
participation. Practising kaizen can be done through teamwork such as QCCs
and through suggestion systems. Among the most important methods of
kaizen are the seven QC tools. According to Kehoe (1996a), Japanese kaizen
is different from Western innovation as shown in Table 2-6. Improving
performance through innovation is mainly carried out by managementwho
want to find new ways of doing things in order to gain advantage over
competitors. Business process re-engineering and investment in new
manufacturingtechnologiesare typical approachesemployed for innovation.
Table 2-6 Kaizen vs. Innovation (from Kehoe, 1996a)
Kaizen characteristics Innovation characteristics
A large number of incremental Infrequent, large-scale advance in

improvements. performance.
Employee involvement through Managementdriven.
teamwork.
Company-wideover a long period of Technology based.
time.
Originating from Japan Originating from USA.
55
2.5 Quality management in developing countries
Studies of quality management in developing and newly industrialised
counties (NICs), which include Singapore, Hong Kong, Korea and Taiwan,
can help provide a perspectivefor this investigation. The literature in this area
has until recently been relatively sparse compared with the many detailed
studies of US, Japanese and European practice, but a number of
developmental and comparative studies have now become available. Thai
history and traditional culture has distinctive features which set it apart from
those of its neighbours, and which influence the culture in the workplace.
However other South and East Asian countries are of interest from a
comparative viewpoint, as they share a number of important influences. In
particular the researcherconsidersthat geographicalproximity and economic
involvement with Japan, trends of success and failure in economic and
industrial development, cultural traditions and regional business practices are
significant issues for quality management. A brief survey of quality
management and its background in several neighbouring developing countries
are presented in the following sections.
2.5.1 Singapore
Singapore is a small country which has taken a disciplined strategic
approach to achieving manufacturing success,which extends to the quality
area. Singaporecompanieshave also adopted ISO 9000 series standardsto a
much greater extent than their Thai counterparts. The ISO 9000 certification
system in Singapore is well established. The Singapore Productivity and
56
Standards Board (PSB) is the leading organisation for standards and
conformance through its programmes in metrology, standardisation, laboratory
accreditation, certification, testing and evaluation services (Hong, 1996).
Since it launched its ISO 9000 certification scheme ten years ago, around
2,100 companieshad been certified to ISO 9001/2 by the end of 1997,and the
PSB has issued the highest number of ISO 9000 certificates to Singapore
companies (PSB, 1999). In order to establish Singapore as a country
committed to world-class business excellence, Singapore quality award (SQA)
framework which is very similar to the US Malcolm Baldrige National Quality
Award was established in 1994. The SQA model was used to developing the
measuring instrument in order to measure the level of quality management
practices and to identify the strengths and areas for improvement of the
organisations(Quazi et al, 1998).
From results of a survey, Quazi and Padibjo (1998) describe the
progress from ISO 9000 standards to TQM implementation among SMEs in
Singapore, assisted by a government initiative. Their research showed that
ISO 9000 can be a stepping stone toward TQM implementation.
2.5.2 Hong Kong
The global trend towards better quality managementhas been realised
in Hong Kong since the 1990s (Chin, 1996). The Hong Kong government has
initiated many activities to support local companies in pursuit of high quality
production. Earlier, the Standards and Calibration Laboratory was established
in 1984 to maintain standards of measurement and provide calibration
57
services. In 1985, the Hong Kong Laboratory Accreditation Scheme was
launched to encourage the upgrade of management and testing standards.
Further, the Products Standards Information Bureau is responsible for
maintaining a collection of more than 80,000 national standards. In 1989, the
Hong Kong government has launched its ISO 9000 certification scheme. The
Hong Kong Quality AssuranceAgency (HKQAA) was establishedin 1990 as
a national certification body governedby the Hong Kong AssuranceCouncil.
HKQAA has registered more than 1,300 companies (HKQAA, 1999).
Lee (1993) reports the finding of a survey on the use of quality
management techniques in Hong Kong industry and its investment in China.
It was found that the attitude of Hong Kong industry towards quality
managementconcepts, especially ISO 9000 was positive. Moreover, TQM
was frequently adoptedafter a company obtained ISO 9000 certification (Lee,
1998). However, the research carried out by Chiu (1998) illustrated the
problems of involvement in a TQM programme in ethnic Chinese firms
located in Hong Kong. The author stated that some characteristics of the
Chinese culture such as face saving, low trust, conflict avoidance, high power
distance, status consciousness, and "social loafing" could make the job of the
facilitating teamwork and total employee involvement in TQM programmes
more difficult. In this regard it should be noted that ethnic Chinese operate a
large number of businesses throughout the region.
According to Lee (1995), the results from an ISO 9000 survey of Hong
Kong industry showed that the companies which did not have a formal quality
system and management practice before obtaining ISO 9000 certification
58
tended to have the following characteristics:employ additional staff to assist
the ISO 9000 implementation, have extreme changes in organisations, involve
senior management only in the ISO 9000 project, quality policy seems not to
have a significant effect on the company, do not gain much benefits such as
reducing waste, improving efficiency, and relationship with sub-contractors,
looser control of sub-contractors'quality, have more problems with quality
systemmaintenance,and lessexpectationon developing the systemto TQM.
2.5.3 Taiwan
From Taiwan, in an interesting case study (Chen and Lu, 1998)
examined a single local company implementing TQM, and identified
Taiwanesecultural issues,particularly Confucian tenetsas important factors in
the process. The authorsalso provided the backgroundto quality management
in Taiwan. Both government and industry in Taiwan have long striven for
quality management. In 1967, the concept of quality control circle (QCC) was
introduced and becamepopular in industry. TQM was first introduced around
1980 and becamewidely acceptedafter 1987. ISO 9000 certification is also
well known. In 1989, the Ministry of Economic Affairs instituted the national
quality award to encourage TQM implementation.
According to Jeng (1998), there were over 1,200 companies, in
Taiwan, that were certified to ISO 9000. He conducted a survey to evaluate
the performance of the organisations that have registered to ISO 9000. The
result showed that seventy percent of the companies that achieved ISO 9000
certification had improved their performance. Another empirical research
59
project, reported by Huarng (1998), indicated that ISO 9000 implementation
can help Taiwanese SMEs gain benefits in internationalisation, quality
improvement, sales enhancement, and cost reduction. The author confirmed
that implementing ISO 9000 with particular regard to TQM concepts and
employee involvement could result in significant benefits for SMEs.
In another paper Chen (1997), reporting on a study of the human
aspects of TQM implementation in Taiwan, presents a quantitative analysis
based on a questionnaire and interviews, which indicates that the subsidiaries
of Japanese and US companies perform more effectively in this area than do
locally owned companies. Lin (1998), using a survey instrument, found some
striking relationship between quality management practices and organisational
climate. He reported that organisations who have high quality-tendency had
loose organisational structure, less emphasis on bureaucracy and are more
competitive.
2.5.4 Korea
In his paper, Kang, C.W. (1996) describes the status of quality
management in Korea. At national level, since 1960s Korean government has
carried out many activities to set up an infrastructure for quality. For example,
a standardisation system was introduced and industrial standardisation was
given a legal basis in 1961. The Korean Standards Association (KSA) was
established in 1962 in order to certify products made in the country in
accordance with the Korean Industrial Standards Law. The Industrial
Advancement Administration (IAA), under the Ministry of Commerce and
60
Industry, has been actively involved in promoting quality control concept to
industry since 1973. The IAA also adoptedthe ISO 9000 standardsas Korean
Industrial standards in 1992 and acts as an accreditation body to accredit
certification bodies and training organisations in Korea. There were over one
thousand companies that have been certified to ISO 9001 or 9002 by domestic
and foreign certification bodies by February 1996 (Kang, I. K., 1996).
Moreover, the IAA establishedthe Korean quality managementaward system
in 1975 in order to encourage and promote quality concepts in Korean
industry.
2.5.5 Malaysia
Quality managementis relatively new to Malaysia (Idris et al, 1996).
However, the Standardsand Industrial ResearchInstitute of Malaysia (SIRIM)
has played a very active role in promoting quality issues. In 1987, SIRIM
launched the quality system assessment and registration scheme.
Consequently, ISO 9000 standards have been well known since the early
1990s. At present SIRIM has registered over 1,000 Malaysian companies
(SIRIM, 1999). According to Ali (1994), the adoption of ISO 9000 has taken
the quality movementin Malaysian industry to a higher level.
Idris et al (1996) conducted a survey of Malaysian manufacturing
companies already registered to ISO 9000, with a view to examining their
status as regards TQM implementation. Less than a third of the responding
companies claimed to `have TQM', but there was a strong minority claiming
to have made substantial progress towards total quality practices. These
61
authorsalso describethe Malaysian SIRIM model of total quality training for
a company, which is multi-step process involving the adoption of such
practices as a quality improvement process, 5-S, Quality Control Circles
(QCC) and TPM (Total Productive Maintenance). In their consequent study
(Idris et al, 1997), the authors developed a conceptual model called SMET
(Small and Medium Enterprises TQM Implementation) based on SIRIM
model. They reported that all key activities in SMET model (5-S, Production
Planning & Control, QCC, ISO 9000, TPM and TQM) were significant to
business performance of SMEs. They also concluded that SMET model was
workable and practical for implementing TQM.
Thiagarajan (1996) conducted an empirical study of TQM and
proposed a framework of generic application for Malaysian-based
organisations. He presentedfour critical categoriesfor TQM implementation
which were institute leadership,maximise internal stakeholdersinvolvement,
manage by customer-driven processes and adopt continuous improvement. He
also concluded that the critical quality processes in Malaysian companies were
similar to those found in the West countries.
Kaye and Dyason (1997) report on a comparativeaction-researchstudy
of quality in
management Malaysia and the UK. They comment particularly
on the cultural clash betweentraditional Malaysian managerswho àre locked
into traditional autocratic managementstyles' and expatriate senior managers,
particularly from Japan. Like most Thai companies, the Malaysian companies
studied here perceived ISO 9000 as the final goal. However there was
evidence that Malaysian companies made more systematic use of quantitative
62
tools
quality management to control key processesthan did the UK companies
studied. In addition the Malaysian companies were assessedby these authors,
using a questionnaire, to be more focused on strategic quality orientation and
continuous improvement than their Western counterparts.
According to Hassan (1996), the Malaysian national social and
economic objectives seem to have significant influence over the aspectsof
improvementof organisationswhich are emphasisedin industry.
2.5.6 India
Despite the vast size of the country, very little published information
seemsto be available on quality in

management India. Here, where the large
domestic market was long protected from international competition, the
introduction of modern quality managementpractices was limited mainly to
multinational companies. For example, Glaxo India which is the largest
pharmaceuticalcompany in India, initiated "the Glaxo Wellcome Excellence
Process" as its continuous improvement programme (Blythe et al, 1997).
With moves to liberalise the Indian economy, many more companies have felt
the needto adopt ISO 9000 seriesstandardsor implement TQM. The general
reputation of quality managementhas not been assistedby a proliferation of
unregulated and unaccredited ISO 9000 `certification bodies'. As regards
TQM, Indian companies have adopted diverse models and TQM doctrines,
and quality award schemes have been introduced to raise the profile of quality
in Indian business. (Ahluwalia, 1997).
63
Themesin quality management- literature review Chapter 2
2.5.7 People's Republic of China
In People's Republic of China, quality activity has begun since 1957
when Yuanzhang (1994) founded the first research group on quality control
and provided training courses on SQC to industry. However, at that time SQC
was not applied in industrial enterprises. When PRC started its more open
policy and moved from an absolute planned economy towards a market
economy, it has been realised that quality management could not be neglected.
The ISO 9000 standards were formally issued as national standards in
1993. There were more than 4,000 organisations in PRC certified by the end
of 1997 (Han, 1998). This author describes the development and
characteristics of PRC's ISO 9000 quality system certification. There were
three stages: a preparatory stage; a development stage; and finally the stage of
`going to the world'. There has been a considerable effort in the PRC to
promote ISO 9000 and encourage companies to implement the standards, but
several problems have been encountered. Some company working methods
do not comply with the requirements of the standards. Companies also have
difficulty dealing with the multiple activities of supervision and certification.
The author summarised that there still was a lot of work needed to improve the
fairness, effectiveness and authority of the certification process.
Barad (1995), in a comparative study of PRC and Australian quality
management practices, identified distinctive differences in rationale,
objectives and the scope and practice of improvement programmes. The PRC
practices exhibited a greater similarity to Japanese approaches. One
64
significant difference was in the use of quality costs, which were reported
regularly in all the PRC enterprises studied.
Substantial South-East Asian countries such as Indonesia and the
Philippines show very little evidence of efforts or progress in quality
management. At national level, both of them do have national standards
organisations. The National StandardizationAgency of Indonesia (BSN) has
been establishedto be responsiblefor developing standardisationin Indonesia,
which include metrology, standards, testing and quality (BSN, 1999). The
Bureau of Product Standards (BPS) is the Philippines' national standards
body, under the Department of Trade and Industry (BPS, 1999). However,
published information regarding quality managementin these two countries
seemsto be unavailable.
Vietnam, which recently started an open economic policy and
encouragedforeigners' investment in their country, has a national standards
body, named the `Directorate for Standards and Quality (STAMEQ)'. The
STQMEQ, in addition to its functions as a national standards body, also
certifies companies in Vietnam. According to STAMEQ report (STAMEQ,
1999a),there are 20 companieswhich have beencertified under the STAMEQ
certification scheme,and another24 companiesby other certification bodies.
In summary, quality managementin developing countries has been
establishedand developedin much the sameway as with developedcountries
in the West and Japan. At a national level, it is the duty of government to
provoke quality activities within the country. According to Sanholm (1988),
65
national efforts for quality include standardisation; certification; export
inspection; legislation; national promotion; education and training; external
assistance; institutional infrastructure; and national quality control society.
Those countries mentioned above including Thailand (which is described
separately in Chapter 3) have embarked on a national quality journey and
made effort to promote quality management in their countries. However,
someof them have done a goodjob while others are still struggling.
2.6 Quality management and national traits
There is as yet no firm conclusion on whether national culture has a
great impact on quality management. However, there have been attempts to
investigate the relationship betweennational culture and quality practices and
also to undertakecomparativestudy on quality management. According to the
study on organisational culture reported by Hofstede et al. (1990), the values
and practices of people in organisation may be influenced by corporate factors,
task and industry factors, and national factors, and the degreeof influence may
vary from organisation to organisation. Juran (1993) has argued that there is
no need to redesign a country's culture to create the disciplines of quality
improvement. Concept of quality management should be able to be
universally applied, as stated by Logothetis (1992).
This is the classic excuse of Western management for refusing

to accept the principles and techniques that have made Japan an
economic superpower. Particular problems might indeed be
different, but the principles for solving them and for satisfying
the customer are universal.... National culture has nothing to do
with it (Logothetis 1992, p. 51).
66
On the other hand, Kano (1993) commented that one needs to take
cultural issue into account when implementing quality management.
However, he also emphasised that culture is not a barrier to quality
management implementation.
Harrington (1996) carried out a three-year period international study to
identify the national traits in TQM practices between North America, Europe
(Germany) and Japan. The international key comparisons were strategic
planning, design of new products and services, use of business process
improvement tools, use of teams, use of improvement tools and quality
assurance's role. He concluded that Japan seems to be changing focus from a
team concept to an individual excellenceapproach,while North America and
Germany still focus on team improvement. He also statesthat North America
and Japan focus on business process improvement but Germany does not
recognisethat Japanhas a significant advantagein this area.
In the study of quality management practices and performance in five
countries: Australia; New Zealand; Hong Kong; Korea and Taiwan, Corbett et
al (1998) conducted mail surveys of operations managers to find out how
much agreement existed around quality practices and how similar was the
performance being achieved. They reported that there were more divergence
by countries from the region's mean scores on practices rather than on
performance. Moreover, regression analysis found only one measure of
performance, which is employee satisfaction with the company, which was
significantly related to practice factors.
67
2.7 Summary
This chapter has reviewed key issuesconcerning quality management
in general as well as quality development in developing countries. The
overview has shown that there is a vast array of literature on quality
management. Quality management, from Taylorism to modern "Total"
of
management quality, has had a long and eventful history. It is obvious that
apart from `hard' aspects such as systems and tools, human resources which
are the `soft' side are not less important to quality improvement. As there are
many definitions of quality and numerous approaches to management of
quality, an organisation which wishes to embark on a quality journey has to
understand the concepts and approacheswhich they can apply in order to
ensuresuccessfulimplementation. In one aspect,TQM might be describedas
a management philosophy which has been adopted by many organisations so
as to compete in the global market. Some of them are successful and gain
many benefits from their quality programme, while some others fail.
The ISO 9000 series of quality systemsstandardshas also become a
major issue since it came into the history of quality management. It represents
a unique global phenomenon, and more than a hundred nations have adopted it
as their national standards. However, the positive and negative effect of the
standardshas been the subjectof much debatein recent years.
Since Japan has been leading other countries in the world market and it
has been widely agreed that a key success factor is quality, Japanese
approaches to quality management have been reviewed here. Some of the
68
Japanese approaches have been imported to Western countries, but in
developing countries in Asia such as Thailand they are very significant.
Quality management is still in its infancy in many developing
countries. Literature on quality management in the developing countries is a
very scant resource, and the researchon this subject needs more attention.
This chapter has however examined recent studies from the most significant
"Asian Tigers".
In the next chapter, quality management in Thai industry is reviewed in
order to provide background information to Thai industry and economics as
well as quality development.
69
Quality management in Thai industry Chapter 3
3. Quality management in Thai industry
3.1 Background to Thai manufacturing industry
Before the 1960s,Thailand had an economy basedon agriculture. The
biggest income was from agriculture (Manarungsan, 1989). The
manufacturing sector in those days processed agricultural products and local
raw materials mainly to meet domestic demand. The agricultural share of
Gross Domestic Product (GDP) was overtaken by that of manufacturing in
1985(Warr, 1993). The growth rate of exports acceleratedthrough 1980s,and
the composition of these exports tended to change from commodities to
manufactured products. The proportion of agricultural exports decreased from
83 % in 1961 to 62 % and 28 % in 1971 and 1987 respectively, while
manufactured exports increased from only 2.4 % in 1961 to 10 % in 1971 and
63 % in 1987 (Tambunlertchai, 1993). Manufacturing has made the largest
contribution to the economy in the past three decades. The manufacturing
sector, which was initially geared towards import-substitution, became more
export-oriented. The textile industry was the most important foreign exchange
earner in the export market, it replaced rice which had been the most
significant export earner since Thailand first entered into foreign trade in the
mid-nineteenth century. Thailand was one of the economies (other include
South Korea, Taiwan, Singapore, Hong Kong, Malaysia, Indonesia and China)
70
which were amongthe world's thirteen most successfulat raising real incomes
in 1965-1990 (Rohwer, 1995). In short, Thailand manufacturing sector
performance has been impressive in the last few decades.
However, the miracle of "Asia's new little dragons" (Schlossstein,
1991) endedwhen Thailand faced the economic crisis of 1997. According to
the economic structure working group (TDRI, 1998), the causes for the
economic turmoil are divided into two main groups: "immediate and root
causes". As well known in general, the immediate causes included a large
overseas debt burden carried by the private sector, over-investment in non-
productive business,over-valuation of the baht, lack of transparencyin some
bank-and-business dealings and the subsequent loss of international
confidence in the Thai economy as a whole. The root causes,which are as
seriousas the former, are a lack of competitivenessand sustainability. This is
becauseThailand no longer has a manufacturing base with very low cost
labour and cheap raw materials as compared to other Asian countries such as
the People's Republic of China (P.R.C. ) and Vietnam.
During the economic boom, one key feature within the manufacturing
sector was the successful combination of imported capital and technology with
local labour and natural resources, and the export of resulting products through
marketing ability of foreign `partners'. But when Thailand lost the advantages
of cost, its foreign `partners' were quick to move away and invest in cheaper
countries. Hence the country needs to urgently develop its own capabilities
for self-reliance. Moreover, Yuthavong (1997) states that Thailand is at the
stage of a "struggle for mobilisation and mastery" of which the key factors for
71
development of the country include market intelligence, technological
forecasting and management, quality control and use of advance
manufacturing technology.
Development of economic competitiveness is therefore one of the main
objectives in the current Eighth National Economic and Social Development
Plan (1997-2001) (NESDB, 1996). Thailand must prepare for changesin the
world market, then among others it needs to enhanceproduct standardsand
quality as well as quality management systems to respond to the development
of free trade areas and the global market.
3.2 Role of quality management in Thai manufacturing industry
It has been accepted world-wide that one of the key factors for
companies to be successful in the global market is quality. Most of the
companies which are ahead their competitors and succeed in their businesses
employ quality managementpractices. Bergmanand Klefsjo (1994) suggest:
Quality has become an increasingly important means of

competition on the world market. A strategy based on
management commitment to continuous quality improvement
has therefore to be applied more generally and systematically in
any organization to enable it to keep its position on the market.
Otherwise, large shares of the market will be lost to those
competitors who are more aware of the importance of quality.
Quality management plays a very important role in Thai manufacturing
industry for many reasons. Two key aspects are the export market and
domesticdemands,which will be addressedbelow.
72
3.2.1 The export market
As mentioned above, the manufacturing sector has been the biggest
income earners in Thailand since 1985. However, the main reasons for the
success of Thai manufactured exports has been the advantages of low-cost
unskilled labour and an abundant supply of agricultural raw materials
(Tambunlertchai, 1993, Lueprasitskul, 1997 and Sheehan, 1998). This
competitive strength has gradually been eroded as countries like P.R. C.,
Vietnam, Indonesia and Burma begin to launch their manufactured products
onto the world market. Moreover, free trade areas such as AFTA, NAFTA,
APEC etc. will inevitably affect Thai exporters because of aggressive
competition. Thailand needs a new strategy to compete with others in the
global market. Sheehan (1998) suggests that Thailand should intensify its
effort to become a "clever country" to develop mechanisms to add value to

-
its production and service industries. The author goes on to suggest that the
ability of Thailand to become a "clever country" depends on its approach and
personal development of its people. Strengthening Thai capability in science
and technology and research and development (R&D) are vital so that it can
have its own technology and capability to produce products to compete in the
world market (TDRI, 1998 ). Apart from technology and skilled labour, Thai
companies which aim to export must strengthen their knowledge and apply
quality management practices in their organisations. According to Janchai et
al (1997), manufacturing companies should increase their productivity, reduce
costs, improve value-added, technology of production, use of local raw
materials, introduce clean technology and go for ISO 9000 certification. Thai
manufacturing companies need to compete in the aggressive competitive
73
environment not only by low cost production but also by improving their
quality of products and services. They might first reach a competitive edge by
catching customers at the low-end of the global market and later climb the
ladder when they have developed the elements needed to `raise their game'
and develop competitive advantage using science and technology, human
resources as well as management etc. Improving quality affects the
company's success in many ways, for example a better market position,
shorter lead times, reduced costs due to waste and rework, higher productivity
(Deming, 1986 and Bergman and Klefsjo, 1994). The ISO 9000 series of
quality systems standards is also important for Thai manufacturing exporters
since it has been recognised world-wide. It has been seen as an essential
prerequisite to the international trade (Ivancevich et al, 1994 and Kehoe,
1996). It is clear that if Thailand wants to be able to compete in the global
market, among others, quality management will play a very important role in
the Thai manufacturing industry.
3.2.2 Domestic demand
Even though the export of manufacturing goods has grown rapidly in
the past three decades, the main output of Thailand's industrial production still
goes to the domestic market (Tambunlertchai, 1993). This market no longer
belongs to producers, so called "production push". Now it belongs to
customers who buy goods which are able to satisfy their needs, perhaps a
situation closer to "marketing pull" (Nananukul et al, 1986a). Customers can
now choose from a range of products according to perceived value, which
means that they may be willing to pay more but they expect better quality and
74
service. Moreover, customerdemandshave becomemore sophisticateddue to
increased consumer awareness and market segregation of Thai society which
is the result of the country's economic development. Markets are now
educated to demand good quality, and consumers begin to appreciate quality
in both imported and Thai goods. When examining a particular market, it is
clear that company must develop quality management to survive in the
internal market, not just for export. See Sasananan(1999), for a case study
illuminating this issue in relation to the market for agricultural pumps. Low
cost combined with effective quality management practices is important. In
general, every country including Thailand should have the capability to
produce quality products for the domestic market. A country that cannot
compete in its own domestic market, cannot expect to be a fully successful
exporter in the global market.
In summary, the role of quality managementin Thai manufacturing
industry was not clear in the past. However, it is now obvious that quality
management will play a crucial role in Thai industry to help to improve its
competitiveness in both domestic and external markets. To provide an overall
perspectiveof quality managementin Thailand, the next section describesthe
backgroundand the application of quality managementin Thailand.
3.3 Background to and application of quality management in

general
The history of quality management in Thailand started a century ago in
1891, when a mineral laboratory was established to control the quality of raw
75
material and finished products for the Royal Mint (Arphasilp, 1980). Later
this laboratory became the department of Science Services under the Ministry
of Science, Technology and Environment. Its responsibility was to analyse
raw materials against specification and its functions were later expandedto
serve other industries as well as public. As the extent of manufacturing
industry was limited in thosetimes, most of this early control effort was led by
government organisationsand directed towards commercial commodities for
export and import.
The management culture of Thailand's manufacturing industries has
typically developed from the traditional Chinese style (family managed and
owned) towards a more Western approach, but there has also been a
significant movementtoward the Japanese

style in the last decade(Tabucanon,
1993). In the quality area,two Japanesecompaniesin Thailand embarkedon
Quality Control Circle (QCC) activity as early as 1975 (Nananukul et al,
1986b). During the period 1986-1989,QCC were promoted and apparently
prospered not only in manufacturing industry but also the service sector
including banks, hospitals and government offices. After a period of strong
promotion, QCC activity has since slowed down. At present, when Thai
businesspeople talk about QCC in Thailand they may well say that "QCC was
born in America, was widely and successfully developed in Japan and then
cameto a deadend in Thailand" (Simachokdee,1998a). However, this author
also argues that there are a number of organisations, which do successfully use
Japanesetechniques for small group activities such as QCC, 5-S, Kaizen, etc.,
but they do not promote theseoutsidethe company.
76
Formal quality management systems are one of the approaches
transferred to Thailand from the more industrially developed Western
countries as well as Japan. Not until 1990 was the ISO 9000 series of quality
systems standards adopted as Thai national standards, previously quality
managementin Thailand was usually managed informally, except in certain
foreign owned and managedcompanies. The details of the adoption of ISO
9000 and its application in Thailand are describedin the next section.
3.3.1 ISO 9000 series of quality systems standards
After the publication of the ISO 9000 series of quality systems
standardsby the International Organisationfor Standardisation(ISO) in 1987,
the serieswas adoptedand becamethe Thai national standardsin 1990. The
latter is known as ISO/TIS 9000. The Thai Industrial StandardInstitute (TISI)
at the Ministry of Industry which, in addition to its functions as a national
standards body, also certifies companies in Thailand. In 1992, the first
company to be certified was the lubricant plant of Shell (Thailand) Co. Ltd.
located in Bangkok. By 1998 approximately 219 companies had been
approved by TISI. In addition there are quite a number of overseas-based
certification bodies operating in Thailand such as SGS, Lloyds, AJA, TUV,
DNV, UL, etc. Seven hundred and twenty eight companies have already been
certified by foreign certification bodies (Table 3-1). The majority of those
companies manufacture their products for export to Asia, Europe or the United
States of America (TPI, 1998).
77
The ISO 9000 series standards has now been widely accepted by Thai
industry as part of an effective strategy for competitive advantage in the global
market (Janchai et al, 1997). Despite of the fact that ISO 9000 has now
become very important for Thai industry, it is still in an early stage of
penetration of the large numbersof Thai SMEs (Krasachol et al, 1998). The
number of companiesin Thailand which have been certified to ISO 9000 is
relatively low, compared with some other Asian countries (Krasachol et al,
1998 and TPI, 1998), and an ISO 9000 series certificate will often be
advertised widely by its proud possessor. According to the report of NSTDA
(1999), the number of certified companies was shown in Figure 3-1.
Figure 3-1 ISO 9000 certified companies in Thailand by year of certification
1000
900
800
E
700
Accumulated
600 number of
71
S certified comp.
500
0 Number of
400
certified comp.
300 in particular year
E 200
z
100
0
Year
78
Table 3-1 Number of certified companies by certifying body
Certifying body Number of certified

companies
Bureau Veritas (Thailand) Ltd. (BVQI) 273
Thai Industrial Standard Institute (TISI) 219
SGSYarsley SGS(Thailand) Ltd. 137

RWTUV (Thailand) Ltd. 114
Lloyd's Register 40
International InspectionCo., Ltd. (UL) 37
TUV Rheinland Thailand Ltd. 39
Det Norske Veritas Pte Ltd. 27
AJA EQS (Thailand) Ltd. 25
Intertek Testing Services (Thailand) Ltd. 12
British StandardInstitute Quality 6

Assurance (BSI)
TRADA Certification Ltd. 3
JapanQuality AssuranceOrganization 5
TUV Product Service 3
Quality AssuranceServicesPTY Ltd. 1

Reliability Centre for Electronic 1
Components of Japan
BM Trada (Thailand) Ltd. 4

Bureau Veritas Quality International Ltd. 1
(BVQI)
TOTAL 947
TISI plays a very important role on behalf of the Thai government to
set up the national accreditation and certification system. As mentioned
above, TISI have certified Thai companies against ISO 9000 since this
standard was adopted to be the Thai national standard, however the ISO
79
institute was established in 1998 to take over the certification task from TISI.
From May 1999, TISI no longer operates as a certification body, but as a
national accreditation body for certification bodies.
As regards the plans for training of ISO 9000 consultants and
assessors,The Federationof Thai Industry (FTI), co-operating with TISI, has
organisedmany training coursesfor industry in order to help them implement
and obtain ISO 9000 certification. The Thailand Productivity Institute (TPI)
was established in 1996 to promote activities around productivity and quality
management including ISO 9000 and TQM. This institute provides training
and consultancy services to Thai industry. In addition, the Thai National
Scienceand Technology Development Agency (NSTDA) gives technical and
financial support for SMEs which have successfully implemented ISO 9000
and also establishesconsultanttraining programmeto develop the competence
of Thai consultants.
3.3.2 Total quality management (TQM)
TQM was introduced to Thailand as "Total Quality Control (TQC)" in
the book of that name written by Nananukul et al (1986a). In their book, the
authors refer to well known quality gurus such as Deming, Juran, Feigenbaum,
Ishikawa, Crosby, etc. They describe the concepts of these gurus in Thai and
use the term "Company Wide Quality Control (CWQC)" interchangeable with
TQC. The PDCA concept is also mentioned in the book. Apart from these
concepts which they provide by referring to the gurus and Western and
Japaneseexperiences, the authors give examples of the TQC application based
80
on their own service-sector experience (banking). However, the authors seem
to emphasise QCC activity rather than giving a clear account of the overall
concepts of TQC. As mentioned above, QCC prospered during the 1986-1989
period, but more basic TQC concepts seem to have been neglected. Hence
although TQM was introduced in Thailand several years ago, effectively it is
still in its infancy (Krasachol et al, 1998). With the exception of a few large
Thai-owned groups, TQM has been largely concentrated in foreign-owned
companies. However, Thai industry is now more aware of the importance of
TQM, and a number of books have been published on relevant management
issues, TQM, quality tools and techniques. Most of these are translations of
well-known books from either Japan or the USA and include Ìn Search of
Excellence' (Peters and Waterman, 1982), `Suggestion System' (Toyosawa,
1988), `Company-wide Quality Control' (Kondo, 1995) and `5S Techniques'
(Hiroyuki et al, 1992) etc. Some are written by Thai authors, for example
`TQM living handbook: an executive summary' (Lueprasitskul, 1997) and
`TQM: Handbook for organisation 2000' (Simachokdee, 1998b). Those books
are text or resource books that provide knowledge on management of quality
to Thai academics, students in quality management, and practitioners in
industry who wants to obtain knowledge and apply it in their jobs. But
research literature and case studies on the application of TQM in Thai
is
organisations very sparse compared with that relating to developed countries
like UK and USA.
Hence the introduction of quality concepts from more developed
countries is essential. In this regard, Prasad et al (1996) have carried out an
81
illuminating comparative benchmarking study of US companies and their
Mexican subsidiary plants. These authors make it clear that some US
companies have consciously employed a dual strategy of moving
manufacturing facilities to developing countries where labour costs are lower,
and then applying advancedquality managementpractices to these plants, in
order to avoid the quality problems suffered by the indigenous manufacturing
industry. According to the benchmarking results described in this article,
which was based on the Malcolm Baldrige award criteria, this strategy has
been successful in achieving competitive quality performance.
A similar processhas also operated in Thailand, and TQM has been
transferred to Thailand from Western developed countries as well as Japan
since the 1970sthrough joint partnershipsor foreign-owned companiesas will
be seenin the casestudiesin chapter7.
3.3.3 Quality awards
At present,Thailand doesnot have a national quality award. However,
a QC Project was set up in 1982 by Technology Promotion Association
(Thailand-Japan)(TPA) to educatepeople on QC idea and method. TPA is a
private organisation established by support from Japan in 1973 to transfer
knowledge and new technology, particularly from Japan, to Thailand. In the
QC project, one of the main activities is a "QC Prize" which is arranged every
year to promote and support the QC activities of various organisations and
provide recognition to thosewho made significant achievements.
82
Furthermore, NSTDA co-operated with TPI to form a project for
setting up a National Quality Award (NQA) for Thailand in 1996. A working
committee was appointed to carry out the tasks required to establish the
criteria of the NQA, the process of assessment to be used and to propose
guidelines to establish a formal NQA in Thailand. The working committee
met many times to brainstorm and to study the quality awards of other
countries such as the US Malcolm Baldrige National Quality Award
(MBNQA), the European Quality Award, the Singapore National Quality
Award as well as the Deming Prize (Japan). After the criteria (which were
based largely on the MBNQA) had been set up, a seminar was organised to
test the criteria by working with participants from Thai industry. The working
committee finished their work in 1997. Unfortunately, Thailand then had to
confront the economic crisis so both NSTDA and TPI could not obtain further
funding to proceed with the project. However, both institutes are waiting for
the appropriate time to launch the NQA for Thailand.
83
3.4 Summary
Before the economic crisis which developed in 1997, Thailand was one
of the `small Asian Tiger' countries which had a rapid economic growth rate.
It had successfully developed a substantial manufacturing industry. During
this fortunate period, the successful Thai economy depended very much on its
manufacturing sector, and Thailand's largest income was from export of
manufactured products. More recently, the Thai economy has stagnated
because of both short-term and more fundamental reasons. The immediate
causes include a large overseas debt burden carried by the private sector, over-
investment in non-productive business, over-valuation of the baht, lack of
transparencyin some bank-and-businessdealings and the subsequentloss of
international confidence in the Thai economy as a whole. The root causesare
the lack of competitivenessand sustainability, as describedabove.
Managementof quality will in the future play a very important role in
Thai manufacturing industry because of both export and domestic market
demands. Due to external pressures, Thai companies increasingly need to
introduce quality management practices. As the global market constantly
becomesmore competitive, while customers in the domestic markets make
increasingly sophisticated demands, quality managementappears as a vital
tools to help Thai manufacturing industry remain competitive in these
turbulent circumstances. The ISO 9000 quality systems standards, TQM and
the NQA for Thailand will be major themes for Thai industry as it embarks on
its journey of quality improvement.
84
Like many other developing countries, Thailand started by exporting
manufactured products which competed on price in the world market due to
low cost labour. Inward investment and various joint venture companies took
advantage of this position. It has now been realised that there is a need to
move forward and embrace more advanced technology and management. It
can be seen, from the discussion in Chapter 2 and from this chapter, that
Thailand has exhibited similar trends and problems to other developing
countries, but it also appears that each country is at a different stage in this
process. Among ASEAN countries (which are Singapore, Malaysia,
Indonesia, the Philippines, Brunei, Vietnam, Cambodia, Myanmar, Laos and
Thailand), it might be concluded that Thailand is in the middle of the spectrum
of development. Singaporeand Malaysia are at the front while all the others
are behind.
_85
The progress of quality management in Thailand Chapter 4
4. The progress of quality management in Thailand
4.1 Introduction
This chapter describesthe progressof quality management,especially
as regards ISO 9000 certification and TQM implementation, in Thailand. As
mentioned in Chapter 3, Quality management is new to Thai industry, but it
has been adopted with great speed in recent years. In order to identify the
current position, trends and attitudes within Thai industry, an exploratory
study was conducted using a survey method in August and September 1996.
The result of this study provides background information about quality
management in Thailand which is useful for the further studies that are
described in the next three chapters (6,7 and 8). This chapter begins with a
description of the questionnaire and survey method. Then the results from
descriptive statistical analysis are provided to describe issues in ISO 9000
implementation and effect of ISO 9000 implementation. TQM issues are
described next in the section on TQM implementation, quality management
tools and TQM progress. The chapter ends with final conclusions drawn from
the survey results.
86
4.2 Questionnaire and survey
A questionnaire was designed and developed from the literature review
on quality issues, especially ISO 9000 and TQM. It was divided into three
sections: company profile, ISO 9000 details and TQM details.
The first section provided general information concerning ownership,
number of employees, capital investment, main area of manufacturing,
percentageof export and level of turnover. The data in this section are usedto
classify the companies into different types. The ISO 9000 details section
provided information on the current status of ISO 9000 in Thailand. It
referred to reasons for pursuing the standards, the scope, the duration, the
obstacles and benefits of ISO 9000. The TQM details section identifies the
knowledge about and the implementation including benefits of TQM in
Thailand as well as quality tools that are applied. The researchercontacted
two companiesand three academicsin Thailand to review and comment on the
clarification of all questions. Then the questionnaire was improved and
revised.
For the survey, one thousandand two hundred modified and improved
questionnaires (appendix 1) were distributed to Thai companies using the
directory of the Industrial Estate Authority of Thailand (1995/1996), the
Profiles of Board of Investment - Promoted Companies and Sectors (1995)
and The Federation of Thai Industries Directory (1995-1995). The companies
covered all types of industry and included 207 companies certified to one of
the ISO 9000 series (at that time). A total of 217 companies replied to the
87
questionnaireswhich made a responserate of 18 per cent. Eighty-six per cent
(187) of the responses were from companies interested in ISO 9000
implementation. Forty-one per cent (88) of the responses were from
companies which were certified. According to NSTDA (1996) which reported
that 207 Thai companies were certified to ISO 9000, the survey therefore
covered43 per cent of ISO 9000 registeredfirms.
As shown in Figure 4-1, the largest proportion of the respondentswas
medium and larger companies. A total of 157 companies (72 per cent) had
turnovers more than one million baht. Electrical and electronic manufacturing
companies were the largest group which responded to the questionnaire as
illustrated in Table 4-1. All of electrical and electronic manufacturing
companies were either certified or were in the process of ISO 9000
implementation.
88
Figure 4-1 Profile of respondents
Fore i gn 47
Ownership
Joint venture 91
Thai 72
no response 37
>100 157
Turnover (Mbaht)
50-100 14
10 to 50 18
<10 9
no response 19
>100 113
Capital investment
50-100 37
(Mbaht)
<50 53
no response 14
Number of employees
>500 91
100-500 90
<100 36
0 50 100 150 200

Number of companies
89
Table 4-1 Number of companies interested in ISO 9000 implementation

by industrial sector
Industrial sector Certified? Not Total
Yes No Interested
Service 1 7 1 9
Textiles 1 2 1 4
Chemical and Petrochemical 15 14 8 37
Metal Manufacturing 7 11 2 20
Electrical and Electronic 38 14 0 52
Cosmetic and 1 1 2 4
Pharmaceutical
Motor Vehicles and 1 13 1 15

Mechanical
Rubber and Plastic 5 17 1 23

Ceramics and Glass 5 1 1 7
Food 5 10 4 19
Others 9 9 9 27
Total 88 99 31 217
4.3 ISO 9000 in Thailand
Many Thai companies were interested in ISO 9000 implementation.
Most (about 86 per cent of the respondents)wanted to implement ISO 9000,
but they were at different stages, as shown in Figure 4-2. The largest group,
more than a third, had been implementing ISO 9000 for between one and three
years. (1 per cent of companiesdid not indicate an implementation period.)
Nearly 14 per cent were not interestedin ISO 9000 for various reasons,such
as a commitment to a different type of quality system (e.g. GMP (Good
90
Manufacturing Practice) which is particularly appropriate for food, cosmetics
and pharmaceutical industries). The other reasons were that they were not yet
ready, not in a position to implement ISO 9000 at present or that their
customers did not require it. The average time which companies spent in
achieving certification was 1.5 years.
Figure 4-2 Progress of ISO 9000 implementation among respondents
40 36
35
30
25
ö 25-
V 20 17
14
15
10 7
5-
0iIIIIIIII
Not interested Planning <1 yr 1-3 yrs
F-1
>3 yrs
Implementation period
The 85 per cent of companiesin Figure 4-2 which were "interested" in
ISO 9000 implementation (i. e. excluding the 14 per cent who were "not
interested") are now analysed further. Figure 4-3 shows that 60 per cent of the
interested respondents were joint venture or foreign owned companies and
only 36 per cent were Thai companies. (Four per cent of companies did not
91
indicate ownership. ) However, the largest proportions of interested companies
(24 per cent) were Thai companies. The potential clearly exists for the
proportion of ISO 9000 certified companies which are Thai-owned to increase,
and this trend is to be anticipated in the next few years.
As in the UK and Europe, ISO 9002 has been implemented in
preference to ISO 9001 and ISO 9003. Most of the respondentshave been
implementing ISO 9002. Only 10 per cent and 0.5 per cent were interestedin
ISO 9001 and ISO 9003 respectively. For joint venture and foreign
companies, the design function (covered by ISO 9001) is often done abroad by
the foreign parent organisations.
The electrical and electronics sector was the most interested in one of
the ISO 9000 series standards. Table 4-1 shows that the largest number of
certified companies belonged to that sector. Certification to one of the ISO
9000 serieshad mostly been achievedby large companieswith more than 500
employees, as shown in Figure 4-4.
92
Figure 4-3 Ownership of the respondents interested in ISO 9000
Figure 4-4 Size of the respondents interested in ISO 9000 implementation
50-
45-
40- 17
Not certified yet
35
ö Certifiedcompanic
311
25 26
20-
e I5 ,; 31
$ 12
0
<100 100-500 >500
Number of employees
93
4.4 The importance and effect of ISO 9000 implementation
The respondents were asked to prioritise reasons which encouraged
them to seek ISO 9000 certification. As Figure 4-5 shows, "Internal
improvement" was the most frequent reasonfor implementing ISO 9000 given
by 45 per cent of respondents. The secondmost frequent reasonwas "Global
competitiveness" (26 per cent). "A good start for TQM" was the most
frequent (27 per cent) secondpriority reason,and "Internal improvement" was
the second most frequent (22 per cent) second priority reason. These
responses seem to indicate that Thai companies had strong internal motives for
seeking ISO 9000 certification. However, after the action research on ISO
9000 implementation, which will be described in the next chapter, was
conducted,it was found that the main initial drivers which persuadedthe five
case-studycompaniesto go for ISO 9000 seriesstandard,appearedto be from
external influences.
Even companies, which had had ISO 9000 certification for a period of
time, had not formally measured the consequent benefits as shown in Figure 4-
7. They `believed' that ISO 9000 had helped to improve their market share,
export market, quality costs or turnover. They were also asked to rank the
benefits of ISO 9000 certification. As shown in Figure 4-6, ISO 9000 was felt
to provide consistency in working procedures, better understanding of
processes and responsibilities, better understanding of the management of
quality, reduced customer complaints, improved team-work and reduced
rejection rates. Almost 50 per cent of the respondents reported that
"Consistency in working procedures" was a very important benefit which they
94
had gained from ISO 9000 certification. The approach which most of them
(59 per cent of the respondents) used was a "Top-down approach". Sixty-two
per cent reported that their management had been fully involved in the process
of implementation. Fifteen per cent of the companies had hired consultants to
help them achieve certification.
The most difficult task for companies was preparing quality and
procedure manuals and implementing "Documentation control" (clause 4.5).
"Corrective and preventive action" (clause 4.14) was also reported to have
been difficult to document and implement.
95
Figure 4-5 Reasons for ISO 9000 certification
45
First priority
Second priority
13
C3 22
02 I+II
9 111 I!
1i4 ýr T
0. 23456
Key:
1. Customer preference
2. Essential for customer
3. Global competitiveness
4. Internal improvement
5. Good start for TQM
6. Other
Figure 4-6 Relative benefits of ISO 9000
48
60-
45-1"' 39 40 39
40
35 29
30 25
,v
$ .D
25 Very important
20 Im portent
y.
15
10
5
0
2 3456
key:
1. Consistency in working procedures
2. Better understanding of process and responsibility
3. Better understanding of management of quality
4. Reduce customer complaint and return of products
5. Reduce rejected rate
6. Good teamwork
96
Figure 4-7 Benefit measurement of ISO 9000
do not know 53
Quality cost
not increase 9
increase 16
no response 22
do not know 57
Turnover
not increase 11
increase 8
no response 24
do not know 51
Export market
not increase 15
increase 10
no response 24
do not know
Market share
not increase 12
increase 10
no response 20
0 10 20 30 40 50 60
%of respondents
97
4.5 Total quality management implementation
After they had achieved ISO 9000 certification, 58 per cent of
companies wanted to continuously improve what they did, which meant that
they were going on to TQM, as shown in Figure 4-8. TQM is a new concept
to Thailand. The TQM guru whose ideas were the most widely adopted was
W. E. Deming. Figure 4-9 shows the TQM gurus favoured by respondents
4.6 Quality management tools
Internal audit, statistical sampling and training the workforce were the
top three quality management tools which respondents used in their
companies. The use of particular tools is summarised in Table 4-1. The total
is over 100 per cent due to multiple responses.
4.7 TQM progress
As shown in Figure 4-10, among the respondents which had been
seeking or had obtained ISO 9000 certification, forty two per cent were not
interested in TQM because they wanted to fine-tune or maintain certification
and eleven per cent were planning to do so. Of those involved in TQM, the
largest proportion (24 per cent) of companies were those which had been using
TQM for less than one year. Seventeen per cent had been involved for
between one and three years, and only six per cent for more than three years.
The impact of TQM on companies was not clearly known, as shown in Figure
4-11, but they reported that they expected TQM to help them improve market
share, export market, quality costs and turnover.
98
Figure 4-8 Activities after certification
Others
no response
6% 13% Maintain
certification
13%
Fine-tune exiting
Contiuously
procedures
improvement
10%
58%
Figure 4-9 TQM gurus
Others
Feigenbaum
22%
Crosby 3%
99
Table 4-2 Quality management tools
Quality management tool per cent

Statistical sampling 63
Statistical process control 54

Quality circles 39
Team building 47
Problem solving techniques 43

Taguchi techniques 8
Internal audits 63
Quality costing 23
QFD 12
Leadership development 47
System optimization 22
Remove barriers 16
Empowering workforce 29
Training workforce 62
Benchmarking 28
Figure 4-10 Progress of TQM implementation
45
42
40-
äX35
ö 30
E 24
25
20 17
15
11
10
6
5
0
Not Interested Planning <1 yr 1-3 yrs >3 yrs
Period of use of TQM
100
Figure 4-11 Benefit measurement of TQM
do not know 61
Quality cost
not increase 6
increase 12
no response 20
do not know 55
Turnover
not increase 10
increase 9
no response 26
do not know 55
Export market
not increase 10
increase 10
no response 25
do not know 59
Market share
not increase 8
increase 13
no response 20
0 10 20 30 40 50 60 70
% of respondents
101
4.8 Summary and conclusions
The survey results describe the progress of quality management,
especially ISO 9000 certification and TQM implementation, in Thai industry.
The ISO 9000 series of quality systems standardshas become more widely
known since 1992. The number of certified companies has tremendously
increasedfrom a very low base. There is an increasing interest in TQM. A
number of companies which have been implementing ISO 9000 based quality
management systems are using it as a basic step to go on to TQM.
Nevertheless, like many other countries in South-East Asia, Thailand
lags behind the most industrially-advanced neighbouring countries such as
Singapore and Malaysia in terms of ISO 9000 certified companies (TPI,
1998). Many of the pioneers in quality managementare foreign-owned or
joint venture companies, but, increasingly, Thai-owned companies are
accepting the challenge of ISO 9000, and looking towards TQM in the future.
It seems that Thai companies have had to urge themselves to become familiar
with quality management,

and ISO 9000 has been one of the tools which they
have found to be an effective way to start.
102
The implementation of ISO 9000 in Thai industry Chapter 5
5. The implementation of ISO 9000 in Thai industry
5.1 Introduction
The results from the survey study described in the previous chapter
provided information on the progress in Thailand of ISO 9000 series of quality
systems standards as well as TQM. After gaining initial information and ideas
from the survey, the author conducted further action research to obtain more
insight into the issues of ISO 9000 implementation in general, and the Thai
in
context particular. This chapter describesthe implementation of ISO 9000
standards in the Thai manufacturing companies which were studied. The
details of the researchprocessas well as the method of analysis are explained,
followed by a general description of implementation procedures in the
investigated companies and also background information on the companies
themselves. The main findings of this investigation, which are the issues of
ISO 9000 implementation in the Thai context, concern the companies'
motivation for pursuing ISO 9000; the implementation process; factors and
obstacles; the impact of the implementation process on organisation; and
future plans. These are explained sequentially and a final conclusion then
summarises the chapter.
103
5.2 Research process and analysis procedures
When the Thai National Science and Technology Development
Agency (NSTDA) launched the "ISO 9000 Consulting Support Project for
Thai Industry" in 1997, the researcher carried out a parallel programme of
action research to examine the process of implementation, and identify generic
issues for Thai industry. The objectives of the NSTDA project were to
encourage Thai industry to be more competitive by conforming to
International standards and to study the process of ISO 9000 implementation
including its impact on Thai companies. Five Thai companies were selected
from the fifteen companies which applied to participate in this project. The
criteria of selectionwere:
1. at least 51% Thai owned;
2. commitment of top management to the project; and
3. small-medium enterprises(SMEs) had selectionpriority.
The project started in April 1997. NSTDA provided consultants to
help the companies in ISO 9000 implementation. The researcher acted as one
of the consultants who assisted them through the implementation process. The
project was expected to last 15 months.
A consulting plan (Appendix 2) was drawn up and distributed to all
participating companies. Consultants made appointments with each company,
visited them from time-to-time to set up and progress implementation of the
quality system according to the appropriate ISO 9000 series standard. The
104
consulting team also conducted various training courses concerning the
requirements of the ISO 9000 series standard and implementation process,
such as an introduction and interpretation of ISO 9000; a documentation
course; an internal quality audit course, etc.
During the consulting process, the data were collected from several
sources. Structured interviews (appendix 3) was carried out with the project
co-ordinator, who was normally the quality management representative
(QMR), and top management if they were available at the first visit to every
companies. While the implementation process was going on and the
consulting teams visited the companies, participant observation, company
documents, and the reports made by consulting team were used as data
collection methodsthrough out the project. At the end of the project when the
participating companieshad quality systemsin place, in-depth interviews were
conductedto acquire additional data.
The grounded theory method is considered suitable for research which
intends to build theory (Easterby-Smith, 1991, Yin, 1994, Gill and Johnson,
1997). This approach seemed appropriate for the data analysis since the
objective of this researchwas to generateexplanationsof the generic issuesof
ISO 9000 implementation for the companiespursuing it. Therefore the data
collected was analysed through the process of coding, categorising and
identifying relationship among the categories (Jones, 1985 and Strauss and
Corbin, 1990). Strauss and Corbin (1990) also suggest that an analytic
procedure can be achieved by questioning and making comparisons. Hence,
the process of analysis was conducted using these main procedures.
105
A three-stepprocedure (Strauss and Corbin, 1990) was employed to
analyse the data. The steps were open coding; axial coding; and selective
coding. It should be noted that although they are separate levels or stages of
coding, the processes are in practice carried out simultaneously, especially at
the stagesof open coding and axial coding.
Open coding
This starts with breaking the data into categories. The researchertries
to find concepts in the data by asking questions such as `what is the major idea
brought out in this sentence or paragraph?'. The process of open coding is as
follows:
1. Conceptualising data;
2. Discovering categories; and
3. Developing categories in terms of their properties and dimensions
Cognitive mapping (Jones, 1985) was used to identify concepts and
tentative relationships between them. Examples of cognitive maps including
categoriesas well as their properties and dimensions which were identified
from the data were shown in Appendix 4.
Axial coding
After the categories and their properties and dimensions were
discovered, axial coding is the process of making connection between a
106
category and its sub-categories by using a `paradigm model' which can be
described as Figure 5-1.
Figure 5-1 Paradigm model (after Strauss and Corbin, 1990)
Causalconditions Phenomenon
Context Intervening conditions
Action/interaction strategies Consequences
In this process, the following techniques were used iteratively to
identify the relationships among categories.
1. The hypothetical relating of subcategories to a category;
2. The verification of thosehypothesisagainstactual data;
3. The continued searchfor the properties of categoriesand subcategories

and the dimensional locations of data;
4. The beginning of exploration of variation in phenomena.
Selectivecoding
This procedurecovers integration of the categoriesto form a grounded
theory, and identifies key relationships between major categories. There are
several steps through which this is done, as follows:
107
1. Explicating the story line and identify the core category;
2. Relating subsidiary categoriesto the core category using the paradigm

model (Figure 5-1);
3. Relating categories at the dimensional level;
4. Validating thoserelationship againstdata;
5. Filling in categories which need refinement/development.
A `temporary hypothesis' was created and tested according to the data
throughout the analysis process. Both inductive and deductive thinking help
to ensure that the theory is grounded (Strauss and Corbin, 1990). These
authors suggest that deductive statements of relationships, suggested possible
properties and their dimensions should be proposed in the coding process and
then verified against data. While using the comparative method, superordinate
concepts were created from bringing together similar categories. Furthermore,
the process of comparison led to ideas about the dimensions and properties of
the category, including its relationship with other categories and including the
differences as well as the similarities between informants' constructions
(Jones, 1985). By following the procedures mentioned above iteratively, the
implementation process was identified as a core category (Figure 5-2). Hence,
the explanation of the ISO 9000 implementation process was then described.
108
5.3 Background of five case companies and the general

implementation process guided by consulting team
The companies which were selected to participate in the project were
from manufacturing industry. For confidentiality, these companies are
identified as company I, II, III, IV and V. Table 5-1 gives outline details of
them. Background information for each company is provided in the following
sections.
Table 5-1 The collaborating companies.
Company Industry type % export Number of Capital Ownership

production Employees Investment
(MB)
I Finished frozen 0 506 40 Thai

food
II Pharmaceutical 0 80 20 Thai
products
III Air conditioner 20 207 30 Joint
venture
(with 23%
Singapore)
IV Heat exchanger 2 250 50 Thai

V Lighting fixture 20 100 15 Thai
and trunk for
cable support
The general implementation process guided by consulting team in
section 5.3.1 is describedbefore the cases(5.3.2-5.3.6) in order to provide an
idea of the general approach that the consulting team used to work with
companies. The specific characteristics found during the implementation
process for particular companies are explained afterwards.
109
Figure 5-2 Framework of ISO 9000 implementation
110
5.3.1 General implementation process guided by consulting team
In general the implementation process was similar among the
companies due to the consultant's usual approach, illustrated as a flow
diagram in Figure 5-3. However, each company had their own particular
characteristics and style of working, which led to some differentiation of the
implementation process among the companies. Table 5-2 shows some
differential features of implementation among the five cases. At the start of
the project, executive management, normally top management and the quality
management representative (QMR) as well as quality team members, were
provided with a training course giving an overview of the ISO 9000 series of
quality systems standards and its requirements, including broad sense of the
implementation process as well as methods of preparation and their
responsibilities. At this stage, the top management and QMR were
interviewed to obtain background information about their companies, the
current quality system, the reasons (drivers) that made them decided to pursue
ISO 9000, the obstacles they anticipated and how much they and their people
knew about ISO 9000. They were asked to establish a steering committee
which consisted of the executive management and was chaired by top
management, and also to set up a working committee which contained
representatives of every department involved with the ISO 9000 project. The
first task of the steering committee was to establish a quality policy if they had
not had one previously. In fact at the project start none of the companies had
an explicit documented quality policy.
111
Figure 5-3 General implementation process guided by consulting team
Training top
management, QMR
and team
Set up Steering Steeringcommittee

committee and establishes
Working team Quality Policy
Baseline Evaluation
Establish
Action Plan
Write Train Implement

Documents needed Personnel documents
Conduct
Internal Quality
Audit
Correction Action
Registration
Corrective Action Pre-assessment
Audit
112
Table 5-2 Some observations of implementation process in case study
Company Drives Expected Speed Continuity Duration

obstacles (months)
I Policy from top People problems Fast Continual 10

management (lack of training,
low education
Expand market level)
Internal Routine work
improvement
occupies time of
(lack of problem implementation
traceability)
II Seek reputation Lack of Medium Continual 16
manpower
Seek support from
government Full capacity of
operation
III Seek reputation Change company Fast Interrupted 17

culture
Seek new
knowledge for Establishing
management documentation
system system
Want to conform
to international
standard
IV Customer pressure Establishing Slow Continual 19
documentation
Expand market
system
share
Changecompany
Internal
culture
improvement
(there were no Low educational
clear work level - middle
standards) management
V Expand market Establish Slow Interrupted 20

share documentation
system
Competitorsstart
ISO 9000 Low educational
implementation level - middle
management
Internal
improvement
(Seek the system
to help
management)
113
The consulting team together with the researcherconducteda baseline
evaluation in each company during April 1997. They audited the companies
against the ISO 9002 standard. Baseline evaluation reports (for example see
appendix 5) were produced and reported back to each company. No company
was close to compliance with the requirements of the ISO 9002 standard.
After the results from the baseline audit, the consulting team started
working with the collaborating companiesby visiting them, establishingaction
plans for particular companies. In the first visit after the baseline audit reports
were submitted to the companies, the consulting team had meeting and worked
with the QMR including quality team members to draw up the companies' key
business processes, as a macro flowchart and assign responsibilities to
membersaccordingto their functions.
The companieswere required to send their working team to attend a
workshop on the interpretation of ISO 9000 course and documentationcourse
in order to understand the requirements of ISO 9002 and how to establish
formal documentation system for their companies. They were left alone for
one month to write their own documents according to the existing systems but
now including the ISO 9002 compliancerequirements.
The next step was to evaluate the documentsthey had prepared,as to
whether they met the requirementsof ISO 9002 standard. The documentation
system which the companies established generally had 4 tiers (Figure 5-4):
quality manual; procedures; work instructions; and supporting documents such
as forms, records etc. Meanwhile, it was suggested to the companies that they
114
implement the documentedproceduresand work instructions they had written
to ensure their applicability. The documentation process was an extended and
tedious process for all companies since most of them were not familiar with
working from formal documents. This step of getting document prepared and
training staff on the procedures and work instructions they needed to use
lasted more than two third of the project duration. However, the speedof the
implementation processvaried with companiesas shown in Table 5-1. The
details are provided in eachcompanycaseanalysis.
Figure 5-4 Documentation structure in the companies
QM
Procedures
Work instructions
Supporting documents
None of the investigated companies had ever had an internal quality
audit system. Even though the companiesdid not have the system in place,
the consulting team trained staff, appointed by management,to be internal
quality auditors for their companies after an initial quality auditing training
course. This allowed the companies to measure their progress on the
documentation and implementation process by themselves and also to
continuously monitor their quality system as required by the ISO 9000
standard (clause 4.17). Besides the training course, an internal quality audit
115
was planned and carried out by the consulting team with the companies' staff
as trainees. This process was not very difficult for them, albeit they needed
some time to practice.
The QMR, working team and NSTDA consulting team worked
together closely during the long process of implementation. NSTDA team
visited companiesfrom time-to-times, as well as contacting them regularly by
were carried out by another team of NSTDA staff

phone. The pre-assessment
(not the consulting team who helped the companies establish quality system)
after the companies had quality system in place according to the ISO 9002
standard. After obtaining the audit reports on non-compliance, the NSTDA
consulting team and the companyworking team worked together to undertake
corrective action on every non-compliance found by the audit team. Finally,
the companies contacted their chosen registration body and applied for the
registration audit. An individual assessmentof eachcompany follows.
5.3.2 Company
Company I is a medium-size finished frozen food manufacturer with
approximately 500 employees. It is also a wholly-owned subsidiary company
of one of the biggest groups of companiesin Thailand. It was establishedin
1988. Its production capacity is 4,000 ton/year.
It has two types of customer. The major customers are the superstores
which are owned by the same mother company. The others are general
customersmost of which are storeslocated in petrol stations.
116
An organisation chart of company I is shown in Figure 5-5. Top
management is called `General Manager (GM)' in the quality manual.
However, the Managing Director (MD) who is appointed by the central head
office to look after this factory and other similar ones, is in charge of the
factory overall. He comesto the factory twice a week. He initiated ISO 9000
project primarily so as to have a traceable system to trace back all problems
which occur, and to be more competitive in the future market. He did not get
involved in process implementation details of ISO 9000. Neither did the GM,
although they were both supportive and always available to help solve
problems when the QMR encountered difficulties. The steering committee
and working group consistedof the managersfrom every departmentchaired
by the GM. The work on the documentationand implementation processwas
done by this group.
The working group was very active, since the MD had a very explicit
policy to achieve ISO 9002 registration within 1997. The working team
worked very hard in documenting the quality manual, developing all
procedures including work instructions within 6 months. After the internal
quality auditors were trained, they practisedand conductedthe audits on their
own to ensure that the quality system met the requirements of ISO 9000
standards.
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The NSTDA pre-assessment team conducted the audit at this facility
after 10 months of the project. They found a number of non-compliances
(NCs). The QMR and working team immediately corrected all the NCs. The
company was certified in February 1998, ahead of the project plan and thus
became the first company in the project to achieve ISO 9002 registration.
5.3.3 Company II
Company II is a pharmaceutical manufacturer. They are a small
company with only 80 employees. All the management are pharmacists, and
this company was established ten years ago by a group of pharmacists. They
did not have formal management system to run their business. The working
environment was very friendly and all the members of the company, particular
at management level, are friends. Figure 5-6 shows the organisation chart of
the company.
This company joined the NSTDA support project because they sought
support from government. They did not intend to implement ISO 9000 at first
since they already had GMP (Good Manufacturing Practice) as required by the
Thai FDA. They would not have attempted ISO 9000 implementation unless
NSTDA had launched the project. Moreover, they did not have enough
knowledge about ISO 9000 and the required budget etc., to hire a consultant.
Even though they did not initiate the project by themselves, but they were very
co-operative and active in working with NSTDA consultants. The MD of the
company attended every training course as well as participating in all the
119
meetingswith consultantsand worked very closely with the QMR and quality
team.
The process of documentation was difficult for them even though they
already had standard operating procedures (SOPs) which are required by
GMP. They spent almost a year getting all the documents done since the
working team discussedwidely and slowly to come to a consensusfor each
procedure. Routine work also caused the implementation process to slow.
The MD then decided to establisha quality assurancedepartmentto bring the
document centre and quality control section (QC) together. The company had
difficulty in interpretation of the requirements of ISO 9000. They tried to
make their proceduresperfect, but afterward they found out that they could not
implement them and they needed to revise and make their procedures
implementable. The MD delegatedthe training and implementation processto
each departmental manager. This strategy did not work because of the
workload on the departmental managers. Hence, the document centre played
very important role in co-operating with the lower level staff such as
supervisors and line operators in terms of training and clarification of the
points that they did not understand.
This company progressed as planned by NSTDA consulting team.
They were pre-assessed in early July 1998. An audit team from the registrar
conducted the audit in this company in November 1998. They identified a
number of NCs. After the working team corrected those NCs, finally they
were certified in late April 1999.
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5.3.4 Company III
Although it is actually a joint-venture company, in many ways
Company III represents a typical family business in Thailand. The Managing
Director is part-owner who shares this air-conditioning manufacturing
business with a Singapore associate. All functions need his authorisation.
Every problem and anything which needsa decision must be referred to him.
The QC function was not effective, and when the consulting team did the
baseline evaluation they discovered that there were only 2 inspectors in the
whole factory. They were also told that in peak season when there were high
orders from customers these two inspectors would help on the production line,
and then did not inspect products at all. However, this company was doing
quite well in the air conditioner business. They act as supplier to many big-
brand air conditioning companies in Thailand, and plan to have their own
brand in the future.
The management team was active and worked well as a team.
However their progress was very slow in the first half period of the ISO
project because they had urgent production contracts. This stopped all work
on the documentationof proceduresfor three months. They then establisheda
QA department (Figure 5-7) and the manager of this department was
appointed QMR to lead the ISO 9000 project. They also recruited several
young engineers to work in production, QA and engineering departments, to
supply more manpower and help set up the system.
122
Progressstagnatedagain in March and April 1998 becauseit was early
summer and customers' demand for air conditioners had to be met. They
started again in May and this time progress was fully satisfactory. The pre-
assessment was conducted in August 1998, and they were finally certified to
ISO 9002 by the registration body in late September 1998.
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5.3.5 Company IV
Company IV manufactures the heat exchangers which are a vital
component in air conditioning systems. This company had been interested in
ISO 9000 for more than a year. The top manager attended an ISO 9000
introduction course. He then sent his departmental-levelmanagementstaff to
be trained in the ISO 9000 series of quality systems standards. In-house
training coursesfocusing on the requirementsand implementation processof
ISO 9000 were organisedin order to provide general knowledge of ISO 9000
to middle management in the company.
Documentation was very long process for this company - they took
more than 12 months to get all the systems documents prepared and
implemented. Conflicts among management staff often occurred during the
consulting process. The engineering departmental manager (in Figure 5-8)
was appointedto be QMR since the QC section was part of his responsibility.
The departmentalmanagerswere trained to be internal quality auditors for the
company. They did not find the audit process easy. However the Company
IV was pre-assessed by the NSTDA audit team in October 1998 and
successfullycertified in December 1998.
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5.3.6 Company V
Company V is family business rather like Company III, producing
lighting fixtures and trunking for cable support. The company has been driven
by four young businessmen. The rest of the managers have been promoted
from technical and skilled worker levels. Hence the middle management
level, shown in the organisation chart in Figure 5-9, tend to have low
educational levels. The company had neither a formal managementsystem
nor a quality assurancesystem. They performed no incoming inspection or in-
process inspection, although they did have final inspection to check all the
finished products. The factory is located in a very limited area which made it
very difficult to arrangegood storageof raw materials or finished products.
Owing to questions from their customersabout the quality system in
use in the company, the ISO 9000 series of quality systems standardscame
into their mind. They contacteda private consulting company which proposed
a consultancypackagecosting close to a million baht. The company could not
afford such expenditure at that time. NSTDA support project was a good
choice for them since it cost them only a quarter of the commercial rate.
The documentation and implementation processes were extremely
slow in this company. It had never had a formal quality system before, and
there were only four directors who could follow all the training materials and
consulting team's suggestion. Moreover, they have two main categories of
product which are required the company to document the manufacturing
processes separately. The production managers of both lighting and trunking
127
departmentswere very slow to develop the documentationalthough they were
technically very competent at producing their products.
The company was well behind the schedule set by the NSTDA
consulting team. After some initial unsuccessful work, three quality teams
were set up which consisted of representativesfrom various departments.
Each team was led by one of the divisional directors. These cross-functional
teams developed a more effective strategy to document and implement the
ISO 9000 requirements. In November 1998, the NSTDA pre-assessment team
conducted the audit. Corrective action had been taken and the company was
finally certified in February 1999.
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5.4 Drives for pursuing ISO 9000
As shown in Table 5-2, the requirement for ISO 9000 implementation
in Thai companies arises from both external and internal sources. A study
from the Thailand Productivity Institute (TPI, 1998) and the survey results
from this researchpresented in Chapter 4 both concluded that the primary
motives which persuadecompaniesto go for ISO 9000 seriesstandardsare the
need to improve organisation and work systems;to enhancecompetitiveness;
and to pave the way for quality improvement and TQM. It should be noted
that the companies responded to these surveys after they had the quality
system in place. In this study, which is based on action research, initially,
even the managementlevels of the companiesconcernedhad little knowledge
about ISO 9000, they saw the standardas a tool to expand market share and
get a better reputation. However, after they had been implementing an ISO
9000 system for some time they realised the potential and sought ways to
obtain the most benefit from the standard.
5.4.1 External drivers
For the companies studied, the main initial drivers were external
influences.As mentionedbefore, ISO 9000 seriesof quality systemsstandards
has been adopted as a Thai national standard since 1990, and has become well
known among Thai manufacturers. However, at first the companies knew of
the ISO 9000 standardsmostly as a `reputablemark' which could help them
get into new markets as well as gain more competitive advantage over their
competitors. As described in Chapter 4, the companies which need the
130
certification becauseof their customers' demandtended to have gone through
the implementation process at the early stage after ISO 9000 quality systems
standards was adopted in Thailand. Typically, if the companies are not
exporters, they were not forced by their customers to get ISO 9000
registration. Although ISO 9000 has been Thai national standardfor almost a
decade, its chain effect has not reached local manufacturers yet. Most
customersdo not demandISO 9000 registration even though customerswhich
have been certified might start to encouragetheir suppliers to have some kind
of formal quality system.
After ISO 9000 became the Thai national standard, government
institutes such as Thai Industrial StandardsInstitute (TISI) launched a quality
campaign to make people more aware of the importance of quality. Thai
companieswere convinced by the government campaign that ISO 9000 is a
quality systems standardswhich could help them be more competitive and
stay in business. The support project provided by NSTDA is also one of
factors that motivated Thai companies to go for ISO 9000 in spite of the fact
that they may have known very little about it. But after implementing the
system, many companies realised that they had gained more benefits than they
expected. This illustrates how government promotion and support can play an
important role to help local industry pursue ISO 9000 in developing countries.
5.4.2 Internal drivers
The companies' internal need for a formal quality system is also a
driving force for them to implement ISO 9000 standards. Most have suffered
131
from various quality problems such as delivery of incorrect products, recurrent
and persistent quality loss, and non-conformance, no work standards, etc.
These internal problems are one of the main reasons for the introduction of a
quality management system. Some companies identify this need after they
have been implementing an ISO 9000 quality system for some time. The
standard and its requirements can uncover problems which they did not
recognise before.
5.5 Implementation process
As described in section 5.3.1, the implementation process in general
consists of the six main steps of training, documentation, implementation,
internal quality audit, corrective action and registration audit. This section
explains how the implementationprocessprogressedunder various conditions.
In particular the speed of the process and the progression style. These are
shown in Figure 5-10.
Figure 5-10 Progression speed and style of ISO 9000 implementation
Progression Style
Fast- Fast-
Progression continual intermittent
Speed
Slow- Slow-
continual intermittent
132
Following the iterative three-step procedure of grounded theory
described in Section 5.2, cognitive mapping (see Appendix 4) was used to
identify categories and tentative relationships between them. To form these
connections between categories, the paradigm model (Figure 5-1) was used,
resulting in the framework of ISO 9000 implementation shown in Figure 5-2.
The ISO 9000 implementation process was identified as the core category,
becauseit representsthe primary phenomenon(i. e. what actually happened).
The properties and dimensions of each category emerged from the data in
cognitive maps and the descriptive data described in section 5.3.1-5.3.6.
There are several possible properties of the implementation process
which might be identified as significant. These include the success in
achieving ISO 9000 registration, excellence of the approach used, the
efficiency of the documentationdeveloped,etc. All the case study companies
successfully achieved the ISO 9000 certification Many of these properties
were effectively held constant in this study, through the use of the same
implementation approach administered by the same consultancy team in each
collaborating company (i. e. the same advice on documentation, etc.). The
basic loop of internal audit and corrective action (Figure 5-3) was the same in
all companies. Hence, variations in the implementation process were
considered to result primarily from differences in the company responses
rather than from differencesin the consultancyprocess.
To develop a theory, it is necessary to identify significant properties of
the core category which are sufficiently simple to be understandable, perhaps
133
even measurable. The actual stepsof the implementation process(Figure 5-3)
and the timeframe identified in the consulting plan (Appendix 2) were used as
criteria to measure how well the five companies progressed. Initially, the
companies were expected to follow the plan exactly. It soon became obvious
that speed and progression style were different between the five companies.
Although the consulting team used the sameapproachto work with all
participating companies, these companies progresseddifferently in terms of
speed and continuity of progress, as individually described in Section 5.3.2-
5.3.6. Some companies were proactive and able to take further steps in
implementation without waiting for the consultants' visit while others had
difficulty and needed more consultancy time. It was also clearly observed that
some companies had to stop working on the ISO 9000 project for various
business reasonswhile some others were able to progress continually. (It
should be noted that the implementation process was carried out during a
seriousfinancial and businesscrisis in the Thai economy.)
The speed and progression style were next classified by dimensional
level. The dimensions of speed ranged from `slow' to `fast' and those for
progression style were characterised from `continual' to ìntermittent'. Hence,
four types of ISO 9000 implementation process were identified. These are
fast-continual, slow-continual, fast-intermittent and slow-intermittent
implementationprocesses.Theseimplementationtypes are describedbelow.
134
5.5.1 Fast-continual implementation
The implementation process in this type progresses well. The
company normally has very strong teamwork. Team members operate at high
management levels and have enough authority to ensure progress of the
project, and generally are departmentalmanagersor secondlevel management
who report directly to top management. They tend to be highly committed to
the project. There is little conflict between team members, if they have
disagreementsthey try to resolve them by discussion, and make decisions
without delay. They put top priority on the project. Although they continue to
do their routine work which must be finished in time - for example products
must be delivered every day - they are willing to work in the evening or
weekendsto prepare documentation and accomplish their goal according to
their plan.
A QMR will be appointed by top management to be responsible for
establishingand maintaining the quality system. The QMR will be very active
and knowledgeable about the company systems as well as ISO 9000
requirements. He/she is the quality champion of the company and acts as an
internal consultant to help other team members. He/she works closely with
professional consultant, if they have hired one. The QMR can be anyone
operating at management level, even though the QA manager is normally
appointed.
Top management in this implementation type has an explicit plan and a
strong determination to achieve targets. He/she gives strong policy guidance
135
to the working team to achieve registration in the planned time frame. Even
though he/she does not get involved in the detail of the implementation
process, but is very supportive and available to help the team at all times when
they struggle with problems.
Normally, the company in this type set up their quality system in a
short time. On one hand, they achieve their goal quickly, but on the other
hand their systemmay still needto be improved. There may still be problems
occurring, for example the operators do not follow their work instructions due
to lack of understanding of the new system. But after the system has been in
place for a period of time and the workers have gone through an audit process
a few times, they will understandthe system requirements. Then the quality
systemcan be effectively maintained.
5.5.2 Slow-continual implementation
A company which belongs to this category will spend a long time to
set up their ISO 9000 quality system, but without significant interruption. The
team members work together to progress the project slowly but continuously.
The team membersmay typically discusswidely and freely until they have a
consensus, which sometimes take several meetings. The loop of
documentation,training, implementation, internal quality audit and corrective
action (in Figure 5-3) may be repeatedmany times in order to ensurethat the
established system works. Conflicts among the working team are one of the
factors which tend to slow the implementationprocess.
136
The QMR is at the heart of the project becausehe/sheneedsto lead the
team which is setting up the quality system. Where relative equality of status
or position exists between working team members, it is sometimes difficult to
avoid conflict and subsequent delays. The QMR may need to seek help from
top management to solve this kind of problem. In other cases the QMR holds
a senior management position but delegates the organisation of the
development work to an assistant. Sometimes the assistant does not have the
authority to push other team membersto work as planned. However, this type
of companywill finally achievetheir goal even though perhapslater than they
planned.
5.5.3 Fast-intermittent implementation
The progress of the implementation process in this type of
implementation is often interrupted by other work, such as urgent production,
ad hoc projects, etc. Although the spirit of teamwork is high and the company
is committed to the ISO 9000 project, the core business comes first. They may
need to stop ISO 9000 work - sometimes for 1 or 2 months - to put all
available manpower onto another more important project. Typically the
working team consists of high level management (probably departmental
managers) who have full authority to progress the implementation process
within their areas. After they return to work on ISO 9000 project, they will
make rapid progress. In this style it was observed that, lower management
level may be less involved in documentation of procedures and work
instructions. They are trained to work according to their work instructions,
137
which means that the workforce does not take such an active development role
but rather a receptive role in the system.
When progress is rapid, it implies that the working team led by the
QMR is co-operative and works together closely. The QMR plays a very
important role to facilitate team working, probably with the assistance of a
professional consultant. Top management will also be constructively involved
in the project providing support and resources.
Despite interruptions to the implementation process this type of
company eventually accomplishes their aims and gets ISO 9000 registration.
5.5.4 Slow-intermittent implementation
There are many obstacles in the implementation process in this style of
implementation. The progress is always slow but also stagnates from time-to-
time. Here the working team typically consists of middle managers, who
although officially departmental managers do not have full working authority.
The real decision-making power is in the hands of higher management levels.
In such a company in Thailand, which is frequently family-owned, such
middle management may well have been promoted from supervisory levels,
and may be of limited intellectual calibre and educational achievement. They
typically have little knowledge of management issues, and learn slowly. They
spend very long periods of time just learning about management systems and
ISO 9000 requirements, not to mention the documentation and implementation
process.
138
With such a team there may be a gap betweenthe QMR and the others
in terms of knowledge, education and authority. Team members will be
reluctant to take initiatives to plan and help progress the project, acting as
`followers' only. Therefore it is quite difficult for the QMR and top
management to encourage them to work effectively. They spend long period
of time trying to solve problems and train their working team. And because
the project dependsentirely on the QMR, when he/sheis unavailable, perhaps
working on other business,

no progressis made.
However, as the case studies show, even in this type of company, a
quality system according to ISO requirements may ultimately be set up and
company achieves success in the registration audit.
5.6 Implementation factors and obstacles
There is no universal implementation process plan that is right for
every company. The plan of each company uniquely reflects its choice of
target registration date, its initial state of compliance with the ISO 9000
standards, and the resources it has available for the project (Huyink, 1994).
However it might be expectedthat Thai companiesimplementing ISO
9000 would face some common obstacles. The TPI study (TPI, 1998)
reported from their survey that the most common difficulties encounteredby
Thai companies were ìnterpretation of ISO 9000 requirements;
documentation system; commitment of management; co-operation from
workforce and change of working procedure'. The longitudinal case studies
139
described in this thesis provide more insight into the obstacles faced by the
investigated companies. The general implementation factors are identified
from the case studies and then the explanation of the obstacles in a Thai
context is described.
5.6.1 Teamwork
As will be understood from the preceding sections of this chapter,
teamwork is the most important factor in implementing ISO 9000 quality
systems. Since the ISO 9000 standards imply a need for communication and
therefore teamwork (Merrill, 1996), the implementation process depends very
much on this factor. As described in 5.5, the effectiveness of teamwork
notably influences the speed of the implementation process. It can be
concludedthat the human elementsinvolved in an ISO 9000 quality systems
development project are as important as the technical elements (Huyink,
1994).
5.6.2 Top management
The project can never be successful unless there is support and
commitment from top management. Unlike TQM implementation, in which
top managementneeds to be intimately involved and drive the project, top
does
management not really need to get involved in details for an ISO 9000
implementationprocess. They need not know or understandall of the details
of ISO 9000 requirements. However, they must show leadership and
commitment to the project, being supportive and available to help their people
if required.
140
5.6.3 Workforce
The workforce may get involved in documentationprocessbut in these
5 case studies they were responsive rather than active. In each case they
operated according to work instructions that the working team or their superior
prepared, since they were not able to write their own documents due to low
educational levels. Resistance from the workforce can inhibit progress of the
implementation process. Fear of change is often found in the workforce, the
management should understand this factor and communicate with their
employeesto resolve any misunderstandingsthey may have.
`The ISO 9000 registration project is not just writing a quality

manual, authoring a pile of procedures, and carrying out a list
of technical tasks. It is also working with people. ' (Huyink,
1994)
5.6.4 External influences
External influences can help or hinder the project. For example, the
Thai financial and economic collapse started in July 1997 while the
investigated companies were implementing ISO 9000. The consequences
spread quickly throughout the commercial and industrial sectors. The case-
study companies were effected both positively and negatively. In some
companies, they acted to ensure survival first by seeking more customers, and
moving to short time working to reduce cost. Hence the ISO 9000 projects
tended to stagnate until the companies were stable. Fortunately, all five
companies were not seriously affected by the national economic failure. On
the contrary, this affected the motivation of all employees to work as a team,
141
and helped them realise the importance of the quality system standardthey
were implementing.
5.6.5 Thai companies - Language difficulty and interpretation
As reported by the TPI (1998) study, the interpretation of ISO 9000
requirementsis one of the problems Thai companies face. This problem is
also reported by several studies (Carlsson and Carlsson, 1996) even in English
speaking country such as USA (Alcorn, 1995) and Australia (Brown and
Wiele, 1995). In all the case studies it was discovered that the interpretation
of ISO 9000 requirementsis a major problem the companiesencounter. This
is not only becauseof the difficulty of interpretation by itself but also because
the standardused is in the English language. Although adopted as a Thai
National Standard,the ISO 9000 seriesstandardshave not been translatedinto
the Thai language. As regardsthe case-studycompanies,the problem was not
reduced as a key NSTDA consultant involved with the project was a US
citizen who did not speak Thai. In general the language issue causessome
difficulty to practitioners and industrialists who normally prefer to use their
mother tongue. Many educatedThai in businesshave some ability in written
and conversational English but not sufficient to understand the standards
clearly. This has led to strong demand for good consultancy serviceswhich
can help companies interpret the standards and also provide them with quality
expertise
management and knowledge.
142
5.6.6 Thai Infrastructure
Unfortunately, since quality managementas well as ISO 9000 quality
systems standardsare both relatively new issues in Thailand, there are few
competent professional consultants. It is expensive to hire one to help a
company establish its quality system.
Another important obstacle the companies encounter is the support
system of calibration for measurement and inspection instruments, as required
by ISO 9000 standards. It is a national problem for Thailand that it lacks
comprehensive support systems for calibration (Sripaipan, 1994). There are
fewer than 10 calibration laboratories to provide traceable calibration service
in Thailand, and the coverage of all possible requirements is not complete.
Therefore companiessometimesneed to sendtheir equipment to be calibrated
abroad. It costs a large amount of money and also takes a lot of time.
5.7 Impact of implementation process on company organisation
After the companies have been through the implementation process,
not only the system but also other elements of management and organisation
will have been changed. Kehoe (1996) points out that ISO 9000 has its major
impact on organisations which are in the early stage of quality development,
and especially it has had a significant affect on SMEs which are not
necessarily seeking world-class status. In fact, it is often quite difficult to
determine the entire scope of the impact of ISO 9000 implementation on
companies since the system has only just been set up. However, the changes
143
in organisation which occurred gradually during the project were observed.
The reversed cause-effect diagram in Figure 5-11 demonstrates the observed
impact of ISO 9000 implementation on the organisation. Four aspects of
impact which are induced by ISO 9000 implementation process are identified.
Theseare structural,process,cultural and managementchange.
144
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5.7.1 Structural change
As at the beginning of the project, most of the case-studycompanies
did not have a formal documentation system, ISO 9000 has provided a very
useful general guide for them to start working with formal systems. They now
have a quality manual which describesthe quality system of their companies
and refers to documentedproceduresand work instructions in the system. All
the documentsprovide good guidelines for operatorsto perform their specified
job effectively.
ÌSO 9000 provides a strong measure of confidence that the

firm has a systematic process to deliver on its contractual
promises. ISO 9000 documents what is expected, makes
indoctrination and training more useful, and serves as a
knowledge-transfer tool within the existing and expanding
work force of your firm. ISO 9000 verifies that what is
intended really happens....consistently! ' (Hayden, 1996)
Since the companies did not realise the importance of calibration
before, clause 4.11 (Control of inspection, measuring and test equipment)
shows them the importance of this area. Typically they did not identify and
had no control system to calibrate or recall equipment which needed to be re-
calibrated. If they did, it was not traceable to established national or
international standards. Hence, ISO 9000 has brought calibration systems
which are very important in manufacturing industry into their normal
operation.
Some of the companiesdid not previously have a quality assurance
department, although all had an inspection or test function. The ISO 9000
146
quality standardsdo not actually require companiesto have such a department,
but the companies themselves realised that they should have a responsible
department to plan and maintain their quality system. Clause 4.2 (Quality
System) implies this change.
Job descriptions in organisation were normally revised and therefore
becamemore clear to everyone in the companies. The middle management
becamemore aware of the skill or competenceof operatorswhen they wanted
to allocate tasks work. Hence the operators will be provided with training
before they are allocated a new job.
Some companies reviewed and then revised their organisation
structure when they started implementing an ISO 9000 series quality system.
Somedepartmentswere mergedwith other and some were split. The QMR is
a new position but usually held by a manager who already has the main
responsibility for quality.
5.7.2 Cultural change
Quality awareness among employees has been raised due to the ISO
9000 climate since the project started. After top management announced
companiesquality policy, all employeesare required to know, understandand
implement it through their work position (clause 4.1). Moreover, the internal
quality audit (clause 4.17) is conducted at appropriate time intervals as
required by ISO 9000 standards. The workforce of companies has a reduced
fear of change (the `progressive workforce') in such an organisation because
147
they have gone through the processof ISO 9000 implementation and are now
used to change.
Working as a team is at the heart of the implementation process, and
after the companies has successfully been certified according to ISO 9000
standard,this helps teamwork to become the spirit in the company. Also as
the companies provide considerable training to and must interact with
employees to educate and communicate with them on ISO 9000, the
management then discover that they have better communication with their
workforce.
ISO 9000 quality systems standards also helps to induce a good
working environment because the companies find that poor housekeeping
and unsafe working practices are exposed for what they are when a more
effective approach is taken to systems, product, non-conformance, etc. as
required by the standards.
5.7.3 Management change
ISO 9000 evokes changes in management in the organisation. The
now
management holds management review meeting at regular interval time
to ensurethe effectivenessof their quality systemrequired by clause4.1.3. In
fact, management did have meetings before they implemented ISO 9000, but
these were informal and they did not explicitly discuss or review quality
issues. The companies have now identified various quality measuring indices,
such as reject rate, % rework-repair, etc. The departmental managers now
come to management review meetings with their performance reports in
148
order to demonstrate the efficiency and effectiveness of their department,
discuss problems and brainstorm to find solutions. Internal quality audit
(IQA, clause 4.17) is also one of the new systems required by ISO 9000. It
helps management level follow up all of the problems which have occurred in
the system. As the IQA report is objective and it is conducted by independent
internal auditors appointed by top management or the QMR, it is the
opportunity for a particular department which is audited to improve their
work.
As mentioned in section 5.7.1, the companies have set up formal
documentation systems which are helpful, but on the other hand, as their
system become more complex, they become less flexible and therefore
bureaucracy can be a problem. However, they do not view it as
disadvantage,the systemis set up by them so as to help them work effectively.
They now have sufficient knowledge to deal with quality system and are able
to changeif required.
After they have implemented their ISO 9000 quality system,
companies will have job descriptions, documented procedures and work
instructions which provide guidelines for operators. All of these help reduce
conflict among management in work since they have standard working
proceduresto refer to.
5.7.4 Process change
Four out of five companies in this study changed their business
processesafter they implementedISO 9000. There were no major changesin
149
terms of workflow to produce their products or in technical issues,however,
the companies reviewed their business processes and make some changes in
terms of administration. Some companies which never had quality assurance
department established one and therefore this department became responsible
for quality planning. The companies which used to receive customer orders
through the production manager or engineering manager have changed this
processto route orders through marketing or sale departments. And because
they have set up the system according to the requirementsof ISO 9000, now
they can trace back the problems occurred in their organisation and ensure
that the responsible or concerned department take corrective action (clause
4.14) and management level must follow up until the problems have been
resolved.
5.8 Future plan
After the case-study companies had successfully set up their ISO 9002
system, they all now looked forward to new challenges. They have become
more confident to move forward towards more advanced programmes or
approaches. Either ISO 9001 or the environmental standard (ISO 14000)
could be the next choice. Some companiesstartedto look at the possibility of
continuous improvement programme or TQM. It was recognised that the
current ISO 9000 series of quality systems standardsin itself did not provide
for procedures to improve quality. But it does articulate good quality practices
that are an essentialfoundation for building continuous quality improvement
capabilities. (Peach, 1996 and Hayden, 1996)
150
Some companies were aware that they needed more involvement of
shop-floor operators. They began to think about QCC and 5S, and some
considered that had they started with those basic people-oriented quality
improvement tools, they would have achieved better results with their ISO
9000 implementation.
5.9 Summary and conclusions
This chapter has presented the results of a qualitative analysis based on
five case studies of the implementation of the ISO 9000 series of quality
systems standards. The driving forces which encourage Thai industry to
pursue ISO 9000 come from both external and internal influences. They are
first persuaded by external influences, such as customers and markets, but
after they learn more about the system and its internal benefits, they gain
motivation to establish an effective system. Apart from the well-known
international acceptance of the standards, incentive and support from
government are the main drivers for companies to pursue ISO 9000.
Owing to their initial low level of quality-related knowledge, many
Thai companies need help from consultants. Teams which involve the right
levels of management plays a very important role in the implementation
process. Top management is also important in terms of leadership and
support. Working with documentation is one of the problems in ISO 9000
implementation for Thai companies, especially SMEs. If the companies which
are implementing ISO 9000 quality systems go through the process of
implementation conscientiously, their organisational culture is gradually
151
changed because an effective implementation process requires the
involvement of employees and an improvement of their understanding of
quality. The impact of the implementation process on organisation is
demonstrated through a reversed cause-effect diagram which identifies
structural, cultural, management and process change. Finally after companies
have the ISO 9000 series quality, their knowledge and competence are
improved and they are likely to wish to progress on their quality journey in
,
one way or another.
152
The adoption of TQM in Thai industry Chapter 6
6. The adoption of TQM in Thai industry
6.1 Introduction
It has been accepted worldwide that one of the key factors for
companies to be successful in the global market is quality. As described in
chapter 2, in developed countries such as the UK, USA and Japan, TQM has
been a topical issue for many years in all business sectors, particularly
manufacturing industry. However, in a developing country like Thailand,
even though it has successfully developed substantial manufacturing industry
in the last few decades,TQM has made little impact. The results of the survey
in chapter 5 indicated that the main emphasis in recent years has been on ISO
9000 series implementation. Only a few companies have developed a TQM
approach. With the exception of a handful of large Thai-owned groups,TQM
has been adopted primarily by foreign-owned companies within the
electronicssector.
As a TQM philosophy takes a broader approachthan ISO 9000, and its
implementation can be achieved in various ways, it was of interest to examine
how Thai-based companies have adopted TQM. In particular, as both
Japanese and US companies have been major investors in Thailand
(Tambunlertchai, 1993), the aim of the study described in this chapter was to
153
compareTQM implementation within three ownership types: Thai, Japanese,
and US-owned companies operating in Thailand.
This chapter provides an insight into TQM implementation in Thai
industry. A theoretical framework for TQM implementation is described and
used. The data collection and method of analysis used in the casestudies are
then described. From the study, same common features of the TQM
implementation,in the particular Thai context, are identified.
6.2 A theoretical framework for TQM implementation
A drawback of much of the researchin the literature cited in Chapter2
is a lack of a theoretical framework of TQM implementation, to assist in
comparing the various approachesstudied. Some authors refers in general
terms to Japaneseand US/Westernmodels of quality management,in the case
of the latter often based on the framework provided by qualitylbusiness
excellence awards. Award criteria, developed for the US Malcolm Baldrige
Award, the European Quality Award, the Deming Prize in Japan and various
national awards can be used to assess quality development in the context of
their own principles and assessmentframeworks, which have of course been
subject to significant criticism.
There are many interpretationsof TQM and numerous approachesby
which it can be implemented, most of which aim to provide management with
a best-practice route to success. The work of the `quality gurus', including
revered figures such as Deming, Juran, Crosby, etc. are sourcesof basic ideas
154
which a company or consultancy can follow or adapt for their own
circumstances. Whichever basic approach is adopted, it has been widely
acknowledged that TQM implementation requires a culture change in the
organisation. The organisation needs to develop a suitable TQM
implementation and performance improvement strategy, by adopting a change
model which is culturally feasible (Kekale and Kekale, 1995). There is a
substantialliterature related to corporate culture and culture change for TQM,
but the lack of an acceptedtheoretical framework has tended to encouragean
indistinct and subjective debate about the nature and effectiveness of different
approaches. For this study, the researcher considered that a framework for
describing and classifying culture change for TQM would be useful. After a
survey of the literature, the `Sheffield TQM Model' appearedto provide a
useful framework, basedon fundamentalculture changeconceptswhich it was
hoped would be robust to, and illuminate, international and cross-cultural
compansons.
Table 6-1 Culture concepts in TQM (after Whittle et at, 1992)

HOW Culture: Culture:
Stable, unlearned, prescribed, Changing, focused, emerges,
WHAT tell and sell, designers v doers experienced, designers-doers
Culture:
Independent, explains, Visionary approach to Culture Learning approach to culture
homogeneous, managerial, change change
traits/features, problem-
solving
Culture:
Dependent, needs explaining, Planning approach to culture Transformational approach to
local/political, meaning, tool- change culture change
crafting
155
Table 6-1 illustrates the key culture change concepts which underlie
the Sheffield TQM model used in this study, which were developedby Whittle
et al (1991,1992) from the literature on culture change, management theory
and inductive analysis of their company researches. Using these concepts,
Whittle et al identified three generic paradigms (or `mindsets') for total
quality implementation and a further `meta-paradigm' which informs and
enables movement between the three. The characteristics of the four
paradigms are as follows:
1. Visionary Total Quality (VTQ) is a strongly top-down management-led
approach. Culture change is promoted by the strategic quality vision and
ideology of top management which is communicated clearly and widely to
all levels of employees. People are seen as programmable pawns.
Providing managementdevelopmentand training for quality is one of the
key issues in this model. The strategic quality programme is usually led
and driven by the most senior executives.
2. Learning Total Quality (LTQ) emphasises a bottom-up style of
organisational culture change. People are seen as willing participants.
Employee empowerment and involvement is the key factor in TQM
implementation. The natural work team is one of the important features
emphasised in the LTQ organisation. The approach to TQM
implementation is not explicitly strategic. Human resourcesor personnel
specialiststend to drive the process.
3. Planning Total Quality (PTQ) is concerned with rational and systemic
approaches to TQM implementation. An explicit programme is introduced
156
to provide systematic direction in TQM implementation. Project
teamwork is one of the key activities in this model. Members of the
project teams are trained to apply problem-solving tools and techniques in
order to improve quality performance effectively. The PTQ approach
tends to be introduced and developed by engineers or technologists, and
the activity is mainly focusedin manufacturing or production.
4. TransformationalTotal Quality (TTQ) is the meta-paradigmwhich allows
an overview of the type and status of the organisational approach to TQM.
Companies may reach a `saturated' stage of diminishing returns using any
of the paradigms above, when TQM progress starts to falter. From the
viewpoint of the TTQ paradigm, TQM implementation is a cyclical
process by which a company can choose the most suitable of the other
models and move betweenthem as necessaryto rejuvenatethe processand
improve organisational performance. TTQ views people as purposive
agents, and activities are typically speculative, involving re-framing,
empowerment and paradigm shifts.
It should be emphasised that practical TQM implementations are
unlikely to be based entirely in one paradigm. It might be expected, however,
that they would show a tendency towards one or more of the implementation
paradigms.
6.3 Data collection and analysis method
This was empirical research carried out using a case study-based
approach, aimed at three carefully selected companies operating in Thailand
157
which had been implementing TQM for a period of time. The companieswere
selectedas representativetypes based on preliminary visits by the researcher.
After contacting the selected companies and obtaining formal permissions, in-
depth structured interviews of selected staff in different positions was used as
a data collection method in order to understand the perspective of a variety of
people in the organisations. The details of questions and how the questions
were developed are described in appendix 6. The target personnel in each
company were:
Top management
Production management
Quality management
Human Resourcesmanagement
Marketing and supplier relations
Technical Personnel(R&D staff, Quality and Design engineers)
Supervisors
Shop floor operators
Shop floor inspectors.
The interviews were conductedin Thai, recorded and later transcribed
for analysis. Apart from the in-depth interviews, documentationreviews and
plant tours were also used to gain additional insights and more information
about TQM implementation.
As rich and voluminous data was obtained from the interviews, a
grounded theory approach was used together with qualitative content analysis
158
in the interview data analysis (Easterby-Smith, 1991 and Yin, 1994). The
theoretical framework described in section 6.2 was used as the basis for
analysis,with the intention of using the interview data to identify if the case-
study companieshad developeda TQM culture associatedwith one (or more)
of the four implementation paradigms described above. The data collected
from the interviews was analysedusing a development of the phrasepattern-
matching strategy for company. TQM attitude diagnosisproposedby Whittle
et al (1993), which was usedby theseresearchersin a relatively limited role as
a tool for an intensive 'assumptions surfacing' seminar situation with senior
management.
It was considered by the researcher that this method of analysis could
be extended to staff at all levels to provide in-depth understanding of TQM
implementation, and might also help identify differences in attitudes and
assumptions between staff in different departments and at different levels.
The transcription of each interview was analysed according to the
meaning of individual interviewee's phraseswhich showed the match of the
interviewee's attitudes with one of the four TQ paradigms. The core phrases
were those identified by Whittle et al (1993), but over a hundred and sixty
extra phrases were identified, recorded and categorised (appendix 7). As
examples,core phrasesindicative of a VTQ paradigm would include; "senior
management commitment" and "clear company mission", while for PTQ
phrases such as; "measure and monitor performance using SPC" and "use of
problem solving tools" were signifiers. Phrases resembling "employee
participation/ownership/empowerment" and "individual employee
159
developmentand education" would indicate a LTQ mindset. A TTQ paradigm
would be representedby phrases such as; "open mindedness/readinessfor
change" and "strategic leadership/senior management reviews"
The result of the interview analysis showed that the three companies
selected for investigation had each adopted a different approach to TQM
implementation. Figure 6-1 summarisesand compares the results from the
analysis, indicating the emphasis of the interviewees based on significant
phrases they used during the interviews. Different symbols are used
depending to the position and responsibility of interviewees, in order to
identify any differences in attitude between different positions (levels or
specialisations). In the analysis process the meaning of specific phrases was
carefully consideredand classified. One `hit' on the diagram representsone
identified significant phraseused by an interviewee in each position, and was
placed in the paradigm category of which it was most suggestive. Only one
`hit' from the samephraseis shown on the diagram even though it may have
been mentioned several times during an interview. Group interviews were
carried out with shop floor operators, inspectors and supervisors. The data
collected from these group interviews were treated as for an individual
interview.
Not surprisingly, the `hits' from each organisation were spreadacross
the VTQ, LTQ and PTQ paradigm categories. There were no phrases
suggestive of a TTQ mindset from any interviewee. However, the diagram
demonstrates that responses from different companies tended to cluster in a
particular type of model, leading to the conclusion that the companies studied
160
had adopted an implementation approach which was biased in the direction of
one of the paradigms described above.
6.4 Analysis of the case studies
The internal and external published documents of the case-study
companiesas well as the information transcribed from the in-depth interviews
which had been transcribedwere reviewed. The background of the companies
and their TQM implementationpolicy is describedin the following sections.
6.4.1 The Siam Refractory Industry Co., Ltd.
The Siam Refractory Industry Co., Ltd. (SRIC) is a wholly-owned
subsidiary of the Siam Cement Group which is one of the biggest Thai-owned
businessesin Thailand. SRIC produces refractory products to supply both
domesticand export markets. Even though SRIC was registeredas a company
only in 1993, it had been operating since 1953 to serve internal demandin the
Siam CementGroup. With the increasingdemandfrom inside and outside the
company, production capacity was expandedfrom 12,000 ton/year in 1953 to
24,000 ton/year in 1961 and continued growing to 150,000 ton/year in 1997.
About 500 people are employedin its facility located in Saraburiprovince.
In the long period of operationbefore the establishmentof SRIC, many
quality activities such as QCCs, 5-S practice and a suggestionsystemhad been
introduced by Siam Cement Group headquarters. The quality programme in
the Siam Cement Group is called 'Total Quality Commitment (TQC)' which
meansthat every employee at all levels is expectedto commit themselvesto
161
continuous improvement to satisfy their customers. Siam Cement begantheir
TQC journey in 1993 by training executive management of their subsidiary
companies and setting up four pilot companies including SRIC, which as a
first stage was certified to ISO 9002 in 1994. A TQC promotion manager was
appointed and trained in order to promote and implement the TQC
programme. Japaneseconsultants have been used to guide the company to
implement TQC effectively in terms of strategy and a medium-term plan as
well as with the use of problem-solving tools and techniques.
All managers are expected to be leaders in using quality tools and
techniques. A management training programme was started in the early stages
to develop management capability and understanding of `TQC'. Top
managementplayed very important roles in the TQC implementation. Short-
term plans were developedin every departmentto meet the objectives statedin
so-called `MD policy'. A companymeeting chaired by the Managing Director
was held every month to follow up and review TQC implementation
performance. `MD policy' was clearly communicated throughout the
company. Past performance analysis was carried out in order to consolidate
the knowledge and understanding gained from the past and to establish a
suitable new or revised plan. Problem solving tools and techniqueswere used
to improve productivity, efficiency and effectiveness, mainly in the
manufacturing areas, led by an engineer or manager.
The interview phrase analysis showed that the company tended to be
primarily a VTQ organisation led by a charismatic figure (the Managing
Director). However a significant number of phrasesindicative of both PTQ
162
and LTQ paradigms were also recorded from interviewees in many areasof
the company, showing appreciation of the importance of technique-led and
human factors-ledapproaches.
The approach to TQC implementation was perceived internally as
changingmanagementbehaviour from 'KKD' to 'managementby fact'. KKD
is a Japaneseacronym referring to Keiken (experience), Kan (intuition) and
Dokyo (gut) and means that experience and intuition are used to solve
problems while for management by fact, management must investigate
objectively and gather data before they plan and implement improvement
projects or attempt to solve chronic problems. The Deming PDCA cycle is the
basic approachused, guided by the consultantswho visit the factory regularly
to advise and comment on strategic planning and problem solving tools and
techniques. In spite of the fact that bottom-up activities such as QCCs, a
suggestion system and 5-S practice were maintained continuously, it was
apparent that charismatic leadership was the most important driver for the
quality journey at SRIC.
6.4.2 Toshiba Consumer Products (Thailand) Co., Ltd.
Toshiba Consumer Products (Thailand) Co., Ltd. (TPT) is located in
Patumthaniprovince near Bangkok. It is a subsidiary of the JapaneseToshiba
Corporation and manufactures refrigerators, air-conditioners and washing
machines. Over ninety per cent of its production is exported to countries all
over the world, including Japan. Employing about 2,800 people in Thailand,
TPT has an annual production capacity of approximately 400,000
163
refrigerators, 600,000 air-conditioner sets and 600,000 washing machinesper
year.
It is very difficult to identify a starting point for quality at Toshiba. It
is company which, in a Japanese style, has always been firmly focused on
quality, but has never had an explicit TQM implementation programme, and
does not use 'Total Quality' terminology to describe its methods. Quality has
always been central to top management strategy since the Thai operation
started in 1990. TPT was certified to the ISO 9002 quality system standard in
1995. Quality improvement (Ql) activities which involve all employees
(especially shop floor operators) have been continuously developed,
particularly QCCs, abnormal situation reports, the suggestion system, 5-S
practice and safety. A notable feature of the plant is the evident enthusiasm
and commitment with which shop-floor workers apply themselves to QI
activities in their QCCs whenever breaks in production allow. Also related to
quality are the current development efforts towards Total Productivity (TP),
TPM and ISO 14000 Environmental Management, which were started in early
1996. Employee participation, empowerment and team work are critical
factors in the successful management of these activities. Training is at the
heart of quality activities, and all new employees are trained in order to
understand5-S practice, safety, QCCs, 7 quality tools, etc. The motivation to
employeesto participate in these activities involve reward and recognition as
well as performance appraisal. The best QCCs have the opportunity to
in
compete regional presentationevents and if successfulin those they can go
and competeagainstthe top Toshiba QCCs in Japan.
164
The interview analysis showed that Toshiba responses favour the LTQ
paradigm. As can be seen from Figure 6-1, the phrases recorded were
concentrated overwhelmingly in this sector of the diagram. The importance
placed on the natural working team was clearly shown in the responses.
Employee developmentwas a key focus to educateand foster good attitudes
towards quality among employees.The company has a lifetime employment
strategy, and although in Thailand a high labour turnover rate is an obstacle,
all employees are educated and developed in order to improve their working
capability and creativity. Most of the programmes launched were aimed
primarily at shop floor workers. Five-S practice, safety, QCCs, suggestion
systems, abnormal situation reports, TP and TPM were high-profile QI
activities in which shop floor employeeswere the main participants. Morning
meetingswere a regular feature of the working day for leaders or supervisors
to involve and provide important information to workers.
6.4.3 Read-Rite (Thailand) Co., Ltd.
Read-Rite (Thailand) Co., Ltd. (RRT) is one of the US Read-Rite
Corporation's manufacturingplants. It producespersonal computer disk-drive
componentssuch as sliders; Head Gimbal Assemblies(HGAs) and Head Stack
Assemblies(HSAs). It startedbusinessin 1991 and has expandedrapidly to
becomea large operationemploying approximately 12,000people at the plant
which is located in Ayuthaya province. A Just-In-Time approach and some
world-class IT applicationssupportan effective manufacturing environment.
165
in recognition of the increasing competitiveness of world business,
Read-Rite Corporation has embraced a TQM philosophy entitled 'TQM: The
Read-Rite Way' which is defined as: "building and evolving a stakeholder
(stakeholdersare customers,employees,shareholders,and suppliers) - focused
management system and supporting culture that has as its driving force,
meeting customer needs the first time and every time". RRT commenced
TQM implementation in late 1994,with a thre- year plan aimed at building up
the infrastructureand moving the organisationtowards a TQM culture. RRT's
TQM implementation plan was structured by, and the responsibility of, an
executive steering committee involving top management. The plan involved
the deploymentof systemsfor TQM planning, communication and promotion,
training and development,teams and team support, rewards, recognition and
employee involvement, measurement and benchmarking, voices of the
customer and the supplier, together with ISO 9000/14000 quality and
environmental systems.
The first year was the 'Introduction' phase,which started with setting
up the systemsand providing knowledge and concepts of TQM. Awareness
training was provided for all employees by the in-house training centre.
Problem-solving tools and techniques training was cascaded from top
management to supervisor level. Company-wide communication and
promotion of TQM activities was conductedusing posters,newsletters,videos,
promotion boards and the company computer network. The secondyear was
the 'Development' phase, where Q1 teams led by managers who had been
trained to useproblem-solving tools and techniquesapplied their knowledge to
166
improve working processes.QI project teams were establishedby registering
with the TQM office. Each team had a senior manageras a sponsorto support
their activity. The improvement theme usually involved a 'breakthrough'
project to improve efficiency, productivity or provide a cost-saving. Problem
solving tools and techniqueswere applied for particular project as appropriate.
After evaluation by a committee, the best project teams were recognisedand
rewarded at the 'Team day' organisedevery six months. 'Team day' was an
important event in the TQM programme to show managementcommitment
and recognisethe efforts of the project teams.
RRT was certified against the ISO 9002 quality system standard in
December 1995 and six months later they obtained ISO 14000 certification, in
accordancewith their TQM plan. The third year was the 'Integration' phase,
in which it was expected that 'TQM behaviour: Read-Rite way' would
becomeRRT's everyday way of working. The study was carried out towards
the end of this final period.
The interview results (Figure 6-1) showed that RRT had primarily
favoured the PTQ paradigm to provide a systematic approach to TQM
implementation for their large facility. A significant number of responses,
particularly from management interviewees also indicated that the LTQ
paradigm was consideredof importance, however even though key objectives
of the TQM programme were focused on changing behaviour, the numerous
shop floor operatorshad only been involved in the TQM programme in terms
of awarenesstraining and TQM promotion. The participation of operatorsin
quality project teams was still at a low level.
167
The US background of the company was clearly evident in their
approach. At an initial stage,the Malcolm Baldrige Award criteria were used
to evaluate the status of quality management in the company. A major
planning operation then followed, which was implemented efficiently. A
considerabletraining effort was aimed at providing technical and management
staff with sophisticatedproblem-solving techniques. Read-Rite has developed
a highly-sophisticated plant-wide on-line computer network to assist
communication, provide a more efficient working environment and to help
train their employees. The computer network was used as one of the tools to
promote the TQM programmethroughout the company. Employeesworking
in operation or inspection areascould review quality data, work instructions,
procedures and specifications using their desk computer or at shop floor
`computerkiosks'.
As described above, Read-Rite had established a 3-year plan for its
TQM implementation.Howeverin conversationwith top management,

TQM
was conceded to be a never-ending journey, and the company believed it
might need to review and evaluate the programme to find out the next
endeavourin order to continuously maintain the TQM process.
168
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6.5 Common features of the TQM implementations
The results of this study also showed that all three investigated
companieshad common characteristicsin their TQM implementations. The
following featureswere found in all the companies:
1. Managementcommitment and leadership. It is acknowledged that TQM
implementation cannotbe successfulwithout top managementcommitment
and support. In all these three companies, it was obvious that quality
activities were fully supportedand led by top management.
2. Effective communication within the organisation. Good and effective
communicationbetweenmanagementand staff is consideredvital for TQM
implementation. Although the three companiesused different approaches
to
and media communicatewith employees,all of them had effective ways
TQM information.
to disseminate
3. Problem solving tools and techniques. These tools and techniques are
known to be effective methods to help employeesimprove their work and
to assist motivation and involvement. TQM companies have to facilitate
and empowertheir employeesso that they can apply those tools effectively.
All three companiesused thesemethodsextensively.
4. Group activity. "Working as a team" is at the heart of TQM. All the
studied companies emphasisedthe important of group activity in their
TQM programmes.
5. Employee training and development. Human resource development is
consideredto be a key successfactor in TQM implementation. Effective
training programmeswere a featureof all three companiesstudied.
170
One of the questions asked during each interview concerned the
aptitude and attitude of the Thai workforce for TQM implementation. In each
casethe responsesconfinned that the workforce was receptive and supportive
of the organisation. In one company studied there was some uncertainty
among managementabout the potential of the less well-educated shop floor
operatives for using problem solving tools and techniques. However at
Toshiba, it was evident that with suitable training and supportive QCC all
workers could becomeinvolved effectively.
6.6 Conclusions
The analysis of these casestudiesindicates that the companiesstudied
have each adopted different, but successful, approaches to TQM
implementation. It should again be emphasisedthat the case-studycompanies
were pre-selectedto provide representativetypes. The different approachesto
TQM implementation identified in the Thai, Japanese,and Amcrican-owned
companies studied were illuminating yet not unexpected. For example the
PTQ approach found at Read-Rite was considered by the researcherto be
typical of what might be expectedof a large subsidiary of a US corporation,
employing a competitive strategy based on moving manufacturing to a
developing country and applying strong quality managementdisciplines. The
'bottom-up' LTQ model employed at Toshiba was considered to be
representative of good Japanesequality management practice. At Siam
Refractory Industry, Japaneseideas were also important, but modified in this
companyby the influence of a charismatic leader towards the VTQ paradigm.
171
The presenceof such a strong figure might be expected in one of the first
Thai-owned companiesto have madethe transition to TQM.
Despite the differences, important common characteristics of
successful TQM implementations were found in all the three companies.
These were consideredto be managementcommitment and leadership; good
communications;effective use of problem solving tools and techniques;group
activity, employeetraining and development.
The 'Sheffield TQM model' and the analysis methodology employed
for this study has providing a valuable framework against which different
approachesto TQM implementation can be assessed.The qualitative content
analysis techniquesused to classify interview phrasesagainst TQM mindsets
proved to be time-consumingbut allowed a considerabledegreeof objectivity
in the assessmentof a rich and voluminous body of data. In the view of the
researcher this approach has good potential for the analysis of quality
managementapproaches. Evidence of the 'overview' Transformational Total
Quality (TTQ) approachwas not observedin the current study, but the authors
believe it is useful for senior managementresponsiblefor a company's TQM
programme to acquire a TTQ perspective and appreciate where their
organisation'scurrent approachlies in the spectrumof possible approaches.
172
The Thai foundation quality systemstandard (TFQSS) Chapter 7
7. The Thai foundation quality system standard (TFOSS)
7.1 Introduction
In the developed economies where ISO 9000 standards are well
established,there has been considerablediscussion about the implications of
the standardsfor smaller companies,with criticisms made of their complexity,
costs of implementation and of quality system maintenance, as described in
Chapter 2. Despite these criticisms, the tendency, is if anything, to add more
requirementsas the Perhaps

standardevolves. there
surprisingly, is currently
little international interest evident, in the development of a more basic
'foundation level' quality systems standard, targeted at small and medium
enterprises(SMEs). The standardwhich might perhapshave been expectedto
fulfil that role, ISO 9003, is targetedinsteadat the relatively rare scenarioof a
company requiring only final inspection and test, and is hence relatively little
used.
This chapter presents the research which aimed to develop and
introduce a 'foundation level' quality systems standard, called "Thai
Foundation Quality System Standard (TFQSS)" to Thai SMEs. The
foundation level quality systems standard is reviewed. Then the TFQSS
developmentproject and establishmentof its requirementsare described. The
173
first draft of the TFQSS has been successfully implemented by five Thai
SMEs.
7.2 The foundation level quality systems standard
The Q-Base (Telarc,1996) approach developed by Telarc, a New
Zealand accreditation and certification body, was the only example of an
establishedentry-level quality systemsstandardavailable to the researcherat
the start of the project. ISO 9000 series standardsare well establishedin
larger New Zealandbusinesses,but the country has many SMEs which wish to
set up quality managementprogrammes,but which do not yet aspireto an ISO
9000 seriesstandard. This standard,which is derived directly from ISO 9000
seriesis calledthe 'Q-BaseCode'andhassevensectionsasfollows:-
1. Managementof the quality system
2. Control of critical; documentsand records
3. Customerneeds
4. Purchasing
5. Training and work instructions
6. Inspection and control of substandardwork
Qualityimprovements
The standard is part of an integrated system of registration and
certification for smaller companies is

which operated and publicised through
regional business development boards. It is specifically derived from ISO
9001/2 in order to allow an easytransition to thesestandards.
174
The Q-Mark standard which was launched by the Irish Quality
Association in the 1980swas anotherexample of an entry-level quality system
standard. According to Wallace and Murphy (1993), Q-Mark was successful
not only as a stepping stone to the ISO 9000 standardsbut also as a stand-
alone quality 'hallmark' for non-exporting companies. Q-Mark was however
completely revised in 1998 to be an entry-level businessexcellence approach
basedon a cut down Irish BusinessExcellence Model, which is itself basedon
the EuropeanQuality Award framework
7.3 The TFOSS development project
Planning for the TFQSS developmentproject took place at NSTDA in
Thailand during 1997. The project objective was:
'To develop the Thai Foundation Quality System Standard

(TFQSS) an 'intermediate' quality management system
standard for small Thai businesseswhich will assist them to
increase awareness of quality and develop towards
internationally recognisedstandardsof quality management.'
The development phase of the project commenced in October 1997
with the selection and recruitment of five representativesmall and medium
Thai businessesas collaborators in the development of the TFQSS. Co-
ordination of the project was undertaken primarily by a full-time project
facilitator, who worked closely with the companies using the draft TFQSS
preparedby the researcherwith the aid of an academic consultant employed
by NSTDA.
175
The standard was initially prepared in English, then translated into
Thai. Before use with the collaborating companies the first draft was
distributed to ten leading Thai quality managementexperts and consultants
selectedfrom businessand academia,with a request for comment and advice
on improvements. Lengthy and useful commentswere received from most of
these experts, many of whom were clearly most familiar with an ISO 9000
series approach to quality systems implementation, and naturally tended to
propose additional elements based on that background. The commentators
also made a number of suggestionsto improve the translation of the standard
into Thai. A summaryof their responsesis provided in appendix 9.
Many modifications were made to the draft TFQSS as a result of these
but
comments, the temptationto add many of the elementsproposedby the
various commentators was resisted, as taken together these would have
transformedthe TFQSS into a standardsimilar in scopeto ISO 9002.
The implementation of the draft standard was monitored and the
standard revised as necessary to meet the real needs of Thai SMEs as
exemplified by the collaborating companies. The introduction of a quality
system is widely believed to be more difficult, for many small businesses,
becausemanagementtime and skill is a scarceresource. The project therefore
aimed to provide continuing supportto the participating companies,to identify
any such problems and to assistwith implementation and initial application of
the standard. Issues surrounding success and failure were assessedand a
report prepared. The final period of the project would also allow the
refinementof the TFQSSto meet any emergentrequirements.
176
7.4 Developing the TFQSS requirements
It was considered that the development of the TFQSS might be
approachedin two ways:- either by 'cutting down' an existing ISO 9000 series
standard(as with the New Zealand Q-baseCode), or starting afresh. The latter
approach was adopted, largely because of the difficulty in deciding which
elements of an existing standard should be omitted. The drafting process
therefore commencedwith a blank sheetof paper. The researcher,assistedby
the project academic consultant, who were both familiar with the ISO 9000
series standards, attempted to start from the first principles of quality
management. The TFQSS was conceived as a standardoperating at a quality
control rather than a quality managementlevel. The main focus throughout
was on simplicity rather than comprehensivecoverage.
The author consideredthat starting with the identification of a quality
policy is the best way to begin a quality journey for a company that has no
knowledge at all about quality management. Planning for quality and the
implementation of a quality control system were next identified as the basic
elementsthat are essentialand cannot be absentin a quality system. Not only
internal but also external factors (such as suppliers) can affect the quality of
products and services. Therefore, purchasing and suppliers were included in
the scopeof the standard.
Some expert commentatorssuggestedthat the standardshould include
a clauserequiring a processof internal quality audit similar to that required in
ISO 9001 (clause4.17)'. After careful consideration,the researcherexcluded
177
this requirement, becauseit was considered that this would be difficult and
off-putting for the companiesat which the TFQSS was targeted, becauseof
the substantial additional documentation requirements and the need for staff
time, expertise and training. It should be rememberedthat most companies
involved (details available in Section 7.5) had no formal quality control
system at all, no written specifications or work instruction, etc. Only one
companyhad already establishedany type of formal quality system(GMP).
The TFQSS also doesnot require a contract review processor product
identification and traceability which are also key elements of the ISO 9000
series standards(clauses 4.3 and 4.8 respectively). The author thought of
theseclausesas coming primarily from the background of the ISO 9000 series
standardsin standards developed for aerospaceand military requirements.
The more basic TFQSS expects a company to focus primarily on the quality
control loop - producing products and servicesthat conform to specifications
acceptableto the customer or the market (and of course saleable). Contract
in
review either ISO 9000 or Q-Base Code requires a company to review the
'customer order' or 'contract' which is not an objective of this standard.
Product identification and traceability is implicitly covered if it is required by
regulations or statute. The TFQSS standardis expected to be an achievable
and easy-to-implementstandardthat encouragesThai SMEs to start a quality
programme.
Hence the initial draft of the TFQSS included only the following basic
elements:-
178
1, Quality Policy and Objectives
2. Planning for Quality
2.1 QualitySpecifications
2.2 Processand InspectionPlanning
2.3 Staff and Training
2.4 Document,Data and Record Control
2.5 Product and Material Care
Quality Control System
3.1 Checking to Quality Specifications
3.2 Control of Quality Rejects
3.3 ProcessControl
3.4 Corrective Action
4. Purchasingand Suppliers
The standard was written in simple terminology. The requirements
were clearly identified and separateguidelines were provided for particular
requirementsin order to help the user in the implementation process. The
following are English version examples of a typical requirement and related
guidance:
Requirement
Z2 Processand inspectionplanning
All processes to produce or deliver the product andlor

service must be identified and documented in the form of
work instructions and distributed to ensure that the correct
methodsare known to all staff.
179
The Thai foundation quality system standard (TFQSS) Chapter 7
Test and inspection plans must be established and

distributed to ensure that the product andlor service
conformsto specification.
Guidance
Process and inspection planning. The work instructions consist of
appropriate descriptions of the sequence of operations which produce
or deliver the product and/or service to the customer. The work
instructions may take many forms such as flowcharts, pictures, written
descriptions, etc. Operations may require the use of equipment or
facilities, which should be defined. For example, all production
machine settings for each different product must be written down and
made available to the staff responsible for production.
Where test and inspection operations are necessary to check that
quality specifications are met at any stage of the process,these should
be included in the inspection plan. The test and inspection task should
be planned and performed to identify any non-conformance to the
product and/or service specifications at the earliest possible stage of
the process. This will avoid waste.
The details of all requirements and guidance are in appendix 10.
Having drafted the elementsof the standard,a comparisonwas made with ISO
9001. Table 7-1 illustrates the results.
180
Table 7-1 TFQSS elements compared with ISO 9000
TFQSS Element ISO 9001 Element
1. Quality Policy and Objectives 4.1.1 Quality policy

2.1 Quality specifications 4.2.3 Quality planning,
4.4.4 Design input,
4.4.5 Design output
2.2 Processand inspection 4.9 Processcontrol,

planning 4.2.3 Quality planning
2.3 Staff and training 4.1.2.1 Responsibility and authority,
4.1.2.2 Managementrepresentative,
4.18 Training
2.4 Documentdata and record 4.5 Document and data control,

control 4.16 Control of quality records
2.5 Product and Material Care 4.15 Handling, storage,packaging,

preservationand delivery
3. Quality Control System
3.1 Checking to Quality 4.10 Inspection and testing,
Specifications
4.11 Control of inspection, measuring
and test equipment
4.12 Inspection and test status
3.2 Control of Quality Rejects 4.13 Control of nonconforming product
3.3 ProcessControl 4.9 Processcontrol
3.4 Corrective Action 4.14 Corrective and preventative action
4. Purchasingand Suppliers 4.6 Purchasing
181
Table 7-2 shows a comparison between the TFQSS and the New
ZealandQ-Basecode. Both are comparedwith ISO 9001/2 systemselements.
It can be seenthat the Q-Basecode is more comprehensivethan the TFQSS in
terms of ISO 9000 seriescoverage.The only area where the TFQSS requires
coverage and Q-Base code does not is for design control, where the TFQSS
specifies a design processif required, to properly establish and record Product
and Service Quality Specifications and to comply with any relevant statutory
requirementsor codesof practice.
The comparison between the elements required in these basic quality
management systems and those of ISO 9001 clearly highlighted the
complexity of the latter, and its ancestry among the military standards
designedto provide a foundation for quality managementin complex design
and manufacturingscenarios.
7.5 Implementing the TFQSS in the collaborating companies
Five representative Thai SMEs were selected from the companies
which applied to participate in the project. The criteria of selectionwere:
1. at least 5 1% Thai owned,
2. capital investmentnot over 100million Baht (MB); and
3. commitment of top managementto the project.
182
Table 7-2 Coverage of Q-Base Code and TFQSS compared with ISO 9000
Q-Base TFQSS
Not Partial Full Not Partial Full
ISO 90001/2Clause Covered covered
Responsibility
4.1 Management
4.2 Quality System
4.3 ContractReview
4.4.DesignControl(ISO 9001
only)
4.5 Documentanddatacontrol
4.6 Purchasing
4.7 Controlof customer
suppliedproduct
4.8 Productidentificationand
traceability
4.9 ProcessControl
4.10InspectionandTesting
4.11Controlof inspection,
measuringandtestequipment
4.12Inspectionandteststatus
4,13Controlof nonconforming
product
4.14Correctiveand
preventativeaction
4.15Handling,storage,
and
packaging,preservation
delivery
4.16Controlof QualityRecords
4.17internalQualityAudits
4.18Training
4.19Servicing
4.20Statisticaltechniques
183
The collaborating companiestypically saw the TFQSS as the first step
for them to progress towards an ISO 9000 series standard, but they also
expected it to help them be competitive and improve their effectivenessand
efficiency of their work. For confidentiality, these companieswere identified
as companies A, B, C, D and E. Table 7-3 gives details of the selected
companies
Table 7-3 The collaborating companies
Company Industry type % export Number of Capital

production Employees Investment (MB)
A Clothing (shirts) 100 180 4
B Pharmaceutical 0 64 14
products
C Industrial paints 5 150 7.5
andinks
D Tubular cable 50 150 100
support conduit
E Stainlesssteel 80 30 20
fasteners I I II
The project facilitator together with one of the NSTDA technical staff
conducted preliminary fact-finding assessmentsin each company during
October 1997. They interviewed top managementand departmentalmanagers
to obtain background information about the company, its manufacturing and
business processes,the current quality system and any significant quality-
relatedproblems.
184
In this preliminary assessment,most of the companies were found to
have major deficiencies in quality management. An outline of the five
collaborating companiesis given below.
CompanyA. Company A employed operatives who were mainly of a
low educational standard. The garment making process is complex
and relies heavily on staff experience and manual dexterity.
Managementexpertise was limited largely to the Managing Director.
Communication and policy deployment including implementation of
procedureswere anticipatedto be challenging for this company.
Company A This company was found to be well-organised and had
an establishedGMP (Good Manufacturing Practice) quality system as
a condition of its accreditation for pharmaceuticalmanufactureby the
Thai FDA. Here a considerableportion of the TFQSS requirementwas
already in place, and top managementwas committed to the project.
This company was expected to achieve the standard without great
difficulty.
Company C Company C was a well-run small company, with
adequatemanagementsystemsand a degree of formal quality control.
This company had ambitions towards ISO 9000, and saw the TFQSS
as a start in that direction. Managementappearedenthusiasticabout the
project.
185
Company A Company D manufactured steel conduit using a
sequenceof cold forming, welding and machining operations,followed
by hot-dip galvanising. The company had informal or non-existent
quality management methods, and a number of difficulties with
housekeeping,operations managementand process safety. Company
D had initially intended to implement ISO 9002 but encountered
problems in hiring a consultant, and was considered the most
challenging company involved in the project.
Company E. Company E manufactured standard bolts in stainless
steel, using cold-forming and thread rolling methods. This company
exported a large proportion of its output, but had limited engineering
expertise and largely informal quality managementmethods, although
having previously been in Japanese ownership there was some
of
awareness quality issues.
It can be seen that the companies selected representeda spread of
maturity in quality terms, ranging from a total lack of formal quality systems
to substantially complete quality control with some elements of quality
managementsystems.
The project facilitator visited each of the collaborating companies
regularly, at least once every two weeks, encouraging and assisting them to
implement the standard. In February 1998 the researcheraccompaniedthe
project facilitator on visits to the companies. In each case senior managers
expressedenthusiasm for the project and satisfaction with the work of the
186
project facilitator. Initial progress was however patchy, and significant
difficulties were found in areas associated with the quality management
system, typically a lack of formal production planning. It was notable that
some of the companies had major problems with basic housekeepingand
cleanliness. Effective provision for the health and safety of employeeswas
also an area which required attention in some companies. Management
expertise was typically limited to a small number of individuals, and in one
casea company with more than 180 employeeswas managedalmost entirely
by the owner, who was nevertheless very active in developing product
specificationsand information systemsto meet the TFQSS requirements
As the deadline for the TFQSS assessmentdrew nearer, however,
progressin all companiesimproved greatly, with the encouragementand help
of the project facilitator. A pre-assessmentwas arranged, for which the
facilitator accompanied by three other NSTDA audit staff made
comprehensive checks of procedures and documentation. At this stage
managementand staff in some of the collaborating companieswere working
long hours to ensuresuccessin the assessment,determinedto avoid the loss of
face which would result from failure.
The final assessmentaudit was carried out by the researcherin July
1998 and the results were most encouraging. Although no company was
completely free of non-compliance with the standard, these were relatively
few in number and readily amended. Comprehensive reports detailing all
problems were immediately preparedand sent to the companies. A final visit
to all the companiesby the researcher,accompaniedby the facilitator, took
187
place shortly after the assessmentaudit, to check whether the non-compliance
had been addressed. All companies had done enough to achieve the
requirements of the standard. Table 7-4 summarises company position at
October1997 I February 1998 1 July 1998 (assessmentaudit), using the
following scale.
No systematicattention;
1. Initial efforts to preparea procedure;
2. Draft/hand written/incomplete documentation;
3. Documented but un-implemented, or operational informal
procedurewithout documentation;
4. Documentedbut not fully implemented,or an effective systemwith
partial documentation;
5. Fully documentedand implemented.
It was notable towards the end of the project that company managers
had gained greatly in confidence. Where initially many had been reticent and
even embarrassed when discussing their company systems, they now
confidently presentedrevised quality documentation, new record forms and
management information summaries to progress meetings. Shop floor
workers were also keen to display their calibrated measuring instruments and
work instructions. In some companiesthe effects of the introduction of the
188
TFQSS had also had a noticeable beneficial impact on areas such as
production planning, housekeepingand health and safety.
Table 7-4 Summary of companies position
TFQSS A B 1C D E
Element
I. Quality Policy and 01515 01315 01315 3 1415 01515

Objectives
2.1 Quality Specification 11515 3 13 15 113 15 11314 11315
2.2 Processand 21215 21215 01015 01015 113 15

InspectionPlanning
2.3 Staff and Training 01315 31415 31415 01015 01215
2.4 Document,Data and 01415 31415 11215 01314 01414
Recordscontrol
2.5 Product and Material 11315 41515 01415 11215 01014
Care 1
3.1 Checking to Quality 01314 41415 21414 01314 01314
Specifications
3.2 Control of Quality 01015 41415 21314 01115 11415
Rejects 1
3.3 Processcontrol 01314 41415 21415 11215 013 15
3.4 Corrective action 01014 01015 01014 01015 01014
4. Purchasingand 01314 01215 01315 01214 01014

Suppliers
189
7.6 Conclusions
This project demonstratedthat the TFQSS is suitable for the purposeof
providing an intermediate quality systems standard for Thai SMEs The
standarddeveloped for this project has been successfully implemented by all
the five collaborating companies. The standard was seen by most
collaborating companiesas a significant challenge, and yet was achieved by
all in a period of 9 months, which is about one half of the average
implementationperiod for ISO 9002 (TPI, 1997) Most of the companies,after
having achieved TFQSS now believe themselves to be capable of further
progress in quality management,and were planning to move towards either
ISO 9000 series standards or TQM. In the course of implementing the
standard,many of the companiesdeveloped formal administrative systemsfor
the first time, having previously used only informal managementsystems.
The methodology employedby the TFQSS project was also successful.
The choice of companies was representative of typical Thai SMEs, and
covereda number of significant industry types. The use of a project facilitator
to work in a consultancy role with companies has also proved valuable. A
typical comment from senior company managers was that they needed a
consultant or facilitator to help them understand the requirements of the
standardand take the first steps towards meeting them. The pre-assessment
together with external audit approach was also successful as it had a strong
motivating effect on the companiesto achievethe TFQSS requirements.
190
From the results of this researchproject it is clear that the TFQSS has
the potential to make a useful contribution to the Thai economy by improving
the quality performance and awareness of SMEs towards international
standards of quality management. When the current economic difficulties
ease,competition in both domestic and international markets will increasingly
be basedon quality as well as cost. To preparethemselvesfor that time, many
smaller businessescan benefit from the adoption of a simple, entry-level
quality standard. The TFQSS has demonstrated its ability to fulfil that
requirement,either as an end-point in itself or as a useful step towards an ISO
9000 seriesstandard.
191
Discussion and conclusion Chapter 8
8. Discussion and conclusion
M Introduction
This final chapter surnmarisesthe findings and conclusionsof the four
linked researchprojects described in the earlier chapters. It aims to form
responsesto the research objectives and research questions posed at the
beginning of the thesis. As an aid to the reader, the researchobjectives and
questionsas well as the major methods used in the study are briefly reviewed
below.
The objectives of this study were twofold. The main aim was to
examine the development and implementation of quality management in
Thailand in general,and to investigatethe ISO 9000 and TQM implementation
processon Thai industry in particular, in order to draw up a picture of quality
managementfor Thai industry. The second aim was to compare the Thai
perspective on quality management with the situation in other developing
countries,especiallythose in South and East Asian region.
The researchquestionsmay be summarisedas follows:
1. How is quality managementdeveloping in Thailand?
192
Discussionand conclusion Chapter 8
2. What are the current position and trends of quality managementin Thai
industry?
3. How are the ISO 9000 standardsbeing implemented in Thai organisations
and what is the impact of implementation?
4. How is TQM adoptedin companieslocated in Thailand?
5. Can a basic quality system be developed, suitable for Thai SMEs which
are not yet ready for ISO 9000?
6. What is the current situation of quality managementin other developing
countries,especiallythose in South and East Asian region?
The research methodology employed in this study was based on a
"theory-building" approachin order to explain phenomenaand add to existing
theory or knowledge with new findings basedon empirical data collected. It
comprised four linked researchprojects. The first was a survey which was
conductedto identify the current position and trends of quality managementin
Thai industry. After the survey study, the researcherconducteda further three
multiple case-studyresearch projects which were the ISO 9000 study; the
TQM study; and the TFQSS study. The details of the results and conclusions
drawn from the four studiesare provided in Chapter4,5,6 and 7.
In the following section, a proposed framework provides an overview
picture of quality managementas developed in Thailand and respondsto the
above questions 1,2 and 4. The development and implementation of ISO
9000 quality systems standardsis covered separately in section 8.4 which
provides answer for question 3. A proposal for an intennediate or basic
193
quality system standardto be used in Thai industry (question 5) is suggested
for the future.
Although the researchwas not focussedprimarily on policy issues,the
findings of the researchraise some government industrial policy implications
for Thailand. These are discussedin section 8.6. The comparison between
quality managementin Thailand and other countries (question 6) is explored
in section 8.7. Limitations of the researchand recommendedfurther research
are suggestedin section 8.8 and 8.9 respectively. Finally the thesis concludes
with a sectionsummarisingthe contribution to knowledge.
8.2 Quality management in Thailand -A TQM framework
The developmentof Thai quality managementstarteda century ago but
its implementation was slow. It was only in 1986 that the concept of TQC,
emphasisingQCCs, was introduced and prosperedin the country. The second
wave of quality managementadvancementwas when ISO 9000 was adopted
as a Thai national standardand becamewell known among Thai industrialists.
In fact quality management concepts, among other ideas, can be
consideredas a kind of technology which has been transferred from developed
countries. The major sources of knowledge are Japan and USA via joint
partnership and foreign-owned companies. The concepts which have been
transferredto ThailandareQC, QA, 5-Spractice,QCCsor teamwork,the ISO
9000 seriesof quality systemsstandards,QS 9000 for the automobile industry,
194
TPM, BPR and TQM including the concept of the Thai National Quality
Award (NQA) which is derived from the US MBNQA.
During the lengthy period of this study, the researcherhas gradually
developed her understanding of and insight into the development and
implementation of quality managementparticularly in Thailand. This induced
her to develop a TQM framework to help provide a clearer understandingof
the overall picture of quality managementin Thailand. This model might be
useful not only to Thai organisationsbut perhapsalso interesting to other firms
or consultants etc. Figure 8-1 illustrates the TQM framework which was
derived from the results of the four linked studies and from the literature. It
combines three dimensions of quality management in a Thai organisation,
together with three important aspects, five stages of development and four
implementationparadigms,againstwhich a particular organisation's statuscan
be examined, or against which a particular aspect or weakness can be
highlighted and improved.
The three aspects of quality management,which have been widely
acceptedby many authors (for example Oakland (1993) and Kehoe (1996a))
to be important for quality management,are identified as the first dimension
of the TQM framework. Crosby's idea of 'quality managementmaturity grid'
(Crosby, 1980) as well as a clear picture of the unequal status of quality
developmentin the various companiesinvestigatedin the ISO 9000, TQM and
TFQSS studies, leads to the second dimension which covers five stagesof
quality development ('unaware' through 'sustaining'). The 'Sheffield TQM
Model' that was used as the theoretical framework in the TQM study provides
195
the perspectiveon TQM implementation paradigms, which effects particularly
the higher stagesof quality development. Hence, paradigm shift for TQM
implementation was considered to be the third dimension of the TQM
framework. It is obvious that the higher an organisation develops its quality
management approach, the more effectively they can integrate the three
aspects of quality management. This is indicated in the diagram by its
converging or triangle shape. The 'tepee' shapeof the diagram comes from
these ideas, basedon the TQM study. Finally, all the studies as well as the
author's businessand quality experiencein Thailand have helped to identify
specific quality approachesin each aspect of systems,people and techniques
which characterise each development stage. The description of three
dimensionsof TQM frameworkfollows.
196
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8.2.1 Aspects of quality management
There are three aspects,in the first dimension, which are crucial for
quality management.Theseare systems;people; and techniques. This basisis
found in various similar forms in the literature (see for example Kehoe,
1996a).
8.2.1.1 Systems
Systems provide the infrastructure for an organisation to achieve
quality. There is a need for systemsin order that human, administrative
and technical factors affecting quality will be under control... and
this ... enablesthe objectives set out in the quality policy to be accomplished."
(Oakland, 1993). Inspection and the activities for quality control are the
minimum system which a company must establish to control the quality of its
products and services. However, in order to be more effective, an organisation
should also set up a systemfor quality assurance.Quality assuranceis defined
as 'all those planned and systematic actions necessaryto provide adequate
confidence that a product or service will satisfy given requirements for
quality' (ISO, 1986). In some types of industry, for example the
pharmaceutical industry, GMP (Good manufacturing Practice) is a basic
quality system which is required by the Thai FDA. The TFQSS has been
demonstratedto be another type of basic quality system, which provides an
organisation with an effective quality assuranceinfrastructure and covers the
minimum of quality activities for Thai industry though it is still a 'foundation
level' quality system. International standards, i. e. ISO 9000, which are
198
broader and more systematic approach to quality achievement, provide
guidance that can be applied by companiesto examine their activities, record
what they actually do, and provide the basis for standardisation and
improvement(Feigenbuam,1991and Oakland, 1993). The ISO 9000 seriesof
quality systemsand TFQSS implementation will be discussedagain in section
8.4 and 8.5 respectively.
8.2.1.2 People
People are critical for successful implementation of quality
management. No matter how well establishedthe systems are or how many
techniques are provided, if people in an organisation do not understandthe
system of their organisation and do not know how to apply the quality
techniquesnecessaryin their jobs, a company will face failure in its quality
journey. Awareness of quality should be reinforced among people in an
by
organisation 5-S practice and quality awarenesstraining. To embark on the
quality journey, employees should be seen as an asset. They should be
continually developed and provided with adequate training and education,
especially in a developing country such as Thailand where basic educationfor
many workers is limited. Failure to give proper education and training can
causeineffective progress. Particular training for specific group of people at a
particular time should be considered(Juran and Gryna, 1993). And it should
not be concentratedonly on skill development but a balanced consideration
should also be given to the psychological and motivational aspects of
employees, so that they have the right attitudes towards quality (Hassan,
199
1996). Successfuleducation and training programmes will lead to employee
involvement and commitment.
Embarking on quality management requires employee participation in
all activities relating to improvement. Well-educated and properly trained
employeesare a valuable resourceand will be more effective. This powerful
source of employees' empowerment can improve quality in a creative way,
and consequently cost will be reduced and productivity can be increased
(Kondo, 1997). Employees,led by management,should be totally committed
to quality, and this can be achievedthrough QCCs or equivalent teams.
8.2.1.3 Techniques
Tools and techniques are an integral part of quality management and
are used to analyse, control, monitor and predict the quality of products and
services to satisfy customers. There are various tools and techniques which
can be applied in any organisation. Among the basic techniques that a
company may need to ensure the quality of its products and services is
statistical sampling which is commonly found in Thai organisations. The
SevenQC tools, which are also widely used, are important for better quality
and these tools can be applied for problem solving and continuous
improvement. However, it was reported in the survey study in Chapter 4 that
less than fifty per cent of the companies responding to the questionnaire
applied such problem solving techniques in their companies. Also, only
twelve and eight per cent of respondents respectively reported that they
applied QFD and Taguchi techniques. It is obvious that the more advanced
techniquesare less widely used in Thai organisations. Nevertheless,it should
200
be noted that the quality techniquesand tools can improve quality of products
and servicesso that the company can compete in local and export markets.
8.2.2 Stages of development and implementation paradigms
The second dimension of the framework provides stages of
developmentwhich in Thai organisationscan be classifiedinto five stages:-
the unawarestage;basicstage;developingstage;maturestage;and sustaining
stage.A descriptionof the typicalcharacteristics

of eachstagefollows.
8.2.2.1 Unaware stage
The first stage of development of quality management is the unaware
stage. Companies which are in this stage are typically very small and/or
family-owned businesses. They have no formal system of control quality for
their productsand services,and they do not use any kind of tool and technique
at all in their organisations. People who work in an unaware-stagecompany
usually just do their job, often with carelessnessabout quality since they are
not provided with training or education on quality. Management in these
companiesare typically fire fighting. Quality problems 'suddenly occur' and
need to be solved immediately, usually by the top manager who is generally
the owner. There is no quality planning, monitoring and control, not to
mention improvement,in thesecompanies.
In a small company with few workers, perhaps 10-20, it seemsas if
quality systemsand techniquesare not necessary,since managementmay be
able to manageand also cope with most problems effectively. However, for
the managementto be more efficient and have a vision to lead their company
201
towards better performance and profit, more formal quality managementis
necessary. Moreover, if a company expands or becomes bigger, it needsto
develop somesuitable approachto organise for quality, in order to control and
ensure the quality of its products and services. Hence, for a company to
compete effectively and survive in turbulent markets, it is important that they
improve their standardto the next stageof development.
8.2.2.2Basic stage
It can be suggestedthat most Thai organisations, particularly SMEs,
are in the basic stage of the quality management framework. As in other
countries, QC was applied first in industry and was later developed to more
systematicQA system. Quality planning for inspection of incoming material
and in-processproduct, as well as final inspection are crucial. However, many
Thai companies do not have a full QA system because they started their
businesswith perhaps only ten workers and did not realise the necessity of
quality control until they were frustrated by problems such as high reject rates,
a large number of customer complaints, hectic production, etc. They then
started setting up a system, however they develop only a basic QC/QA
function, using simple techniques such as sampling plans, to control the
quality of their productsand services.
Employees in Thai companies, especially operators, have little
education. They are not given enough education and training by management
because of the notably high turnover rate of the unskilled workforce.
Nevertheless,the managementin a basic stagecompany may try to make such
202
employeesbecome more aware of quality through effective communication
and proper educationand training.
In short, a company in the basic stage has basic quality system and
applies some basic tools, e.g. statistical sampling. The workforce in a
company in this stageshould be encouragedto recognise and be aware of the
importance of quality through activities such as 5-S practice and awareness
training.
8.2.2.3 Developing stage
In the developing stage, a company may have a more complicated
quality system such as one based on the ISO 9000 series of quality systems
standards,but this not always necessary. People in such an organisation are
typically more involved in quality activities, for example quality improvement
projects, perhaps through QCCs, and they are trained and provided with
techniques,i.e. SPC and seven QC tools, to apply in their jobs. Most of the
foreign-owned as well as big Thai companiesare currently in this stage. In the
medium term future most Thai SMEs should also be able to achieve this stage
of development through the effects of implementing ISO 9000. However,
they also need to encourageemployeesto participate and be involved in all
activities concerning quality improvement, as there is evidence that ISO 9000
if not well implementeddoesnot encouragecompany employeesto participate
in quality activities. More tools and techniques have to be provided to the
workforce and taught so that they can be applied properly.
203
8.2.2.4Mature stage
The mature stage is seen in an organisation that is committed to
quality, and the concept of the internal and external customer is well
understoodby all its employees. They have enough knowledge not only to
solve problems as they occur by themselvesbut also to create new processes
or proceduresin their jobs, to improve quality, prevent problems, reduce costs
and increase productivity. A company in this mature stage can effectively
integratethe systemsthey have, together with people and techniques. Systems
may be flexible since all employees are committed to quality and have
advancedtools and techniquesto help them work on quality improvement by
themselves. At this stage,an organisation can use businessexcellencequality
models,such as the Thai NQA, to examinetheir organisation.
8.2.2.5 Sustaining stage and implementation paradigms
As the quality managementjourney is an ongoing process and the
target should be continuous and 'never ending' improvement, an organisation
which has successfully reached the mature stage needs to keep up its
momentum to maintain quality. However, after a company has gone through
its quality journey for some time, it will become difficult to maintain or
continue with the sameapproachbecausethat approachmay eventually lead to
diminishing returns (Whittle et al, 1992). Hence, the framework provides the
sustaining stage with a third dimension, which is that of implementation
paradigms, in which an organisation to examine for themselves as to which
paradigm they were operating in when they first reachedthe mature stage,and
204
select a new paradigm to refresh the motivation of their companies and
maintain momentum.
In summary, the framework of quality management in Thailand
provides an understandingof the overall picture for Thai industry and provides
a means to examine themselves. Moreover, it can also be a guide for Thai
industry to embark on its quality journey.
8.2.3 Evaluation of companies against the framework
Figure 8-2,8-3 and 8-4 give examples of evaluation of the status of
participating companies for each of the three researchprojects in this study.
As shown in Figure 8-2, it can be seen that all three companies which
participated in the TQM study; Siam Refractory Industry (SRIC), Toshiba
ConsumerProducts (Thailand) (TPT) and Read-Rite (Thailand) (RRT), are at
either the mature or sustaining stagesin terms of system and techniques. As
SRIC and TPT have already had a long quality journey, they are in the
sustainingstage. RRT, which started its TQM project three years ago, is now
entering the mature stage. However, with respectto the employees,only TPT
seems to be able to achieve real company-wide quality consciousnessand
commitment to quality. Whilst employeesof SRIC are in a developing stage,
the RRT employeesare only in the basic stage. In terms of implementation
paradigms,as describedin the TQM study in Chapter 6, these companiesare
representativeof different paradigms.
An equivalentevaluationof the five companiesparticipating in the ISO
9000 study is illustrated in Figure 8-3. They were either in the unaware or
205
basic stagesbefore implementation of their ISO 9000 quality systems. In the
aspectsof systemand techniques,two of the collaborating companieswere in
the unaware stage while the other three were in the basic stage, and it is not
surprising that all five companieswere in the unaware stagein terms of people
aspects. However, after they have established a quality system complying
with ISO 9002 requirements, every company could be classified as in the
developing stage. However, the involvement of employees,especially at low
level such as shop floor operators,was still lacking although quality awareness
was obvious in these companies, as was the application of tools and
techniques. Hence, it should be noted that companies that have progressed
from the unaware stage to the developing stage by implementing ISO 9000
might not yet have their people and techniques in the developing stage,but
only in the basic stageas shown in Figure 8-3.
In Figure 8-4, the four companies studied in the TFQSS project,
excluding the pharmaceuticalcompany, all were in an unaware stage for all
three aspectsof quality management. After they implemented the TFQSS,
they enteredthe basic stageand show potential to go forward to the next stage,
which is the developing stage.
As regards the quality management implementation paradigm,
although a formal analysis was not undertaken, the author considers that all
companiesin both the ISO 9000 and TFQSS studies were operating in a VTQ
paradigm. Whittle et al (1991) stated that 'there is greater chance of
organisationswhich begin with the 'VTQ' moving successfully into the 'PTQ'
and 'LTQ' models than vice versa. Failure to adopt 'VTQ' at some
206
stage.....usually gives rise to the "headlesschicken" scenario'. This study also
reinforced the widely-held view that the initial phasesof a quality programme
need strong leadership

management and commitment
207
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8.3 Key elements for successful TQM
When considering the successof TQM adoption, failure rates of up to
eighty per cent have been reported (Reavil, 1998). However, it has been
arguedthat a major problem in TQM implementation is lack of understanding
of the imperatives of the TQM concept. Even though there is no single route
for implementing TQM, there are common fundamental elements which are
acceptedto be successfactors in a TQM journey. Mann and Kehoe (1995)
have identified seven primary and twenty-four secondary factors influencing
TQM implementation, called 'quality critical organisational characteristics
(QCOCs). They believed that the most critical factors to TQM successare
organisational stability and management commitment. However, they
considered that all QCOCs change with time, vary for each quality activity
and dependon the stageof quality activity development. They suggestedthat
organisationsshould examine their QCOCs before implementing TQM and be
awareof changesof QCOCs, that way the organisation can be ready to change
their approachto meetthe changing situation.
As discussed in a previous chapter, it was found that the three
companiesin this TQM study had adopteddifferent, but successfulapproaches
to TQM implementation, and it was clear that they had in common several
characteristics of successful TQM implementation. The following sections
describe the key elements for successful TQM, which agree with previous
studies in the literature such as those by Mann and Kehoe (1995), Powell
(1995) and Czuchry et al (1997).
211
8.3.1 Management commitment and leadership
It is emphasisedby all practitioners that effective managementand
leadershipare essentialin order to embark on a successfulTQM journey. It is
the responsibility of senior managementto encourage trust and involvement.
According to Juranand Gryna (1993), commitment to quality is important, but
it is not sufficient alone, active leadership by management,including senior
and middle management;supervisors; and specialists, is also required. It is
one of the key ingredients for successfulTQM adoption. A deep respect for
one's superior and for seniority is one of the particular aspectsof Thai culture.
This feature can help a management,who are committed to quality and have
leadership abilities, to lead the workforce and their company to successful
TQM implementation.
8.3.2 Teamwork and employee involvement
Organisationsthat are on the TQM road use teamwork as their vehicle
for changeand mechanismfor involving people in quality improvement. Most
organisationsthat implement TQM encouragetheir employees to be part of
quality teams in order to identify problems and solve them, and to look for
opportunities to improve their work. Examples of teamwork are quality
improvement teams; cross-functional teams. QCCs are one of the key
Japaneseapproachesthat are believed make a significant contribution to their
quality success.Teamwork should start at level

management to be an example
to their employees. Compared with some other Asian nationalities, Thais
consider themselvesas a workforce to be relatively individualistic, as a result
it might be difficult for them to work as a team. However, freedom of thought
212
during brainstorming sessions and reward and recognition for good
teamworking can motivate people to recognisethe importance of working as a
team.
8.3.3 Employee training and development
Human resourcedevelopmentis considered to be a key successfactor
in TQM implementation. As mentioned in the previous section people are one
of three important aspectsof TQM framework, and education and training of
people are vital in quality improvement programmes. Most of Thai
manufacturing industry is composedof labour-intensive operations and more
than 70% of Thai workers have only primary school education (Sheehan,
1998). As describedin Chapter 3, to become technologically more advanced
Thai industry needsto upgradeits capabilities and this requires skilled labour.
However, Thailand may not have enough educatedand skilled labour to serve
the demand of an advance technological industry (Chantramonklasri, 1997).
Hence, continuous education and training driven by the company are crucial
issuesto developtheir employeesto be a valuable resourcefor company.
8.3.4 Effective communication within the organisation
Good and effective communication between management and their
is
employees consideredvital for TQM implementation. Employees' attitudes
and behaviour can be influenced by effective communication. Management
level staff should be trained in communication skills (Oakland, 1993). Again,
one of the key characteristicsof Thai people is their independentnature. It is
important to provide information and get them to be involved in quality
213
programme since a lack of information might frustrate people and the
consequenceis resistance from workforce. Effective communication can
bring about good relationship betweenmanagementand the workforce in Thai
organisations.
8.3.5 Customer focus
Customerfocus implies determining what the customerswant and need
becauseif an organisation understandits customers' requirements, it has the
opportunity to supply its customers with products or services that fill them
with surprise and delight (Bergman and Klefsjo, 1994). It should be stressed
that the customermeansboth external and internal customer.
8.3.6 Performance measurement
Performancemeasurementis the key indicator of quality improvement.
It is important for an organisation to set long-term and short-term objectives in
TQM implementation and continually measurewhether the set targets have
been achieved. It is also important that the quality performancemeasurement
be well defined. Competitive benchmarkinghas beenreported to be one of the
tools that can be applied as part of the planning and vision setting phaseof the
TQM implementationprogramme(Terziovski et al, 1996).
8.3.7 Continuous Improvement
TQM is a 'never ending' processand the target should be continuous
improvement. Using tools and techniques,such as problem solving tools, is
important for quality improvement. All employees including front line
214
operators should be provided with education and training to develop their
capabilities to improve their own work.
The Thai national culture has many of the social qualities which would
support effective implementation of a variety of approachesto TQM. The
companies in the TQM study clearly demonstrated that both Japanese-style
and American-style approachesto TQM can be effectively implemented with
a Thai workforce. The researcherpredicts that the influence of both Japanese
and Western TQM practices will tend to permeate from the larger
organisationsfeatured in this study, to the many smaller Thai companieswho
are currently interestedprimarily in ISO 9000 seriescertification.
8.4 ISO 9000 series of quality systems standards
It is certainly the case that ISO 9000 series of quality systems
standardshas improved quality awarenessin Thai industry. Not until 1990
was the ISO 9000 seriesadoptedas Thai national standards,previously quality
management in Thai owned companies was usually managed informally.
Even though the number of certified companies has tremendously increased
since 1992, it is however relatively low compared with some other Asian
countries,and an ISO 9000 seriescertificate will often be advertisedwidely by
its proud possessor. The following sections surnmarise and discuss the
important results of the ISO 9000 study.
215
8.4.1 The implementation issue
The results from the survey and the action research described in
Chapter 4 and 5 respectively reveal critical aspects of ISO 9000
implementationin Thailand. Theseare the reasonsfor implementation and the
implementationprocessas well as successfactors and obstacles.
8.4.1.1Drives for pursuing ISO 9000
The driving forces which encourageThai industry to pursue ISO 9000
come from both external and internal influences. In the survey study as
explained in Chapter 4, it seems that Thai companies had strong internal
motives for seeking ISO 9000 certification. However, the results from the
action researchon ISO 9000 implementation indicated that the main motives
which initially persuadedthe five case-studycompanies to go for ISO 9000
to
appeared result from external influences. However, after they had been
implementing the system for some time they realised the potential and sought
to
ways obtain the maximum internal benefits from the process. Apart from
the well-known international acceptance of the standards, incentives and
support from governmentare some of the main external drivers for companies
to pursueISO 9000.
8.4.1.2 Implementation process
The implementation process in general consisted of six main steps:
training, documentation, implementation, internal quality audit, corrective
action and registration audit. A simple model identifying four types of ISO
9000 implementation processwas used to illustrate implementation progress
216
under various conditions, based on the speed of the process and the progress
style. The possibilities are fast-continual, slow-continual, fast-intermittent and
slow-intermittent implementation process. The features of these are
extensively describedin Chapter5.
8.4.1.3 Implementation factors and obstacles
Identifying the implementation factors and obstaclesin the ISO 9000
implementationprocessare crucial becausecompanieswhich decide to pursue
ISO 9000 will be assistedto foresee potential problems and be prepared to
overcomethem. Teamwork, consisting of the right managementlevels, plays
a very important role in the implementation process. Top management is
also important in terms of leadership and support. Resistance from the
workforce can inhibit progress of the implementation process. External
influences can help or hinder the project. For example, the Thai financial
economic turmoil set back most of the casestudy companiesin the ISO 9000
implementation process. Working with standards documents, language
difficulties and interpretation are also particular problems for Thai industry.
Infrastructure to support the implementation process is also lacking - this is
discussedin the next section.
8.4.2 The national Impact on Thailand
It can be concluded that ISO 9000 has had a significant impact on
Thailand as a nation. After ISO 9000 series were adopted as national
standards,they became a big issue in the country since they were widely
acceptedand promoted by Thai industry as part of an effective strategy for
217
competitive advantage in the global market. From this study, it was
discovered that there is no complete infrastructure system to support Thai
industry in meeting someof the requirementsof ISO 9000.
8.4.2.1 Impact on quality awarenessamong Thai
ISO 9000 has becomea quality logo for Thai companies. When they
successfully achieve an ISO 9000 series certification, they normally celebrate
and advertise it widely. Most of the big companies in Thailand, including
both Thai-owned and foreign-owned, were pioneers in acquiring ISO 9000
certification. They promoted their successful registration through the media
such as television and newspapers. These promotional activities by the
pioneering companiesmotivated the general Thai public to be more aware of
quality. However, as those more expert know, certification to ISO 9000 does
not always meana quality product or service.
8.4.2.2 Impact on Infrastructure requirements
It hasbeenrevealedthat calibration systemis one of the main obstacles
for companies in Thailand. There are not enough laboratories to provide
traceable calibration service to companies in order to meet the requirement
(clause 4.11) of ISO 9001/2/3. The requirement is that the measuring
equipment used must be calibrated and the calibration shall be traceable to
national or international standards.
Good quality ISO 9000 consultancy is another issue. Due to the fact
that the language issue causessome difficulty to practitioners who usually
prefer to use their mother tongue, this leads to strong demand for good
218
consultancy serviceswhich can help Thai industry interpret the standardsand
also provide them with quality management expertise and knowledge.
However, becausequality managementas well as ISO 9000 quality systems
standardsare both relatively new issuesin Thailand, there are few competent
professional consultants, and it is very expensive to hire one to help a
company establishits quality system.
8.4.2.3Impact on education requirements
Education has long been a problem for Thailand. In spite of an
emphasison education and human development in the most recent economic
and social development plans, Thailand's education system is still behind
those of most neighbouring countries. Only approximately 40% of Thai
children attend secondary school, compared with about 50% in Indonesia,
60% in P.R.C. and Malaysia, 70% in Singapore,75% in Philippines and 90%
in South Korea and Taiwan (The Economist, 1997). Most of the workforce in
manufacturing industry are drawn from people who have only a primary
school education. Although the cur-rentminimurn amount of education in
Thailand is six years, about 75% of Thai workers have only four years of
education (Bangkok Post, 1997). Hence they are not familiar with
documentation and paperwork. The common practice in daily work is to
follow a supervisor's verbal instructions. ISO 9000 quality systems
implementation enhancesthe education requirement since a documentation
system needsto be establishedand the workforce should have ability to work
with documents,
such as written work instructions.
219
8.4.3 Impact on organisation
It is clear that if companies implementing ISO 9000 go through the
process of implementation consciously, their organisational culture will
gradually change since an effective implementation process requires the
involvement of employees and an improvement of their understanding of
quality. Four aspectsof the impact of an ISO 9000 implementation process
were identified through a reversed cause-effect diagram shown in Chapter 5.
Theseare classified as structural,process,cultural and managementchanges.
8.5 Basic quality system
Having identified that majority of Thai industry are SMEs, many of
which are family-owned and managed with few formal business systems.
Such a traditional Chinese style of management/businessculture is typical of
Thailand's manufacturing industry. Successful quality systems
implementation needsgenuine managementcommitment. It is necessaryfor
managementstaff who are family members to be convinced that quality is
essentialfor their business. Although the ISO 9000 series of quality systems
standardsis addressedas an entry-level standardsfor international markets,for
Thai SMEs it is regardedas a complicated system due partially to difficulties
with language and interpretation. In addition, the coming ISO 9001:2000
version of the standardsappearsto be more like a process-orientedbusiness
excellencemodel.
There are strong indications that trying to jump from scratch to a
complicated system can be a frustrating process and discourage people in
220
moving forward on a quality journey. Setting achievable goals and meeting
them first would encouragepeople in an organisation to see ways to continue
with their quality programme. Indeed, the TFQSS which is a 'foundation
level' quality systemsstandardand has been proved to be easierto understand
and implement, is suitable for Thai SMEs to start with.
Competent and professional consultants can help companies
the
understand of
requirements the TFQSS standardand take the first step
towardsmeetingthem. Therefore,appropriateadvice and assistanceshould
ideally be madeavailableat economicconsultancyratesto SMEswishing to
the
adopt This
standard. maybe a policy issuefor Thai governmentagencies.
The external audit approachhas been found to be a strong motivation
on Thai companiesto achieve the standard requirements. Hence, an official
certification processshould be made available to allow recognition at national
and international level for companiesachieving the standard.
8.6 Policy implications for Thailand
Although this study was not originally designed to focus on
government policy issues, it has revealed some interesting points for
to
government consider. It is notable that the infrastructure to support Thai
industry in implementing quality managementis somewhat lacking. Unless
this need is met, Thai industry might lose its chanceto be competitive not only
in export markets but also in its domestic market. Certain issuesthat should
be tackled by governmentare identified and discussedbelow.
221
8.6.1 Education
It is generally accepted that human resource is the most important
factor for a nation to be able to develop economically. As discussedin the
previous sections,Thailand lags behind neighbouring countries in the number
of educatedpeople and in skilled labour. It has been confirmed by this study
that a Thai workforce is not familiar with documentation work due to their low
educational level. In the near future, Thai manufacturing industry will be
shifting towards more advancedtechnology and automatedsystemswhich will
also require a workforce that has the capability to adapt themselves, be
flexible and be willing to learn new things in their jobs. It will be very
difficult for a Thai workforce with low education to do this effectively.
Continuouseducationand training could provide an opportunity for the
Thai workforce to improve their capability. As the turnover rate of workers is
usually high in Thailand, companiesmight not be willing to provide education
and training to their workers to a great extent. However, this matter should
not be overlooked by government. Support and incentives should be made
available for companieswhich give their workers a chance to improve their
capability through educationand training.
8.6.2 Calibration systems
Most of companiesstudied in this researchhad difficulty getting their
and
measurement inspectionequipmentcalibrated, for two reasons. First, they
did not have a great deal of knowledge about metrology and most of them had
never been concerned about such matters before. Actually, some types of
222
equipment can be calibrated within the company and it would be more
convenient, cost effective and time-saving for a company to have their own
calibration system which should be of course traceable to national or
international standards.However, they may not have enough knowledge to set
up the required facilities. Therefore, they need an outside calibration service
for almost all the equipment in their factories. This uncovered the second
problem, in that Thailand has too few calibration laboratories to serve the
demand from Thai industry. According to Sripaipan (1994), there were then
only five main organisations,that provided calibration services to the private
sector and thesehad together calibrated only about 15,000 items of equipment
in 1993. A visit to one of these laboratories in 1997 revealed a large backlog
of work awaiting calibration, including many simple steel rules.
The importanceof metrology and knowledge of the subject area needs
to be promoted in Thai industry. This is one of basic disciplines for
manufacturing industry to produce products and services which conform to
specified requirements.
8.6.3 Certification and accreditation systems
In order to help Thai industry to be competitive, ISO 9000 has been
promoted as one of the tools to penetrate international markets. After some
delay, a national schemefor certification and accreditation has now been set
to
up so as support ISO 9000 system registration. However, it is vital that
such a system must be internationally acceptedso that it can really help Thai
industry in export markets. Like the PSB in Singapore and SIRIM in
223
Malaysia, the ISO institute which was established in 1998 to take over the
certification task from TISI, should consider making mutual agreementswith
well known certification bodies that are internationally recognised, so that it
can compete with foreign certification bodies and maintain a suitable
cost
assessment for Thai industry.
It was found in the TFQSSstudy that an externalaudit approachhas
strongmotivating impact on the companiesto achievethe standardTFQSS
an
requirements, official TFQSScertificationprocesswhich is accreditedby
TISI should be made available to allow recognition at a national and
internationallevel for companiesachieving the standard. Certain Thai
have
agencies
government functionsin similar areas,suchasthe ISO institute,
be to
and should encouraged collaboratewith NSTDA in implementingthe
TFQSSasa Thai nationalstandardwith appropriateback-upandmarketing.
8.6.4 Professional and qualified consultants and assessors
There is currently a great demandfor quality managementconsultancy
services in Thailand. It is clear from this study that Thai companies,
particularly SMEs, do not have enough knowledge on this matter and often
need to seek assistancefrom external consultants. However, if consultancy is
too expensive for them, these companies will not have the opportunity to
improve their quality management. Only a limited number of local qualified
consultantsare available to provide professional consultancy servicesto Thai
SMEs. Moreover, there are very few materials in Thai concerning quality
which
management are simple and easy to use by practitioners. It is therefore
224
suggested that government should encourage Thai SMEs to learn by
themselves,by providing simple tool kits to enable them to examine their
organisationsand design suitable implementation, with less external assistance
or even without any external assistance.
Professionaland qualified quality systems assessorswho are locally-
basedand who can communicatewell in Thai are also very scarce. It should
be a governmentmatter, to ensurean appropriate number of qualified auditors
to undertake quality auditing in Thailand. Along with the accreditation
scheme that TISI operates, ensuring the competence of the auditors and
perhaps registering them is another function that TISI should take
responsibility for.
8.6.5 Research and development
There is very little research and development in the area of quality
in
management Thailand. Most of Thai companiesare not interested in doing
this kind of researchand seldom collaborate with academicinstitution to carry
out research. As the application of quality managementvaries according to
culture, location, type of industry and so on, Thai organisations with their
unique characteristicsshould be studied in their own context in order to gain
knowledge that is specific to the Thai aspects. Thai practitioners and
industrialists should be encouragedto do researchin their own organisations
or co-operatewith researchand academic institutes so that the knowledge on
quality and
management its application can be useful both to themselvesand
other Thai organisations.
225
8.7 Quality management in developing countries -A model
As described in Chapter 2 and 3, quality managementin developing
countries including Thailand has been establishedand developed in much the
sameway as with developedcountries. Having discussedquality management
in Thailand extensively in previous sectionsof this chapter, considerationwill
now be given to quality managementin other developing countries. This
section suggestssome criteria for the assessmentof national development in
quality management,in order to draw up a comparative ranking of quality
development,especially in the South and East Asian region. The criteria that
are helpful to position the status of a particular country are discussed in the
following sectionsand are also summarisedin Table 8-1.
226
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8.7.1 Nation-wide promotion of quality through education and

training
Promotion of quality at a national level is important to develop quality
awarenessamong people, who are customers and consumersof products and
services,and among companies,which are producers and suppliers. Workers
of course are also consumers. The dissemination of quality awarenessis
necessarynot only to enable companiesto compete in local and international
markets, but also to improve the quality of people's lives. It is common for
governmentsand their agenciesto play a crucial role in continuous promotion
of quality activities in a country. However, private-sector involvement is also
essential.
Whilst in developed countries which are generally classified to be in
sustainingstageof the spectrumof quality development (as shown in Figure 8-
for
non-profit organisations, example ASQC in USA and JUSE in Japan,
are very active in promotion of quality activities at national level, in
developing countries where these do not exist the government needs to be
more active in promotion of quality management. However, the role of
government should gradually change to become a supporting role when a
country developstheir quality activities to more advancedstage. An important
issue is the development of an effective national body to support quality
management professionals, such as consultants and practitioners, and
encouragequality in
management industry.
229
8.7.2 Competent consultants
One of the main problems that obstruct the progressof quality
prosperityin Thailandis a lack of competent (Bhandhubanyong,

consultants
1999). It is confirmedby this studythat Thai companies,particularlySMEs,
from professionalconsultants. However,it takesa

do often needassistance
long time to develop competentconsultantssince it requires not only
knowledgeof qualitymatterbut alsoexperienceto improvetheir capabilities.
The NICs, as well as Malaysia seem to be effective in developing
consultants. They first sought help from their more developed counterparts.
Countries such as Singapore,Malaysia and PRC are very active in inviting
foreign lecturers(Sandholm, 1988). Regional offices of consulting firms from
developed countries are based in these countries. Working with these firms
can speedup the improvementof local consultants' capabilities. Indeed, small
countries like Singaporehave advantagesbecausesmaller numbers can fulfil
the demands of the country. However, larger countries like Thailand,
Indonesiaand the Philippines should be more efficient in developing a body of
qualified local consultants.
8.7.3 Standardisation, certification and accreditation systems
Standardisationplays an important part in the developmentof a
country's industry. It is normally associatedwith a product certification
which
programme, involvescheckingandcertifyingthatproductscomplywith
the relevantstandards.A countryhasto havea nationalstandardsbody to be

for
responsible preparingnational standardsand providing the necessary
230
infrastructure to be used by industry. NIST in USA and BSI in UK are
examples of organisations that have standardisation functions. Third-party
certification provides consumers who buy products with confidence that such
products are safe and meet specified requirements. Third-party certification
can take various forms which might be combined together, such as type
testing; audit testing and assessment(Sandholm, 1988). This leads to a
demand for accreditation of organisations that provide testing service. In
developed and industrialised countries, all activities concerning
standardisation, certification and accreditation will typically be well-
developed. However, such activities are less well-developed or in an early
stagein developing countries.
Accordingto availableliterature,all of the NICs and most of South
and East Asian countries, except Laos, Cambodia and Myanmar, have
an
established extensiveinfrastructureof standardisation,certification and
accreditationsystem. However,these are in practice at different stageas
previously in
described 2.
Chapter
8.7.4 The ISO 9000 series of quality systems standards
As ISO 9000 is well known and acceptedworldwide, the number of
companies that are certified against the standards is an important indicator
quality developmentin a particular country. However, there are many factors
that influence ISO 9000 certification processin each country, for example the
total number of companiesin a country and size of the economy, etc. It is
perhaps most appropriateto use the ratio of certified companies to the total
231
companies in industry of a particular country in order to compare between
countries. Unfortunately figures of total industrial companies in a particular
country are not available. Hence, in this study, an overall percentage of
certifications is used taken from ISO data, which gives useful trend
information over time.
As is shown in Table 8-2, Singapore is very effective and efficient in
ISO 9000 establishment. In the earlier stage of ISO 9000 series introduction,
Singaporethrough the PSB successfullyencouragedcompaniesin the country
to register to ISO 9000 standards. Malaysia, Hong Kong and Taiwan had a
greater shareof ISO 9000 certified companies than others, except Singapore,
during the first few years. Korea followed a little later. As China and India
are very large countries with many economic problems compared to some
others, they therefore took a longer time to make ISO 9000 prosper in
industry, but their sheer size may soon overwhelm the figures of other
countries.
Countries, such as Indonesia,Thailand and the Philippines, were quite
slow to have a large number of certified companies compared to the NICs.
However, they are still aheadof countries like Brunei, Myanmar and Vietnam.
232
Table 8-2 Share in percent of selected countries in the ISO 9000

certifications (Calculated from the ISO survey, 1997)
Country Jan. Sept. June Mar. Dec. Dec. Dec.

share 1993 1993 1994 1995 1995 1996 1997
Brunei 0 0.2 0.1 0.1 0.3 0.4 0.7
China 1.9 2.9 6.4 6 7.8 26.7 20.8
Hong Kong 13.1 13.2 14.2 11.6 11.4 10.3 6
India 1.5 6 13.9 12.4 15.7 12.6 10.5
Indonesia 0.2 0.7 0.9 1.2 1.9 2.7 4.7
Malaysia 23.2 18.3 10.9 13.3 10.6 8.8 5.9

Myanmar 0 0 0 0 0 0.01 0.01
Philippines 0 0.3 0.5 1.7 1.6 1.2 2.3
Korea 5.1 7.1 9.6 8.2 9.5 7 21.2
Singapore 46.2 42.8 28.1 21.2 18.2 14.2 10.6
Taiwan 8.2 7.9 14.3 22.4 20.8 14.8 13.2
Thailand 0.6 0.7 1 2 2.2 1.4 4
Vietnam 0 0 0 0 0.01 0.01 0.05

J,
Total % 100 100.1 99.9 100.1 100.0 100.121 99.96
8.7.5 Total quality management (TOM)
Adoption of TQM may be unavoidable if companies wish to be
competitive in the global market. Nowadays, global competition is severer
than ever. It should be national policy to educatepeople, especially executive
in
management organisations,to realise the important of quality management
and how to embark on a quality journey. Izumai and Whitfield (1997) suggest
that 'as Asian countries and states becomes more industrialized, stratified
markets begin to become more unified, and the labour costs of 100%
233
inspection increase, the requirement of TQM implementation will likewise
increase'. The number of organisations that implement TQM is, among
others, an indicator of stageof quality development in a particular country.
It is impossibleto acquire an exact number of companiesimplementing
TQM in a particular country. However, the literature concerningTQM
implementationin somecountriessuch as Singapore,Malaysiaand Taiwan,
etc. providesa sense

general of the prosperityof TQM in their countries. It
seems that again the NICs have realised the importance of TQM
beforetheir less-developed
implementation counterparts,suchasThailand.
8.7.6 National quality award (NQA)
A nationalquality awardcanbe usedas self-assessment

criteria for an
organisation which embarks on quality journey, to evaluate their status and
progress. As an example, the US Malcolm Baldrige National Quality Award
(MBNQA) was established in 1987 to 'promote an understanding of the
requirements for performance excellence and competitiveness improvements
to
and promote sharing of information on successful performance strategies'
(NIST, 1999b). It has beenreported that this programme has had a significant
impact on US national competitiveness and the success of individual
companies(NIST, 1999c). The Deming Prize in Japan,the EuropeanQuality
Award and other national quality awards have similar objectives to the
MBNQA, but they have their own programme. Many national award criteria
however are basedon the MBNQA.
234
The NICs, such as Singapore, Taiwan and Korea have established
NQAs to encourageand promote quality concepts in their industries. Vietnam
has also launcheda 'Vietnamese Quality Award' in 1995 (STAMEQ, 1999).
Thailand is in the processof setting up its own NQA. However, substantial
South and East Asian countries such as Indonesia and the Philippines have not
yet shown any evidenceof the establishmentof a NQA.
8.7.7 Perceptions of quality level in the global market
Becauseof globalisation,the world often seemsto be 'smaller' than
before. At present,it is much easierto design a product in one place but
and
manufacture supplyit from location
another on the othersideof the world.
Due to increasingfree tradeareas,productsproducedby companiesin many
countriescan be suppliedwithout tariff barriers into any market as long as
thereare customersto buy it. However,customerperceptionsof the quality
level of products from particular countries are differentiated. Quality of
product is of course not dependent only on the management of quality in
companies. There are many factors to be considered,for example indigenous
raw materials and technology etc. However, a perception of quality level in a
is
market one of the criteria which can indicate how well quality management
is developedin a country from which those products are sourced. Japanis the
classic example. The reputation of Japaneseproducts change dramatically
after World War IL from 'bad' to excellent' products becauseof their progress
in quality management.
235
Typically, the reputation of products from developing countries is not
yet thought to be good. They are able to penetrate into markets on the basis of
low price. Some of the NICs, especially Singapore and Korea, now have a
quality reputation in some markets similar to that of European countries or the
USA. On the other hand, there is virtually no perception of quality level for
countries like Myanmar and Vietnam which have very little presence in
international markets.
8.7.8 Research and development (R&D)
As mentioned before, there are very few publications related to R&D
on quality management in most developing countries. However, it is
important that R&D is carried out in order to obtain knowledge that is specific
to a particular national context. In developed countries, R&D is thought
is by
necessaryand widely conducted academic,consultantsand practitioners.
Consultantsmight come from academic,and vice versa. They can contribute
their knowledge and experiencesto researchand academic community which
will be very useful for both practitioners and researchers. However, in the
developing countries,such R&D is still in an early stage.
Using the criteria describedabove, quality managementin developing
countries can be shown against a developmentalspectrum, as shown in Figure
8-5. The stagesof quality managementdevelopmentalready suggestedin this
study for individual companies have been used to help illustrate the
comparative status of selectednations in what might be called their 'national
quality journey'. The position of a particular country can be in between two
236
stagesof developmentdue to the various criteria taken into account. It has to
be stressedthat this model is somewhat speculative, and in the nature of a
proposition or hypothesis, as it is based on a review of literature and on
general knowledge about the selected countries. This model should be
validated using primary data which cannot be done within the scope of the
current study.
As shown in Figure 8-5, quality managementin developed countries is
classified as being in the sustaining stage. The so-called 'gang of four' NICs
(Singapore, Hong Kong, Taiwan and South Korea) are moving from the
developing stageto the mature stage. Malaysia is lagging behind, but moving
up to join them. Among developing countries in the South and East Asian
region, Thailand is in the middle of the spectrumof development.
Figure 8-5 Quality spectrum of developing countries -A proposed model
Unaware Basic Developing Mature ustaining

stage stage stage stage tage
Malaysia Singapore
Vietnam ýe
Dýevel?pe
Thailand
Myanmar Hong Kong '
countries i.
ie.
Indonesia USA, Japan
Cambodia Taiwan
The Philippines
Laos Korea
China
India
237
8.8 Limitations of the research
As mentioned before, the objectives of this study were to investigate
quality in
management Thailand and to compare a Thai perspectiveon quality
managementwith that of other developing countries. A carefully designed
researchmethodology was employed to investigate these complicated issues.
In this approach, there are however certain constraints and limitations that
be in to
should noted order clarify and justify the researchcontribution.
8.8.1 Selection of case study companies
A case study researchmethodology was used in three of the research
projects described in this thesis. As stated in Chapter 1, the rationale for
selection of case study companiesin the TQM project was different from the
other two projects, the ISO 9000 and TFQSS studies, which were financially
supported by NSTDA. This support involved both advantages and
disadvantagesto the individual research projects. In the TQM study, the
researcher carefully selected companies using the logic of theoretical
replication, as described in the research methodology section of Chapter 1.
This could not be done in the other two projects because the criteria of
company selectionand financial support were defined by NSTDA regulations.
Such criteria must provide fair opportunities for Thai companiesto participate
in any project which has governmentagency support. NSTDA gives priority
to SMEs becauseone of its main functions is to strengthenThai manufacturing
industry, especially SMEs. However, the company selection criteria defined
by NSTDA did not jeopardise the outcome of the research. Nevertheless,it
238
must be stressedthat the study on ISO 9000 and TFQSS implementation was
carried out in Thai SMEs for this reason.
8.8.2 Access to the companies
In an empirical study, accessis one of the important factors neededto
be consideredwhen planning the research. According to Gurnmesson(1991),
accessmeans'the ability to get close to the object of study, to really be able to
find out what is happening'. In the action research on the ISO 9000 and
TFQSS projects, the researcherworked closely with the companiesas one of
the consultantsprovided by NSTDA. This gave her a great opportunity to
collect data by various means such as participant observation, interview,
documents,etc. The companies were open and willing to provide as much
information as required by the researcheras a result of the good personal and
professional relations that were built up during these lengthy externally-
funded projects.
In the TQM study, it should be acknowledged that the researcher's
ability to accessthe three companies was more limited. These were larger
companies,the investigation was not funded by NSTDA, and accessdepended
entirely on the good-will of company managers. Because of limitations of
time and availability in the companiesstudied in the project, only a number of
in-depth interviews, plant tours and company documentswere used as the data
collection method. Hence the findings of the TQM study were based mainly
on what had been reportedby informants during the interview, using a content
analysisapproachas describedin Chapter 6.
239
8.8.3 Secondary data analysis
Limitations of resourceand time available made it impossible to obtain
primary data from other developing countries. Hence, in the comparative
study of quality management between Thailand and other developing
countries, the analysis has been based on secondary data acquired from the
literature and previous studies.
8.9 Further research
As quality management has evolved in Thailand, it has brought
together much of the learning about good management that has occurred
across the country in recent years. However, it is still in its infancy and
empirical researchin this area is largely lacking. It is hoped that this study
will help provide a foundation of knowledge on quality management in a
holistic Thai context, and encourageThai academics and practitioners to be
increasingly interestedin this researcharea. As this study has covered a wide-
range of quality managementissues, recommendations for further research
arising out of it are numerous.
First and foremost it is important to further validate the TQM
framework proposedin this study. It would be valuable to empirically test the
framework in a number of scenarios,for example in a number of companiesof
the sametype, size, area,etc.
Seeking co-operation between countries in the same region to obtain
primary data for a comparativestudy of national quality development could be
240
carried out to confinn the proposed model of quality management in
developing countries. This will provide a useful perspective for practitioners,
especially in multinational companies, to apply in their organisations.
Since the study of TQM implementation in this researchinvolved only
three companies,which were Thai, American and Japaneseowned companies,
it would be of interestto studycompaniesowned from othernations,suchas
TaiwaneseandKoreancompanies,and also SMEswhich haveadoptedTQM
in their companies. This will provide useful information for TQM
implementation in different nationally-owned companies operating in
Thailand.
The TFQSS,which hasbeenprovedto be useful to small and medium
manufacturing industry in Thailand, could also be tried with other types of
industry, for example in the service industry and in public or non-profit
organisations. Furthermore, a study on how to move ftorn TFQSS to either
ISO 9000 or TQM would be interesting to researchers and the business
community.
241
8.10 Contribution to knowledge
This final section summarises the results of this research study in terms
of its contribution to knowledge. It is proposed that the research makes a
worthwhile contribution to knowledge on both theoretical and practical levels
as follows:
Previously, there were no known studies of the overall picture of quality
in
management Thailand. The proposed framework, developed during this
study, provides insight and an overview of the development of quality
management in Thai organisations. This contributes to academic
knowledge. Moreover, the framework can also be useful to Thai
organisationsin terms of practical quality managementdevelopment. An
organisation,which wishes to embark on or progress in its quality journey,
its
can examine statusagainst the framework in order to start, or improve a
particular aspectthat is found to be unsatisfactory.
2. The model of quality management in developing countries depicts
comparative characteristics of developing countries in terms of quality
activities and infrastructure. This provides academic and practitioners
with new insight into the development and implementation of quality
in
management developing nations.
3. Apart from Q-BaseCodedevelopedin New Zealand,currentlythe TFQSS
is the only basic quality system standard available for use. This basic
standard is the greatest contribution at practical level to Thai industry
resulting from this research. It has been proven to be easily understood
242
and implementedby Thai SMEs. Moreover, the companies implementing
the TFQSS have shown that their organisations progress in so doing from
the unaware stage of quality development to the basic stage.
4. As of today, there has been very little empirical work on ISO 9000. Most
of the previous ISO 9000 studies that the author came across in the course
of this research, were based either on survey methods or on anecdotal
experiencesof consultants/practitioners. Action researchusing grounded
theory analysis, which was employed in the ISO 9000 study, has shown
itself to be a rigorous study methodology and provides a greater
opportunity for a researcherto get close to the important issues of ISO
9000 implementation.
5. Finally, the integratedsurvey and action researchmethodology used in this
research has been demonstratedto be valuable and provide a choice of
approacheswhich others may use to study quality issues.

management
Finally to conclude,the primary objective of this researchwas defined
as 'to draw up an overall picture of quality managementin Thai industry and
to provide a useful perspectivefor its implementation and to compare it with
other developing countries'. The author would like to submit that this
objective has been achieved,to a great extent.
243
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254
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http://www. vnn.vn/tcvn/sys-en.htm
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255
References
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256
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257
Appendices
APPENDICES
The survey project
Appendix I Survey questionnaire
Appendix 2 Consulting plan
Appendix 3 Structuredinterview
Appendix 4 Cognitive maps of five companies
Appendix 5 An exampleof baseline evaluation report
Appendix 6 Proposalfor a study of TQM in Thai industry
Appendix 7 Core phrasesfrom TQM interviews
Appendix 8 Permissionletters from collaborating companies
Appendix 9 Summaryreport on responsesof commentators
Appendix 10 Thai FoundationQuality System Standard
258
Appendix 1
Appendix 1: Survey questionnaire
* Covered letter signed by the NSTDA director
* Covered letter signed by the researcher
e Questionnaire
259
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Appendix 1
Translation of
the covered letter of questionnaire signed by the NSTDA Director
2 August 1996
Subject: SurveyQuestionnaire
Dear Managing Director

(Name of a company)
The National Science and Technology Development Agency

(NSTDA) is a government agency for the purpose of developing the science
and technology system of the country in the support of the national economic
development. One of the main responsibilities of NSTDA is to provide
various forms of industrial development supports including standards,testing

and quality control to the private sector. Mrs. Ladawan Krasachol has been
working in the Standards, Testing and Quality Control (STQC) section as a

technical expert. She is currently studying PhD on quality managementin the
University of Nottingham, UK. Her research is concerning quality
management in Thailand, particularly ISO 9000 series of quality systems

standardsand Total Quality Management (TQM). And she has designed a
questionnaire in order to collect information about quality managementin

Thailand.
It has been considered that her research will be useful for Thai
industry as well as NSTDA industrial supporting activities. I would be
grateful if your company could participate in her researchby respondingto the

questionnaire.
Sincerely Yours,
(Prof. Yongyuth Yuthavong)

NSTDA Director
261
U301
UjW, U 1111 fj I ffi ?105' Uti Z III fIlIA? 16 Llý 1% 1 NATIONAL SCIEWE A%D DEVELOPNIBI AQ"
ý4'"IMJ 25.19
i j o9iouam rou ouiLnfnAin--ijutl,W I" ISO90001111-w

Llim -uarl-1Ili -)Iji, TQMiImTlJ4Iv-TntjIýmuj
Vv
.9
lifilu
?filiýIM1kIti LiuuttE)Utlllitfitilillul--ulifilull171 Iso 9000 lin-- TQM (flm lu

41u
IYI
tile-du ' 1
A
uinoniav niniviva u-nivinii mijimpu ninvitiou tict.
-miti-iiiju
91tilic imul Ilazziff-mu
f1juni-A
A1ý4; VI'lul Quality

n-wiivgjjýlcqcuiten Management niflITI Manufacturing
Engineering and Or. ration ManagementMU.
-Iff-imium-amY1University of No!tingham U1 dl'-Illff
i54nqw Iuni-,Iio
nA'@
11u.
6ultudiz Ifilm Aoqgqrrlm
ni 7wic4di-Miff ; 4,UOf1, 41fl7Ir" 'AwW7A910
)I1jf), U111ju
r1miaIN91
III C'N
VjI
ialk)(i un--iiUVOTImmil
4 v.- irmettu ni-Ai us inn 171frium tmlu u
A6.3;, Xu4-)vc go 'lluji

ua.-i4ni5, 4 it a nt a7l jjý ""' v 14.111
.4
; niýumlzzýu'W
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-'-'----.
cuiofniau nit-tiviva)
inlyinii
i, )*u4llwn?
ll4
4jujiloWli nl7llfltff)lj
41filla lkju Illar ifrim I li-I

Jill. 2487541-8,6425191-ý lur NutilrJU
2539
malu a
I. : *.' 0., .; ý
.. -...
Appendix 1
Translation of
the covered letter of questionnaire signed by the researcher
2 August 1996
Subject: SurveyQuestionnaire
Dear Managing Director

(Name of a company)
My name is Ladawan Krasachol and I work as a technical expert

in the Standards,Testing and Quality Control (STQC) section of the National
Scienceand Technology Development Agency (NSTDA). I am now pursing
PhD study in the Department of Manufacturing Engineering and Operations
Managementat the University of Nottingham, UK. My researchis related to
the development of quality management in Thai industry. In doing this
research, I need the information from Thai companies. Therefore, I have

designeda questionnairein order to collect the data that will be analysedand
the results from the researchare expected to be useful to Thai industry. I
confirm that the information provided by your company will remain strictly
confidential.
I would appreciateyour kind co-operation. After you fill in the
please
questionnaire, sendit back to me in the provided stampedenvelope.
Sincerely Yours,
(Mrs. LadawanKrasachol)
Technical Expert
'46
ý%-4
263
ISO 9000 AND TOM QUESTIONNAIRE
ulj? la, un-isiLnu, )nui:

LL, vugtni., niv4 ISO 9000 LLA.
- TQM
INTRODUCTION IJYI%Z'l
There is no doubt that the ISO 9000 series Of quality systems standards is well
known and accepted internationally. Although the ISO standards are not mandatory for
manufacturing companies, countries such as UK and USA have a large number of companies
certified to ISO 900119002 standards. The ISO 9000 series has become acceptable world-
wide because most certified companies have found significant benefits from ISO 9000
certification. It has been claimed that the achievement of ISO 9000 certification enhanced
not only external competitive advantages and a good image of the certified companies
themselves, but also internal improvement. However, there are criticisms concerning the
ISO 9000 series and conflicting reports on the results of ISO 9000 implementation. TOM
(Total Quality Management) is another quality system which is used world-wide. Some
companies implemented TOM first and used ISO 9000 as one of their TOM tools. Some
implemented ISO 9000 as the first step of TOM.

in the world market. Thai industry is facing global competition. Implementation of
ISO 9000 series of quality systems has been regarded as an essential mean to help Thai
industry to compete globally although it would require considerable effort and expenses. The
aim of this research is to investigate the advantages and drawbacks of ISO 9000
implementation as well as the quality background and awareness in Thai industry. It would
be much appreciated if you could complete the enclosed questionnaire and send it back in
the envelop enclosed. Your kind co-operabon will be extremely useful for this research. If
you would like to receive the summary of the results, please indicate on questionnaire.
ISO 9000
z
ISO 9000
U
LLa: ISO 9001/9002
ISO 9000
ISO 9000
ISO gooo UPmnoili

4ia TOM
iui)u TOM UR--li ISO 9000 kýU0)l8-3Z@6'jU*Au-3 nli ISO 9000 LýUfý11L=6 TOM
Jjj-3U'j1;,
V
Survey OF 11 2(A
25
21&196.15
ýfl aimniinailn 0-44 inwi n ISO9000
qini:n,Nupu LIS=Wl AWn14i1uf1

=iwo anaqaimnwh ri i-iuy-')J1'j@U,LLr1U1JLLR-
14 -waLarimno
vinniiýaiinjijýmni*A ISO 9000 TOM 11J1-o1u@j4ni
nm Rouniuruuuuju
p11uj-j:jý @1uniw 4iffi811
unt-Aht, AuvmilumpuU10 Ulu,
8Ij1jEjjq@4iu-nUu LLP- 0%
-minýluiýo-imilv' ai-dwaID44jujiul" 11
J-501 ii I ua
-. LLjlj @unju
SECTION I COMPANY PROFILE
Name 110
.................................................................................... .....................................
2. Job Title MLMIýl
3. Company Name 981ilwil ý

,a.
.................................................................................................
4. Company Addressnari
v ..................................................................................................
................................................. .................. .......... ......................................................

T-ATINvif
5. Telephone Number
............................................................................................
Iriall
6. Fax Number
7. Email account
8. Is the company 100% Thai owned ? iAirlin 100 %

1i
a) yes
b) no - please give de! all ...................................................................
9. Number of employees (approximately) 4-iu-)u-AiZn-a-iulviriiJ-i. -3jitu

flu
.................
0uU
10. Capital investment jUw-n:
a) iess than 50 Mbaht iZatini'l 50 ilulnii

b) 50 Mbaht 100 Mbaht Inill-3 50-100 aluvir
-
i-iuirm
c) more than 100 Mbaht uinni-i ioo
11. Main area of manufacturing rnun-mwkman
a) Textiles 64'na
b) Food OTATI
Tam:
c 1, Metal Manufacturing
d) Chemical Industry LFIZ
e) Mechanical Engineering l.fv7@-3na
& Electronic IA-A-i

f) Electrical us=56nmeand"
g) Motor Vehicles Enurju%
h) Rubber & Plastics w5fln-VAIM'U'li uan4alak
Survey12 OF 11 265
218196.1525
`4 Týw,
ji, Other - please specify f3u 9 5-zjj
........................................................................
total is r
12. The percentage of sales which exported. LIJ aivuuq mja4 aE)nil@z;4aýincu-m'ý wA(RU
a) 0%
b) 1- 25 %
c) 26 50 %
-
d) 51 - 75 %.
e) 76 100 %
-
13. Level of turnover achieved in the last financial year
a) less than 10 Mbaht iZuinti 10 iiuuir
b) 10 Mbaht - 50 Mbaht 10-50 Awilil
c) 50 Mbaht - 100 Mbaht 50-100 aluliln
d) over 100 Mbaht mnnti 100 ijujilli
SECTION 9 ISO 9000 DETAILS id7Utl 2 IIFJa--LSFJOILn'tl,

)iýuniilzl'ISO 9ooo
14. Are you interested in being certified as having an ISO 9000 approved quality system?
ISO 9000 iýlalý
a) yes oýumi
b) no because 1ý91'jwnii tmi . ......................................................................................
.......................................................................................................................................
(if the answer is no, please skip item 15 to 39 and go to item 40,61%, IJýfiawij nvui
IIJwBIj4@ 40)
,iNjlk 15-39
15. Do you want the whole of your company to be certified? Yiluiainiilvi'T-iin-iiiij, 7i)4ii4ijiwi
li
a) yes
b) -no
if the answer is no please skip item 16 and go to item 17 niq@IjUi nTwvvi3jj-j@ 16 IIJ
mouTO 17
16. Profile of the certified area/area to be certified.

Number of employees i-lu-m-Au-n4ju
..............................
Scope of certification 1jMAIrjva4nnI-IjIEW
......................................................
OF 11
Sumey13 266
2/W%. 15 25
17. Why do you want to implement ISO 9000 quality system? ti-AuYhu!ik4nii1ii-. iju ISO
9000
Please prioritise by using the numbers 1,2,3 6, where the lowest number corresponds
....
1ý1k'1EJ4x)iijfn13j6.
to the highest priority. f1rj Ul TLST 6 01ri 1
6= &h1ýtU.
U'@tJ11Etq1
a) customerpreference an4ý4unii
M ...............
b) essentialto do businesswith customer
...............
C) competitivenessin global market uýj-Tu1A1u;wP1nn
...............
,.: . i. .
d) goodstartingstep for TOM wituolureemiTij TOM
...............
e) internalimprovement ...............
other- pleasespecify (5uýIUTAU-ý) ..........................
........................... ..... .........
18. Which part of the contractual standard ISO 9000 do you hope to be certified?
ý-ju, ý@jn-irn
ISO 9001
b) -ISO9002
ISO 9003
19. Which approach is being adapted in implementing the ISO 9000 quality system in your
company? =X. -M, ISO 9000
a) top -down LýuAia_ainwijwii
b) bottom - up
c) both (top - down and bottom - up) Yizauýizmi

20. Please indicate the degree of involvement of the top management in your company in
implementing the ISO 9000 quality system.
ISO 9000 U'lli1juivillAu
ni'vallnilAW11A
involved Z1hUi111Lf013jT1j
a) fully
b) fairly involved Uluil3j
LehuilliuZOE)
c) slightly involved
d) not involvedat all UU1ui'I: JLRU
21. Who is / will be the management representative (ISO 90001 (4.1.2.3))?
IiIIA11 f111jiDftAUf1 4.1.2.3
............. ...... ..................................................................................................

22. Please give the position and responsibility of the person'who is/will be assigned to be the
QMR in your company
OF 11
sufvey14
2JS/96,15 2S
267
23. How long have you been implementing ISO 9000 quality system? *ý'=1'11.-Ijij ISO 9000
rj11,A
3J-11-iU1UL;
a) less than 1 year uatjný-i 1 1D
b) 1-3 years 1--s014 1-3
than 3 year 3t
c) more ii-inni'l
24. 'Have you been certified by certification body?
ý'j Iaj d-) -A@
a) not yet but we plan to be certified by E'jAW-TijniiTjjj@4 LLý
niiýij-Turiulu (month I=LhU) (year init) by Iviti. i: ijsýiýuj

................ ...........
JIUIIA
. niii'ijiu ...........................................................................................
How long has your company been for ISO 9000 11T'L)
preparing certification ? a-1UIALIAEjZlfi
lum-n4ou-Iniii (years (months1-.1A'1U-)ULhU)
................ ........... ;
It (month Ifiri.
b) yes, we were certifiedon ti'Ja ............. IniLhu) year 1--lit) by
............
............................... ............................................
How long did it take your company to achieve ISO 9000 certification starting from the
preparation stage? TiliýLl't-)S-lu-luts-4'ujlq; IZLLCL13JCULVIItJ3JI--Ijlj iuni: Y'i3UTun-ii
I.......... (months hu)

N1 .34........ (years -initiu-mi 11 =Alu-m.
25. Did you hire consultant(s) to help you to implement ISO 9000? ýiUii411; Lr1n1: twiaU
lihel.
a) yes - please the name of the company ila - -ýTBIAI; -n
................................
........................................................................................................................................
1014 IýIfllikmýwa
b) no - please give reason - ........................................................
26. Can you please indicate any part(s) of ISO 9000 which you are finding / found difficult to
understand? (in your answer please indicate the paragraph of the standard, e.g. 3.1,
4.1.3, etc.) 01U11FIT04

ISO 9000
1wiwiru
.............. 4................................................
27. Which ISO 9000 requirements (4.1 to 4.20) did you findl are you finding to be most
d;
difficult in the preparation of the quality manaul and procedure manual? 1'W'muolvir
LLa: i-juoauniiýhý-, Rm
lu 9
survey I SOF 11
219196.15 25
268
28. Which specific requirements of the ISO 9000 standard (4.1 to 4.20) were/are most
difficult for your company to implement?
iiii-Allalyi-lu ..............................
29. In implementing the ISO 9000 quality system how much effort was/is made in the
1unmam-ijjjfi=-m ISO 9000 3ill-i
following?
None Little Some A lot

1xiliku I: a U Z'j-14 win
a) convincing senior management mjajUjrjjTjj4jjjvjjj ........... ........... ........... ......

b) dispelling negative attitudes I resistance in the rest of the work
T,
force unnPnAfjAiýijtajj
c) changing the company culture unil-uilaunniaafini ........... ........... .......... ......

"lug IUI; ii--Ij
d) other - please specify ...............
.......... ............I............................................. ........ .......... ........... .......

30. Since you started to implement ISO 9000 quality system has the company increased its
I- i1:
overall market share? q4LLýYhUMj1, ISO
1J1J 9000
..: z
a', yes e give estimateof.increaseir. per cent

iffpossib;
.......... ..
b) no 1ývh
know 6AýYMljLL%iifl
C) do not yet
31. In your opinion how much of the increase in market share was / will be due to ISO 9000
implementation? lufri-13itýu-n4yi-lu
iso gooowiniam; uAm

IýUcltarj
a) None
b) Little Lwatin%Zat;
Some UaIIIJ
c)
d) A lot Unin
All ZW8 Y'WAIJ49

e)
32. Since you started to implement ISO 9000 quality system has the company increased its
export market? z'i-,

j1,
vA4uýý-iuL17: jjjj ISO 9000
a) yes tW:j if possible give estimate of increase in per cent %

..........
b) no %Lýilj
C) do not know yet
6 OF 11
269
survey
218196.iS 25
33. in your opinion how much of the increase in export market was / will be due to ISO 9000
implementation?
iso gooo 3jinuaIJAJAM
%Zr4MBtJ
a) None
b) Little ZwaL5n%Z@u
c) Some LW611h4
d) A lot Lwau-In
e) All U-WaY-141A
U0
34. Since you started to implement ISO 9000 quality system have the company quality costs
decreased? so 9000
LiU MVITARDIJ AID MWILTUTUM MAU
if increasein 11J1ffi1. %
a) yes LW3j possiblegive estimateof per cent -ý4'1U1ULtUL1J01VDUW1
..........
I:
b) no jLI'4:
j
C) do not know yet 6Aývll-lljLLliiR
35. In your opinion how much of the decrease in quality cost was will be due to ISO 9000
implementation? lufnimAuimmu
rmnvinmili-mijij ISO 9000 :jinUBtjLAEw1oi
None %Zr4atatj
a)
b) Little Zwminieu
U81114
C) Some
d) A lot Uaijin
e) All l'iWaInSIMUO
36. Since you started to implement ISO 9000 quality system has the company turnover
t r.
increased? q4UýYhUL'1'3j1'i1-. 1j1j ISO 9000 1ý
a) yes twu if possible give estimate of increase in per cent 1Uim-r: ýi1U-)utVuk-jaiLffui . %
..........
b) no I: jtv'4:lj
C) do not know yet lY4%ln7llju%iiM
37. In your opinion how much of the increase in turnover was / will be due to ISO 9000
1ufrn:
implementation? jLAuua4-n-iu
iso gooo winasm-AuAvi
None 1ýzrakarj
z)
b) Little Lwatinin
LWHIIIJ
c) Some
d) A lot Uamin
e) All UW8nJ1AUQ
270
survey 17 OF 11
ZIIW96.1525
38. After achieving ISO 9000 certification what are theý5kely benefits and how imporiant are
they? Please indicate by using the number 1,2,3 and 4 for items a, b, to g. L;'J U111-1.1
J0
...
ALýqMJU
1'A@U'-'TtJTu'? IdWILNU-11E.
wrifin@41: 1.11iISO 9000 @: LL&. Jhf-1(ýAA1i1 1
--ZF111:
Ls-uýni@
liýl. -ItnuflýlhqTrua04 t4dýi
very important In (il.R-D 1
important %Ul rJ;U'nChITCU16-A
Ul 1JI.WD 2
Not very important 3
Notat all important 4
a) consistencyin the workingprocedures
.................
b) betterunderstandingof processesand responsibility
ni--ii, )un,ii
tjAdj1%i, .................
c) betterunderstandingof managementof quality
.................
d) reducecustomercomplaintand returnof products
.................
svi6enn-n reject hfýl
e) reducerejectedrate .................
goodteamwork xiiA1: jn1i-AinUY;1A ...........
5ul 11JTQ1--U
g) other-pleasespecify .................................
............................................................................................... .................
39. After you have achieved ISO 9000 certification what is / will be your main goal? loeci! Y
ISO 9000 1140 1ý10
one only Ajý4j,jnjf-jTijniiTinBz tti'i 0-. LNMJ1fJrV1UV. --A-4811J
ýnwiniifijiul-AAV
a) maintain certification
b) fine - tune existing procedures
c) continuously improve what you do

U
iluq 1ý'Iqiuu
d) other - please specify
I .................................................................. I.......
SECTION III TOM DETAILS 2 TlUB--L5UVl TOM
40. What are you going to do next to improve what your company has been doing? uW11
8 OF ii
271
su-"
2J&96.15 25
41. Have you implemented /Are you planning to implement TOM (Continuous improvement)? Yj-jU
TOM m1a
a) yes
Uli
b) no because LUlanin
..................................................................................................................................
(if the answer is no please skip item 42 to 51 and go to item 52) D'vnau%jý n1w
v %fI@Iji@ 52
JI'lViD 42-51
42. Which TOM gurus have you adopted / are you adopting in your company? YhU%!%LU-1
Aqiriiýlu TOM
a) W. Edwards Deming
b) J. M. Juran
c) P. Crosby
d) AN. Feigenbaum
aul IIJIvII--Ij
e) other - please specify .............................................................
43. How long have you been implementing TOM? YhUa'lI--IjIj TQM'wAv'u1uLAtj4IfI
a) less than 1 year Ubtild'i 1
b) 1-3 years nmýli 1-3 t
c) more th3n 3 years vinný'I 3 10
44. Since you started to implement TOM has the company increased its market share
irIl. l,0Yi1uL"7::
jIiI-'mj TOM
overall?
if increasein IIJIfII. %
a) yes mil PoSsiblegive estimateof pet cent -ýiIu')%DAtjjawauA
..........
b) no %Au
c) do not knowyet 641ýYmiijuuifi
45. in your opinion how much of the increase in market share was will be due to TOM
implementation? lufnimýuvai-rhu
TOM onuatArijIm
None 1AWRLAu
a)
0) Little uwatanuat)
Some zwaIN3
c)
d) A lot Zwswin
e) All uWatiMA
survey19 OF
ZW96.152S 272
46. Since you started to implementTOM has the company increased its export market?
z.. 1ý -Ijij TOM
q4LLqI1IuL'73jIi7. Ii ii wna1,2
IýIrjl-nj
J if possible give estimate of increase in per cent
a) yes L1A: 1116
..........
b) no %AJ
c) do not know yet 641ý-A111iLLIiie
.47. In your opinion how much of the increase in export market was will be due to TOM
implementation? lum-nAuve-nhu
TOM winu@EjAjAýi
Urwmau
a) None
b) Little UatgniZarj
Some Z; 4SIN
c)
d) A lot Zwevin
e) All WAY-14MU61
48. Since you started to implement TOM have the company quality costs decreased? OULLý
ý11AL11:
3AT'Iniii TOM
Liu ý, iffirnaaij An Mwit-bu-imin; Ajljwkllalý
nan4o'ni
a) yes 11AUif possible give estimate of increase in pcr cent ..........

%
b) no 13jt*A:
j
c) do not know yet 1Y4U'Y1'n1JU%iiA
49. In your opinion how much of the decrease in quality cost was will be due to TOM
Jufjji:
implementation? jLAujja.3ýiu
r4im-iiinn-i'llivi'l-niij TOM winulatiAmIR
IýUawrj
a) None
b) Little. Zr4aLiniZau
) Some URIN
c.
d) A lot ýuawin
e) All nwaruMjo
4:
50. Since you started to implement TOM has the company turnover increased? ; wuqrn'1ul. j
1-ji. -iiii TOM
in Týifii. .
a) yes Lvili if possible give estimate of increase per cent -ý4iu-)uLtuLdajt-vu%
..........
%
b) no 10'00i
C) do not know yet 6,31ýriiijuiýifi
surv" I 10 OF II
273
?jww. 15:25
51. in your opinion how much of the increase in turnover was / will be due to TOM
implementation? jumi: nm": ru wu pointiliW4 n kil 1,ýU; 40: J-1r r. n-I ill'
jLýuuajnhu
inju TQM :j-inIU'E)rjk;rjjIo)

%Zwmati
a) None
b) Little iniaa
Zr4si,
Some ZWRIjIj
C)
d) A lot Zwavin
e) All
52. What tools of qualitymanagementare used in your company? 14
LI
Pleasetick box.
a) statisticsampling
b) statisticalprocesscontrol
C) quality circles
d) team building
e) problemsolvingtechniques(7 tools)
f) Taguchitechniques
g) internalaudits
h) qualitycosting
i) qualityfunctiondeployment(QFD)
j) leadershipdevelopment
k) systemoptimization
1) removebarriersto pride of workmanship
m) empoweringthe workforce
n) trainingthe workforce
0) benchmarking
P) other - pleasespecify...............................
..................................................................
Please tick here if you would like to receive a copy of the summary of the results.
Survey f 11 OF II
2ie)96.1525 274
Appendix 2
Appendix 2: Consulting plan
275
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Appendix 3
Appendix 3: Structured interview
277
STRUCTURED INTERVIEW
1ST VISIT
During the baseline audit in the company, the researcheror her colleague will interview the
auditees. Since the researcherand team memberswill audit a number of departmentswhich
are responsible for ISO 9000 requirements, they will have an opportunity to Interview people
in particular department, to observetheir work and attitude to ISO 9000 implementation and
to assess each department's documentation. Questions therefore are designedfor audit team
members according to ISO 9000 requirements. Auditors start auditing a particular
departmentby interviewing the managerwho is in charge of the department. Then auditors
audit them according to ISO 9000 audit checklist. During the audit, auditors observe and
record their comments from time to time.
will conducta structuredinterviewwith the company"Quality

In addition,the researcher
Management (QNIR)"to try to obtainthe wholepictureof the company.
Representative
The expected reports from baselineevaluation which will be used for qualitative analysisare as
follows:
I. structure interview reports (from interviewer)
2. audit reports (from lead auditor)
report of general impressionfrom observation (from the researcheror audit team
members)
QMR structuredinterview
Section I Company details ( some information can be extracted from application)
Name
................................................................................................................................
Job title (apart from Quality ManagementRepresentative)
..................................................................................................................................
Company name
........................................................................................................ ......
4. Company address
....................................................................................
..................................................................................................................................
5. Telephonenumber
..................................................................................................
6. Fax number
7. Email account
8, Is the company 100% Thai owned?
a) yes
b) joint venture (please specify nationality)
......................................................................
c) 100% foreign owned please specify nationality
..........................................................
9. Number of employees
............................................................................................. ....
10. Capital investment Baht
........................ I...........................
11. Main area of manufacturing
........................................................................
......................................................................
12. Percentage of total sales exported %
................. ..........
0. Turnover achieved in the last financial year Baht
..........I.......................
Int-coml
11/03/97 278
Section 2 ISO 9000 knowledge and attitude
14. When did you first learn about ISO 9000'.)

a) less than I year ago
b) I-3 years ago
c) more than 3 years ago
15. How did you find out about ISO 9000?
a) your competitor has it
b) your parent company
C) your customer
d) your employee
e) consultant
0 businesspublication
g) other pleasespecify
16.Have you attended a ISO 9000 sen-dnarand/or course before this executive course under
the NSTDA supported project? If yes, pleaseexplain type and context of seminar/course
.......................................................................................................................................
.1.....................................................................................................................................
.......................................................................................................................................
.................................................................................................. I.....................................
17.Why do you want to be certified to an ISO 9000 seriesstandard?
a) customer pressure
b) parent company corporate policy
C) marketing of company product
d) competitor have beencertified
e) global competitiveness
f) internal improvement
g) project in TQM program
h) other pleasespecify
............................................................................
18.To whýichpart of the ISO 9000 seriescontractual standarddo you want to be certified?
a) ISO 9001
b) ISO 9002
c) ISO 9003
d) do not know
19. What do you expect from ISO 9000?
a) improved product quality
b) quality cost reduction
C) good team work
d) quality consciousnessand commitment among employees
e) consistent product quality
f) a better documentation system
g) standardizedwork procedures
...................................................................................... ........
................- ......... **''*... *......
20. Has your company ever been audited by a customer (2nd party audit)?
2 1. if yes to Q.20, when and how often? ....................
............................................................
.......................................I........................................................... ...................................
Int com1
11103/97 279
22. Do you think ISO 9000 will help you reduce customer audit? If so,why?
................................................ ................................... .........................
........................................................................................................................... ..............
......... ... *............. **......
23. Have your employees been trained on ISO 9000?
a) no
b) yes, who (which positions) have been trained?
...................................................................... ............. I ...............................
24. How many members are there in core team in your company to work on ISO 9000 project
and who are they?
............................................................................................
...........................................................................................................................................
25. How are your management, staff or employees involved in initiating the ISO 9000 project9
a) project is initiated from top management (company policy)
b) project is initiated from top/n-dddle management meeting
C) project is initiated from QA department (the department, whatever it has been called,
which is in charge of quality control and inspection)
d) ISO 9000 project is initiated from
.........................................................................................................................
26. What do you think it will be the most difficult problem to cope with during the
implementation process?
a) interpretation of ISO 9000 requirements
b) establishment of the documentation system
C) training workforce to understand and implement ISO 9000 system
d) changing company culture
e) other please specify
...............................................................................................................................
.....................................................................................................................................
.......... ......
27. Which certification body do you want to be certified with? Why?
...........................................................................................................................................
........................................................................................................................................
...........................................................................................................................................
in( coin1
11/03/97 280
Section 3 ISO 9000 requirements
28. How much do you understand the particular elements of ISO 9001/2/3)?
29. How difficult is each particular element for your company to document?
330.How difficult do you expect each elementto implement in your company?
3 1.How much of each particular elementdoes your company already have in place?
Pleaseidentify the degree of what you think is appropfiate,
I= not at all, 2=a little; 3= some; 4=a lot
Cla=use ISO 9001/2/3requirements Q. 28 29 Q. 30 31

4.1 Management _ -Q.
responsibility
4.2 Qualitysystem
4.3 Contractreview
4.4 Designcontrol (IS09001 only)
4.5 Documentanddatacontrol
4.6 Purchasing
4.7 Controlof customer- supplied
product
4.8 Productidentificationandtraceability
4.9 Processcontrol
4.10 Inspectionandtesting
4.11 Control of inspectionandtest
I e uipment
4.12 Inspectionandtest status
4.13) Controlof nonconformingproduct
4.14 Correctiveandpreventiveaction
4.15 Handling,storage,packaging,
preservationanddelivery
4.16 control of quality records
4.17 Internaiqualityaudits
4.18 Training
4.19 1Servicing
4.20 1Statisticaltechniques
Int com I
1603/97 281
Section 4 Attitudes about quality management and TQM
32. Pleasedescribe the attitudes of your workforce regarding quality

a) little or no awarenessof quality
b) difficult to persuadebecausethey think it meansmdre work
C) easy to persuadebut not initially consciousby themselvesof quality issues
d) substantialexisting quality consciousnessamong workforce
e) other pleasespecify
...............................................................................................................................
33. What do you think is the most important motivation for your employeesto work
effectively towards the objectivesof your company?
........................................................................................................................................
...........................................................................................................................................
........................................................................................................................... ...............
34. What quality managementtools are you using now in your company?
..............................I...........................................................................................................
..I......................................................... .................................................... ............ ............
................................................................... .......................................................................
...........................................................................................................................................
3 5. What is the extent of your knowledge of TQM ideas'
........................................................................................................I..................................
...........................................................................................................................................
36. What is your own attitude towards TQM?
a) acceptance
b) objection
C) scepticism
d) other comment
.......................................................................................................................
................**'*'****'**'*............ ......
37. What is the attitude towards TQM of other top and middle management?
a) acceptance
b) objection
c) scepticism
d) other comment
.........................................................................................................
38. Have you ever heard about the quality gurus? Whom do you know op.
...........................................................................................................................................
39. Do you have a plan to implementTQM in your company?Why?
...........................................................................................................................................
....................................................................................I......................................................
.....................................................................................................................I.....................
40. What benefits would you expect from TQM implementation?
...........................................................................................................................................
...........................................................................................................................................
.............................................................................................................................. ............
Int com2
11/03/97 282
1. Do you have a training program on quality for your employees? If yes, what kind of
course do you provide and what are the benefits?
.......................................................................... I............................................................
..................................................................................................................................
........................................ I.........................................................................................
Int con12
11/03/97
283
Departmental Manager Structured Interview
During the baseline audit in the company, the researcheror her colleague will interview the
auditees. Since the researcher and team members will audit a number of departments which
are responsible for ISO 9000 requirements, they will have an opportunity to interview people
in particular department,to observetheir work and attitude to ISO 9000 implementation and
to assess each department's documentation. Questions therefore are designed for audit team
membersaccording to ISO 9000 requirements. Auditors start auditing a particular
by
department interviewing the manager who is in charge of the department. Then auditors
them according to ISO 9000 audit checklist. During the audit, auditors observe and
audit
their comments from time to time.
record
In addition,the researcher
will conducta structuredinterviewwith the company"Quality
Management (QMR)" to try to obtainthe whole pictureof the company.
Representative
The expectedreportsfrom baselineevaluationwhich will be usedfor qualitativeanalysisare as

follows:
1. structureinterviewreports(from interviewer)
2. audit reports(from leadauditor)
3. report of generalimpressionfrom observation(from the researcher
or audit team
members)
Section I Interviewee details
1. Name
...........................................................................................................................
2. Job title ......-'*-**-* ...... ..........
................................
Telephone number (or extension number)
.....................................................................
4. Fax number
.............................................................................................. ................
5. Email account
...............................................................................................................
6. How long have you been in your current position?
........................................................
7. What were your previous position and responsibilities? How long were in that position?
int-coin3
11/03/97 284
Section 2 ISO 9000 knowledge and attitude
8. When did you first learn about ISO 90001

a) lessthan I year ago
b) I-33 years ago
c) more than 3 years ago
9. How did you find out about ISO 9000?
a) your competitor has it
b) your boss
C) your parent company
d) your customer
e) your employee
0 consultant
g) businesspublication
10.Have you attended a ISO 9000 seminarand/or course before this executive course under
the NSTDA supported project? If yes, pleaseexplain type and context of sen-dnar/course.
...........................................................................................................................................
...........................................................................................................................................
......................................... I......................................................................... I.......................
11.What do you expect from ISO 9000?
a) improved product quality
b) quality cost reduction
C) good team work
d) quality consciousnessand commitment among employees
e) consistent product quality
0a better documentation system
g) standardizedwork procedures
....................................................................................................
. ...........................................................................................
12.What do you think it will be the most difficult problem to cope with during the
implementation process?
a) interpretation of ISO 9000 requirements
b) establishmentof the documentationsystem
C) training workforce to understandand implement ISO 9000 system
d) changing company culture
e) other please specify
...............................................................................................................................
......................................................................................................................................
......................................................................................................................................
Int-com3
11/03/97 285
Section 3 ISO 9000 requirements
13.How much do you understandthe particular elementsof ISO 9001/2/3)?

14. How difficult is each particular elementfor your company to document?
15. How difficult do you expect each elementto implement in your company?
16.How much of each particular elementdoesyour company already have in place?
Pleaseidentify the degreeof what you think is appropriate,
I= not at all; 2=a little; 3= some; 4=a lot
Clause ISO 9001/2/3 requirements Q. 13 14 Q. 15 0.16

4.1 ManNement responsibility
4.2 Quality system
4.3) Contract review
4.4 Design control (IS09001 only) -
4.5 Document and data control
4.6 Purchasing
4.7 Control of customer - supplied
product
4.8 Product identification and traceability
4,9 Processcontrol
4.10 Inspection and testing
4.11 Control of inspection and test
equipment
4.12 Inspection and test status
4.'13 Control of nonconforming product
4.14 Corrective and 2reventive action
4.15 Handling, storage, packaging,
p eservation and delivery
4.16 control of quality records
4.17 Internal quality audits
4.18 Training
1 4.19 Servicing
F-4.20 S atistical techniques
Int com3
I IF03/97 286
Section 4 Attitude about quality management and TQM
17.Pleasedescribethe attitudes of your workforce regarding quality
a) little or no awarenessof quality
b) difficult to persuadebecausethey think it meansmore work
C) easyto persuadebut not initially conscious by themselvesof quality issues
d) substantialexisting quality consciousnessamong workforce
e) other pleasespecify
.........................................................................................................................
...............................................
18.What do you think is the most important motivation for your employeesto work
effectively towards the objectives in your department?
.....................................................................................................................................
......................................................................................................................................
.............
19. What quality managementtools are you using now in your department?
............................................................................................. I........................................
................................................................................................................................
20. What is the extent of your knowledge of TQM ideas?
.........................................I............................................................................................
......................................................................................................................................
21. What is your own attitude towards TQM?
a) acceptance
b) objection
C) scepticism
d) other comment
.............................................................................................................. ... .......
22. What is the attitude towards TQM of other top and middle management?
a) acceptance
b) objection
c) scepticism
other comment .............................................................................................................
23. Have you ever heard about the quality gurus? Whom do you know of.?
.......................................................................................................................................
...............
24. Do you think your companyshould implement TQM? Why?
.................................................................................................................................
.......................................................................................................................................
25. What benefits would you expect from TQM implementation in your department?
.......................................................................................................................................
..I........ .......................I...................................................................................................
.......................................................................................................................................
W com4
11/03/97
287
Appendix 4
Appendix 4: Cognitive maps of five companies
288
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Appendix 5
Appendix 5: An exampleof baselineevaluation report
295
Appendix 5
BASELINE EVALUATION
OF
COMPANY V
Address:
Evaluation Date:
23-24 April 1997
Submitted:
25 April 1997
Prepare by: Submitted to:

Mrs. LadawanKrasachol Mr. /Ms. (Narne of Managing Director)
Lead Auditor, NSTDA Managing Director
Address of company V
Approved by:
Mr. George D. Ridge
Audit Manager
Contents:
Evaluation Overview
1. Executive Sununary
2. Areas Evaluatedto ISO 9002
CLIENT CONFINDENTIAL
296
Appendix 5
EVALUATION OVERVIEW
EVALUATION DATE
23-24 April 1997
PURPOSE
This evaluationwas conductedto assess'Company V' quality system

its
and approximate level of compliancewith the ISO 9002 standard.
SCOPE
The evaluationincluded Company V facility in Bangkok.
PRIMARY COMPANY CONTACTS
Name of Managing Director

Name of QMR
PERSONS CONTACTED DURING THE EVALUATION
List of the namesof various personsinterviewed
PERSONDONDUCTING THE EVALUATION
Mrs. Ladawan Krasachol Technical Expert

Mr. GeorgeD. Ridge Senior Manager Consultant
Mr. Theerawat Wongsrisung Project Analyst
Signature/signof
Mrs. LadawanKrasachol
Technical Expert
297
Appendix 5
Section 1.0
EXECUTIVE SUMMARY
CompanyV is a light fixture and trunking manufacturing company and is

for
preparing registration to ISO 9002
The scopeof the baselineevaluation was limited to the manufacturing plant at

Tung SongHong. However the scopeof registration will cover marketing
division at Gypsum Metropolitan tower, 16th floor and warehouseslocating in
two places for lighting product and one place for trunking.
CompanyV has in place a number of excellent systemsand defined processof
manufacturing. The personnelof Company V are effective and enthusiastic.

The many obstaclesfacing Company V in the ISO 9000 certification process
are:
* Lack of formal documentationof procedures,instructions, forms, records
9 Lack of documentedsystemto approve, issue, and control required

documents
9 Lack of a quality assurancesystemto ensurethe quality of their products

meet requirements
e Lack of calibration systemto control of inspection, measuringand test
equipment.
298
Appendix 5
The table below showsthe performanceof Company V at a glance,and

indicatespercentageas an approximatemeasureof compliance with each ISO
area. (The higher the percentage, the better the performance. )
Percent Compliance: 0 20 40 60 0 100

IIIIIIIII
4.1 ManagementResponsibility V
.........
4.2 Quality System V
..
4.3 Contract Review
............. V
4.4 Design Control N/A
4.5 Documentand Data ControlV
4.6 Purchasing V
.......
4.7 Control of Customer-
SuppliedProduct V
..
4.8 Product Identification
And reaceability V
4.9 ProcessControl V
......
4.10Inspectionand Testing
4.11Control of Inspection,
Measuringand Test
Equipment V
4.12Inspectionand Test Status V
4.13Control of Nonconforming
Product
4.14Corrective and Preventive
Action
4.15Handling, Storage,Pack-
aging, Preservation
And Delivery V
.......
4.16Control of Quality Record ..V
4.17Internal Quality Audit
4.18Training
4.19Servicing N/A
4.20Statistical Techniques V
Note: The designation'N/A' indicatesthat this area is not applicable to the

company's operation.
299
Appendix 5
Section 2.0
AREAS EVALUATION TO ISO 9002, PART 4:
4.1 Management Responsibility 20%

1. The quality policy has beendefined and documentedsince October I",
1996and signedby Managing Director. However it has not been
understood,implemented and maintained at all levels of the

0rganisation. Only working committee or department manager
acknowledgedthat the company is going to implement ISO 9002
system.
2. According to the company management, they define their customer
needsas follow: on time delivery, quality which meet customer's

specificationand consistentquality of product.
3. There is an organisationchart which shows the positions and levels of
management. However the company has not defined responsibilities
and authoritiesin a job description.
4. The companymanagementcommittee has meeting every 2 weeks to
system
review management and identify resourcerequirementsof
trained personnelfor management,performanceof work and
verification activities including internal quality audits.
5. The Lighting Division Director has been appointedto be management
representative.However, it has been known only among middle to
high management.They have not defined responsibilities and
authoritiesof managementrepresentativeyet.
Board(QMB) which consistsof all senior
6. QualityManagement
management of the companyhas meetingevery 2 weeksto review
qualitysystemof the company.The minutesof meetingare
maintained.
4.2 Quality System 5%

1. There is no quality manualcovering the requirementsof ISO 9002.
2. There is no systemlevel procedure. However someof flow charts
have been drafted and tried to implement.
300
Appendix 5
3. There is no definite quality planning to define how the requirements

for quality of the companyproducts will be met.
4.3 Contract Review 25%

Trunking Division
1. The companyhasquite good processto deal with purchaseorder, but
there is no documentedprocedurefor the review of all orders.
2. The companyhasreview eachpurchaseorder according to product
name, quantity, price, delivery date and customer's address,to ensure
that requirementsare adequatelydefined but no documentedor
working instructionssupportsthis.
3. For eachpurchaseorder, the company will review againstquotation
is
which sent to the company before accepted,but they do not record
of such review.
4. The companydoesnot have documentedor working instruction to
handleamendmentsto purchaseorder.
Lighting Division
1. The companyhas a subsidiarycompany to take care of customer's
purchaseorder, anyway for the subsidiary company needsto conform
to requiredreview. At present,that subsidiary company doesnot
have documentedprocedureor working instruction to review
contract.
2. In review purchaseorders,the company does review purchaseorder
comparewith its quotation,but they do not record the review result.
3. For amendmentof any purchaseorder, customer's documentthat is
requestedto the companymust be reviewed and approved by the

Lighting's production managerwith signaturedand approveddate,
but there is no needfor customerto resubmit new purchaseorder
from customerand the companydoesnot issueworking order to the
companysaleproductioncontrol manager.
4.4 Design Control N/A
301
Appendix 5
4.5 Document and Data Control 0%

The companystartscollecting documents used within organisation.
At presentthe companydoesnot have systematic procedurefor
controlling all quality-relateddocumentsand data.

2. The control of documentsand data must addressand cover for
externaldocumentssuch as standards,customer drawings and
specificationsand so forth.
3. The companydoesnot define responsibilities, authorities to person
for reviewing documentsand/or approval data before issue,and the
company doesnot have systemprocedure to deal with this.

4. The companydoesnot have systemprocedure/or function in
reviewing and approving any documents changes.
4.6 Purchasing 10%

1. There is no documentedprocedurefor purchasing
2. There are no documentedwork instructions for purchasing. A flow
chart hasbeencompletedshowing purchasing requisition, approval
and distribution of purchaseorders.
3. There are visits to new subcontractorsbut no evaluation is made on
their ability to meetsubcontractrequirementsincluding the quality
system. Discussionis on price, delivery, and credit terms.
4. There is no control exercisedover the subcontractorsexcept when
product quality is not good. The subcontractorreceivesa warning
if
and problem is not solved, a new subcontractoris used.
5. There is no approvedsubcontractorlist. However, incoming
inspectionperformancerecordsare maintained.
6. Purchasedocumentsclearly define the material or product ordered.
Inspectioninstructions,applicablequality standardor other technical
data are not included.
7. Forms usedin purchasinghave no form number or revision level.
8. Purchaseorder are reviewed and approvedby the purchasingmanager
prior to distribution.
302
Appendix 5
9. Element4.6.4 only appliesto the Trunking Division. They visit zinc-

coating suppliersand completeproduct inspection for visual surface
quality and coating thickness. Their customer also visits the coating
supplier.
4.7 Control of Customer-Supplied Product 5%

1. For the Trunking Division, there is no customer-supplied product.
2. For the Lighting Division, there is customer-supplied product such as

ballast, capacitor,lamp holders,etc.
3. There is no systemslevel procedureor work instructions documented.
4. There is no undocumentedprocessfor customer supplied products
5. The only activity is to return a damagedor defective part to the
for
customer replacement.
4.8 Product Identification and Traceability 0%

1. The companydoesnot have a documentedprocedureand/or working
instruction for product identification to identify product at all stages
of production, delivery and installation.

2. There is no defined or undocumentedprocessfor product
identification.
3. There are somereturnedproductsfrom customer. Lack of product
identification will not effectively identify of root causeof returned
product and effectively implement of corrective actions.

4. The companydoesnot needto have documentedprocedureof
traceability unlessspecifiedby contract or customers' requirement.
4.9 ProcessControl 10%

1. There is no documentedprocedurefor processcontrol.
2. There are no documentedwork instruction defining the mannerof
production. Some of them are found but they are not controlled.
3. There are undocumentedprocessesfor production but controlled
conditions have not been defined.
4. There are no applicablestandardsor codes.
303
Appendix 5
5. Suitable processand product characteristics have not beenidentified,

therefore it is impossibleto monitor them.
6. Painting is a specialprocessbut criteria for qualification of the
operator and equipmenthave not been defined. Therefore, no records
are maintained.
7. Workmanship standards,samplesor illustrations have not been
defined or provided for operatoruse.
8. There is no documentedprocedureor processfor preventive
maintenance.
4.10Inspection and Testing 15%

1. There is no systemlevel procedurefor inspection and testing.
2. The companydoesreceiving inspection but there is no documented
inspection instruction. Inspectionrecords are maintained.
3. All raw materialsand productsmust be inspectedbefore releasefor
production.
4. There is no in-processinspectionbeing performed.
5. Lighting Division is developing in-processinspection instruction.
Inspectiondata will be recordedon the inspection check sheet.
6. Trunking Division hasno plan to develop in-process instruction.
7. Urgent releaseof in-processmaterials has not been addressedin
procedures or work instructions.
8. There is no documentedwork instruction for final inspection.
However, inspectionrecordsare maintained.
9. Although someof inspectionrecordsare being maintained, other
required recordsneedto be identified.
4.11Control of Inspection, Measuring, and Test Equipment 0%
1. There is no procedureto control, calibrate and maintain inspection,

measuringand test equipment.
2. There is no defined or undocumentedprocessfor calibration.
3. There are severalpiecesof measuringequipment but none have been
calibrated since they were purchased.
304
Appendix 5
4.12 Inspection and Test Status 0%

There is no systemlevel procedureto identify the inspection and test
status.
There is no processbeing usedat the present time to show
conforming or nonconforming product.
4.13Control of Nonconforming Product 5%

There is no documentedprocedurefor control of nonconforming
material.
2. There is an informal processfor evaluation and disposition but it is
not effective.
3. Responsibility for disposition is not properly identified.
4.14Corrective and Preventive Action 5%

1. The companyhas flowchart for corrective and preventive action,
is
which usedto handle non-conformancein production line and
customercomplaints. However, the company does not have system-
level documentedprocedurefor corrective and preventive action,
which will cover all not

processes, just production division.
2. The companyhasprocess(used only in production division to take
to
action eliminate non-conformancebasedon root causeevaluation
by authorisedpersons,anyhow in the casethat root causecan not be
solved, the companywill mark statusas 'pending' and wait until it

expired. It doesnot comply with standardrequirement.
3. The companyhas flowchart/work-instruction to handle customer
complaintsand report of nonconformances.However, the company
still needsto have documentedprocedureto handle theseand cover

for all activities.
4. The companydoespreventiveaction on basis of case-by-case.It wi II
be performedfor every ECN (Engineering ChangeNote) issuedby
team of engineermanagerwhich is not conformancewith standard
requirement,statedappropriatesourcesof information such as audit
reports,quality record, training, customercomplaints, management
305
Appendix 5
review/reportsand etc., should be collected and analysed for doing
preventiveaction.
5. The companydoesnot have documentedprocedure for prevention
action.
4.15Handling, Storage, Packaging, Preservation and Delivery 15%

There is no documentedprocedurefor handling, storage,packaging,
inventory control and delivery.
2. There are undocumentedprocessescovering storage,packaging,
inventory control and delivery. Forms have been developedin these
areas.
3. Damagedue to handling is not a problem in Trunking Division due to
product. Operators in Lighting Division have been trained to handle

the product to prevent damage.
4. Trunking Division has no specified storageareas. Materials are
storedon the floor close to where used. Lighting Division has storage
areawith shelvesto store materials.
5. Both divisions have forms to be completed when material or product
is received. Another form is completed when material is withdrawn.
Thesecompletedforms are usedin manual inventory control system.
6. Packagingand labelling of products for shipment is specified by the
company. Most trunking products are bandedor loaded on truck

loose. Packagingmaterial is not used. Lighting Division product
used packagingto prevent damage and to protect product during
shipment. There is no protection between each layer of product.

7. There are no identified material or product where preservationis a
requirement. There are raw materials in storagewhere rust can be a

problem.
8. There are forms to be completedwhen product is to be delivered. It
may be shippeddirect to customeror to a warehousefor storageuntil

the customerrequiresproduct. Lighting Division has two warehouses
and delivery is controlled by Sales/Marketing. Trunking has one
warehouse.
306
Appendix 5
9. There was no baselineevaluation made on the warehouseor salesor

marketing.
4.16Control of Quality Records 5%

1. There is no procedurefor identification, collection, indexing, access,
filing, storage,maintenance,and disposition of quality records.
2. The company's quality recordsalmost do not comply with ISO
requirement,no form number and no revision on it.

3. The companydoesnot define how records to be kept damageand
deteriorationand to prevent loss.
4. The companydoesnot define retention time of quality records
establishedand records.
5. The companydoeskeep recordssome as electronic media, but it does
not have suitable and
safeguards control implemented to assure
integrity of such electronic media, such as assesscontrol, revision and
issuancecontrol, passwordprotection, and method for obsoleting hard
copiesof documents.
6. The companydoesnot havemasterlist for all quality records and
relateddocumentsrequired for quality system as master documents

lists, quality recordslists, working instruction lists and so forth.
4.17Internal Quality Audit 0%

1. The companydoesnot perform internal quality audit to determinethe
effectivenessof their quality, and the company does not have system
procedurefor internal quality audit.
4.18Training 0%
1. The companydoesnot have systemprocedure and working
instructions for identifying and providing the necessarytraining for
all personnel,even though it has human resourcesection. The
responsibilitiesto perform theseactivities do not clearly defined and

taken in action.
307
Appendix 5
2. The companydoesnot clearly identify the qualification of all

operationpositions.
3. The companydoesnot definejob description or other suitable means
utilised suchas skill, education,and/or training requirements.

4. For the position that needspecial-skill to perform special process
such as painting or welding process,the company needsto define the
qualification on the basis of appropriatededucation, training and/or
experience.
5. The companydoesnot keep records of training for all personnel,
including temporaryemployees'training records as well.
4.19Servicing N/A
4.20Statistical Techniques 0%
1. The companydoesnot have system-levelprocedure for statistical
techniques.
2. The companydoesnot identify the need for statistical techniques
required for establishing,controlling, and verifying processcapability

and product characteristics.
3. The companydoesnot define processfor statistical techniques.
308
Appendix 6
Appendix 6: Proposal for a study of TQM in Thai industry
309
Appendix 6
Proposal for a study of Total Quality Management In Thai Industry
Introduction
It has been accepted worldwide that one of the key factors for companies to be
successful in global market is "quality". In developed countries such as UK, USA
and Japan, Total Quality Management (TOM) has become a topical issue in all
sectors including manufacturing industry. However, in developing country like
Thailand, even though successful manufacturing industries have developed In the
last two decades, TQM seems to elude many Thai industrialists. Only a few
managements have adopted the concept of TOM in their companies. With the
exception of a few large Thai-owned groups, TOM has been adopted mainly in
foreign-owned companies within electronic sectors [1]. As TOM philosophy takes a
broadly approach and its adoption can also be done in various manner, it would be
interesting to learn how Thai companies adopt TOM in their companies. Since TOM
is concerned with, among others, cultural change, it would be beneficial for Thai
industry to know how Thai organisational culture affects TOM implementation and
vice versa. The objective of this theme of the research is to investigate TOM
implementation and approaches in Thai industry. The research focuses on the critical
success factors as well as the difficulties of TOM implementation in Thai industry.
Defining TOM
There are many interpretationsof TQM and numerous approaches by which It can be
implemented. Most definitionsof TQM aim to provide management best practice.
Quality gurus are sources of ideas which a company can follow or adapt for their own
company. There are also many publications to give the readers ideas of TQM.
Table 1 provides examples of the best-knownquality gurus' ideas regarding quality
and TQM.
TQMPI.DOC
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Appendix 6
Table 1: Examplesof quality gurus and publication with their quality and TOM ideas.
Author Idea or concept of quality / TQM

W. Edwards Deming [21 14 points for management
The system of profound knowledge
PDCA (plan - do - check - actloni)cycle
Joseph M. Juran (3) Fitness for use
Planning for quality
Quality trilogy
Quality spiral
Armand V. Feigenbum Total quality control (TQC)
[4] Integrated technical and managerial approach
Three categories of quality costs:
" appraisal cost;
" prevention cost; and
failure cost
ýompany
Kaoru Ishikawa [5] wide quality control (QC Circles)
-
Cause - and - Effect (fishbone) diagram
Genichi Taguchi (6] The quality of a product is the loss imparted to society from the Ume
the product is shipped.
Quadratic loss function
Orthogonal arrays
Shigeo Shingo [71 Poka - yoke system -'mistake-proofing' for zero defects
Philip B. Crosby (8] Do it right first time.
Quality is defined as conformance to requirement, not as Ogoodness"
not 'elegance".
The system for causing quality is prevention, not appraisal.
The only performance measurement is the cost of quality.
The only performance standard is zero defects.
Tom Peters (9] Managing by wandering about (MBWA).
Twelve traits of a quality revolubon.
The general ideas and concept provided by gurus and publications can be applied as
guidelines to implement TQM. Quality awards, for example the Malcolm Baldrige
Award in the USA; the European Quality Award in Europe; and the Doming Prize in
Japan, can also be used as quality assessmentmodel to measure comparative level
of quality development. The success of TOM implementation depends upon the
organisation itself, how they approach TOM in their organisation; whether it is
appropriate; etc. Because of the partisan and subjective nature of much of the
debate about the different approachesto TOM, a theoretical framework is required in
to
which position the different types of implementation.
A Theoretical Framework
The organisation needs to adopt a suitable TQM implementation and performance

improvement strategy, by adopting a change model which is culturally feasible.
Whittle et al [1992,11] have identified 3 generic paradigms for total quality
implementationand a meta-paradigmwhich informs and enables movement between
the 3 models:
1. The visionary model of TQ. (VTQ)

2. The planningmodel of TQ. (PTQ)
TQMPI.DOC
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Appendix 6
3. The learning model of TQ. (LTQ) and

4. The transformation model of TQ. (TTQ)
The classificationof the models was produced from the literature on culture change
and management theory and the inductive analysis of their research. The
characteristicsof each are shown in Fig. 1.
From the viewpoint of the transformational TTQ paradigm, the TQ implementation

process is a cyclical process by which a company can choose the most suitable of
the other models and move between them as necessary to improve quality
performance. Since there is no single route for such a TQ implementation, a
companyshould select a suitable approach of TQM for their company and implement
it appropriately. At the first stage of TQM implementation, the personnel involved
follow the implementationplan and will maintain a good quality performancefor some
time. However, after the company has gone through the TQM implementation
process, it is difficult to maintain good results using the same approach due to the
diminishingreturns effect.
When the TO programmebased on this model falters, they can adopt the TTQ meta-
perspective which allows them to break out their exist paradigm for TO
implementationand seek out another appropriate model for their company in the next
stage. Whittle et al [1991,10] argued that "a concept for culture change in TOM not
as the installation of a set of traits but as a continuous process of cultural renewal.
TOM implementationis a cyclical processwhich consists of :
...
an intense and highly structured period of intervention/activityfollowed by

a period of reflection/reorientationwhen interventionsare dissipated,
experimentaland relatively uncoordinated. At this stage the implementationcan
either stagnateand wither or take off into
a further period of intense and structuredactivity to be followed by
a return to reflection and experimentation."
TQMPI. DOC
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312
Appendix 6
Figure 1: TQ implementationmodels (from Whittle et al, 1992)
1. VTO MODEL 3. LTO MODEL

People as Programmable Pawns People as Willing Participants.
TQ FOCUS: External TQ FOCUS: Self/ Internal, Customer

customer/stakeholder and Supplier.
KEY DESIGN ISSUE: Control (including I KEY DESIGN ISSUE: Motivation,

cost) Commitment.
DESIGNERS: Senior Management I DESIGNERS: HRM/OD specialists.
IMPLEMENTATION IMPLEMENTATION
CHARACTERISTICS: CHARACTERISTICS:
concern with ideology,mission,solutions, concern with education, skill & attitude
rules and prescriptions,codes of development, performanceappraisal,
conduct, order, faith, role of "leaders". reward & recognition, natural work
teams, symbols, style.
IMPLEMENTATION STRATEGY:
tends to be top down, focusing on IMPLEMENTATIONSTRATEGY:
training and procedures. tends to be bottom - up, attitudinal and
involvement focused.
2. PTO MODEL 4. TTQ MODEL
People as ProductiveResources. People as Purposive Agents.
TQ FOCUS: On Competitorsand TQ FOCUS: Management.

ResourceSuppliers.
KEY DESIGN ISSUE: Integration. KEY DESIGN ISSUE: Innovation.
DESIGNERS: Technologists,systems DESIGNERS: External Consultants.

analysts, specialistsupport staff.
IMPLEMENTATION IMPLEMENTATION
CHARACTERISTICS: CHARACTERISTICS:
concern with process regulation, concern with reframing, coaching,
boundaries,specification,information, paradigm audiUng,empowerment,
measurement,value, simplicity,waste, partnerships,communication
benchmarking,project teams.
IMPLEMENTATIONSTRATEGY:
IMPLEMENTATIONSTRATEGY: tends to be experimental, cost effecove,
tends to be off - line, measurementand driven by advocacy.
technologydriven. I
The above models will be used as a theoretical framework to investigate Thai

companieswhich have been implementingTQM for a period of time. The data will be
collected throughout the companies as well as the key elements derived from the
theoretical framework. The data collected will be analysed to find out how Thai
companiesadopted TQM in their companies.
The following questions are addressedas a guideline to find out how Thai companies
adopted TQM concept in their organisations:
TQMPI-DOC
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Aptw-ndix 6
Questions lntervieýý ---- Finding expected

What are the reasons for TOM - TO focus
adoption? Top mgt.
Business goal and
strate y
2. How do the companies plan TO focus
and implementTQM Key design issue
Quality strategy Top mgt. Designer
TO implementation Top mgt./mgt. Implementation
programme Top mgt./mgt. characteristic
Approach of TO Top mgt./mgt. Implementationstrategy
programme Top mgt./mgt, People as?
Deploymentof TO Mgt.
programme Top mgt./mgt.
Focus of programme Top mgt./mgt.
Training programme AlI
System used
Techniques used
People involvement
3. What are the key factors which Company culture
they focus in order to Success or failure?
successfully implementTQM? People as?
success factors All
failure factors All
4. What difficulties were t6 ý ny culture
encountered? AlI Success or failure?
What are the problems People as?
of implementationin all
levels?
5. How were these difficulties Company culture
overcome? All Success or failure?
e How do they resolve People as?
the problems in all
level?
6. Do they involve people in TO focus
companies,customer and Implementation
supplier in TQM and how? characteristic
" Do they involve people, Top mgt./ mgt. Implementationstrategy
customer, supplier and People as?
how? Top mgt./ mgt. Company culture
" Do they put it in TO All
plan?
" People involvement Mgt.
and participation Mgt.
Customerfocus?
Supplier relations?
7. How does the organisabon Company culture
culture effect TOM Implementationstrategy
implementationand vice versa
(culturechange)? All
0 Attitude of people on
TO at all levels All
0 Involvementof people
in TO programmeat all All
levels
0 Mofivationto work
8. How do they assess their LTP_!!np.Lrnentati
e
- --____ on
TQMPI.DOC
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Aprwn,. Iix 6
achievement? Top mgt. model

Ultimate goal on TOM Top mgt.
Measurement
9. What benefits have been All TO implementation
achieved? model
10. is the quality issue pervasive TO implementation
throughout the organisation? model
Attitude of people AM Company culture
What do they do Supervisor/operator
regarding quality apart / inspector
from their own job?
Note Top mgt. - Top management

Mgt.- the managementwho are responsible in production, quality, human
resource,marketing and supplier relations
All - all level from top management, the management who are responsiblein
production,quality, human resource, marketing and supplier relations
technical personnel such as R&D staff, quality engineer, design engineer.
supervisors;shop floor operators and; bottom line inspectors
Methodology
0
This is seen as empirical research which will be carried out using a case-study
Three Thai companies, which are American, Japanese and Thai-owned
approach.
and have adopted TQM will be investigated. In depth interviews of
companies
including top management, middle management supervisors and shop floor
people,
operators, will be used as data collection method. Qualitative analysis will provide
the insight into the organisations investigated.
In order to explicitly describe the research method, the work steps are enumerated,
which are:
Contactthree companies and get formal permissionfor research and contacted

persons.
2. Make appointmentwith the contacted persons to do preliminary visit. The
objectivesof the preliminaryvisit are as follows:
0 to introduce and clarity the research which will be done in their
companies-,research objecOves;and research method, etc.

to agree with the contacted persons about the information needed, time
required and all arrangement.
3. Interviewpeople in the organisation. The researcher aims to interview various
people in different position in order to get wide perspectiveof people in the
organisations. The target personnel are top management,the managementwho
are responsiblein production,quality, human resource, marketing and supplier
TQMPLDOC
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Aprwndix 6
relations; technical personnel such as R&D staff, quality engineer, design

engineer; supervisors; shop floor operators and: bottom line inspectors.
Interviews will be recorded by tape recorder and will be transcribed to be
analysed. The outline of the questions is shown in Table 2.
4. Write reports for companies.
5. Write a research paper describing the overall study.
Table 2: Outline of questions and interviewee
Question guideline Interviewee

- Sup
T@Ch. -Opw
1. What is the company's business goal x

& strategy?
2. What is the strategy on quality x x
management?
3. How do you approach TO in your x x
company?
4. What is the motivationof your people x x x
to work?
5. What is the ultimate goal of TO in your x x
company?
6. How do you deploy the quality x
strategy?
7. What is the strategic planning you x x
use?
8. How do you involve employees at all x
levels in the plan?
9. What is the responsefrom your x
employees?
10. What are the key factors for success? x x x
11. What are the difficultiesyou x x x x
encounter?
12. How do you overcomethem? x x x
13. What do you think about Thai x x x
workforce,is there any different from
other countries? If so, what are the
differences? And what is the impact of
them on TO programmeboth positive
and negativeaspect, and vice versa?
14. How do you measureit? x x
15. What is your responsibilityfor quality in x x x x x
the company?
16. What is the TO programmeand its x
focus?
17. How are you involvedin the TO x x -x x x
programme?
18. How has the TO programmein your x x
company been approachedand
deployedto lower level?
19. How do you train your people? x x x
20. Explain the operatingsystem for x x
quality in your company?
TQMPI.DOC
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Appendix 6
21. What kinds of techniques are used to

improve quality?
x x x
22. What do you think about shop floor x x x
employeesinvolvement to TO
gLammeýý____
23._pro
What do you think about the
x x
relationshipbetween Thai workforce
and TO?
24. in the TO programme,do you have x x x
plan about customer and supplier? If
so, what are those plan?
25. What do you think about TO
x x x x x
programme?
Note: The questions in Table 2 will be use as guideline to interview, more question3
may be asked according to the conversation during interview.
References
1. KRASACHOL, L., TANNOCK, J. D.T., and WILLY, P. C.T 1997 The Progress of
Quality Management in Thailand. Proceedings of the 2nd International
Conference on ISO 9000 and Total Quality Management.
2. DEMING, W. E. 1986. Out of the Crisis: Quality, Productivity and Competitive
Position. Interfaces, 5 (No. 4)
3. JURAN, J. M. 1988. Quality Control Handbook 4 rd Edition. New York,
McGraw - Hill.
4. FEIGENBUM, A-V- 1983. Total Quality Control -3 rd Edition. New York,
McGraw - Hill.
5. ISHIKAWA, K. 1985. What is Total Quality Control? The Japanese Way.
Prentice hall, Engelwood Cliffs, New Jersey.
6. TAGUCHI, G. 1986. Introduction to Quality Engineering. Asian Production
Centre, Tokyo.
7. SHINGO, S. 1986, Zero Quality Control: Source Inspection and the Poka -
yoke System, (trans). Cambridge Ma, Productivity Press.
8. CROSBY, P. B. 1979. Quality is Free. New York, McGraw - Hill.

9. PETER, T. J. 1982. In Search of Excellence. Harper & Row.
10. WHITTLE, S., SMITH, S., TRANFIELD, D. FOSTER, M. 1991. Implementation
Total Quality: Erecting Tents or Building Palaces. 6th International Conference
of OMA (UK) 1991.

11. WHITTLE, S., SMITH, S. TRANFIELD, D., FOSTER, M. 1992. Total Quality
and Change Management: Integrating approaches for Organisation Design.
Institute of Electrical Engineers Third International Conference, York, July 1992.
TQMPI.DOC
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317
ApFwndix 7
Appendix 7: Core phrases from TQM interviews
318
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326
Appendix 8
Appendix 8: Permission letters from collaborating companies
327
4. ) c3k Q..o
( Q. 4 c
q
11
klv"V THE SIAM REFRACTORY INDUSTRY CO., LTD.
janLiary 1998
Khun Ladawan Krasachol
PhD Student
University Park
Nottingham NG7 2RD
Dear Khun Ladawan,
Thanks for your draft report of the study that you send me. In my point of view,
there are no commentson your report.
As a result of our companyimprovement, may you possibly let us know your
valuablecomments after you finished your Ph.D. Thesis.Furthermore,we would like
to inform you that we would be never mind if you will mention our company'sname
in connectionwith the information given in your report.
We would be appreciatedwith your contact,and we hope that we can take part to help you.
Best regards,
7'
iviarui iviangkiabruks
Kanaging Director
328
HeadQffice Tdnh"n La TaluangPlant
-x Telephone Fax.
I Siam Coment Road, (02) S66-3333 066-02-SOG-2982
I Moo 9. Huai Song-Tha Ian Road. (036) 287000 066-036-281-234
Sangsue, Bangkok 10800 (02) 546-4444 066-02-507-2142
San Mo. Sarsburi 18270
TOSHIBA CONSUmER PRODUCTS (THAILAND) CO., LTD.
TOSHIBA
OCS-LT-8001
16th February,1998
DearMs.Ladawankrasachol
PhD.Student
Withregardto yoursof 13thultimo. We havemuch pleasureto announceyou that we allow

you to mentionour company'snamein connectionwith the detailsin your thesisand also in
academicpublicationas yourspecialrequest.
We feel highlyhonoredby your trust,and hopefullyit will be helpfulto makea successin the
partof yourthesis.
Sincerelyyours,
Mr.TsuyoshiUmeda
Manager
Asst.General of (Q/P)Gr.
329
INOUSTRIAL PAAK. AMPMUR MUANG. PATHUMTHANI 12000 TEL. 501.14()o 1,28 LINES
144,1 fAoo S. qAt4GKAO# I FAX AIR-COt4 501-1420, REF 501-1419
i ttilluuvý 6-414 AA-Auni 1200o Im.
g,, uqms-imniiuui4n: 50, -1400 (i*lUlrVI 26 vvvmvila4dumn-m soi - Im. itou
5o
P, i R. lo Ch Wmld) :, ) Ltd
K
7. Luld
February05,1998
LadawanKrasachol
PhDStudent
Universityof Nottingham
UniversityPark
Nottingham,NG7 2RD
England
DearMs. Ladawan,
After reviewedthe draft report, A study of Total Quality Managementimplementationin

Thailand, on the study of The Read-Rite(Thailand) Co., Ltd. it's all right to mention the
companynamein connectionwith the information given in the report only for your thesis
and/ or academicpublication purposes.
Yours sincerely,
Tawan Supapunt
VP/GM
Read-Rite(Thailand) Co., Ltd.
CC: SomnuckWiroonpong
ti
330
Appendix 9
Appendix 9: Summary report on responsesof commentators
331
Appendix 9
Summary report on responses of commentators
TFQSS(Thai version) was sent out to ten commentators selectedby NSTDA

in September1997. A brief background of TFQSS project and evaluation
form was also given to them. The commentatorswere requestedto comment
on four elements of TFQSS separately. However, they were able to add more
elements including any other comment if they wanted. The project facilitator
receivedcompleted evaluation forms from eight commentators, which were
summarised in the following section.
Three commentatorsare university lecturers. Four are professional quality

consultantsand the other is a manager in a manufacturing company. Those
who are not working as professional consultantsalso provide consultancy
serviceto companies on a part time basis.
Academic Commentators
Person
Main-I&&
" Use "organisation" instead of "company"
" Provide flow chart for the organisation to demonstrate relationship
betweengeneralprocessand TFQSS requirements.
" Identify type and level of documents to be used such as quality manual,
quality procedure, work instruction, etc.
" Provide exampleof each document.
4, Provide the for
preparation adopting quality system.
Provide practical method.
Add section 5. Quality systemaudit and review.
How to apply for TFQSS certification?
QualityObjectives
The organisation must identify and document its quality objectives. Quality
are the aims of the organisation as regards the quality of the goods
objectives
and/or serviceswhich it wants to supply.
2. Planningfor Quality
2.1 Product and Service Quality Specification

The documentation.....etc. The specification must be indicate the acceptance
for the quality control systemto indicate what is acceptablefor each
criteria
quality as well as to be convenientfor product traceablity.
2.2 Planning the Process

Comment is about language concern.
332
Appendix 9
2.3 Staff
add X
2.3. Staff Recruitment
The organisationshould establish annual training plan and maintain training
records.
2.4 Documentand Data Control

All the quality planning documentsmust be controlled, to ensurethat only the
correct and updated version is in use.
Recordsabout all important quality matters must be maintained for a specified
period. Those quality records which reach specified time should be reviewed
andfinally abolished.
2.5 Productand Material Care - Should include product traceability
QualityControlSystem
3.1 Checkingto Quality Specification

The product and/or service specification indicates all the quality features
which are important to quality. Theproduct andlor service specifications
must be documented and reviewed to ensure that they meet customer
requirements.
3.2 Controlof QualityRejects- Commentis aboutlanguageconcern.
3.3 ProcessControl
Processcontrol may involve maintenance and adjustmentsto the factors
which influence the process.
3.4 CorrectiveAction and Quality Improvement

Both corrective action and quality improvementcan be aimed at the process,
equipment,material, staff and suppliersetc. The records of corrective action
and quality improvement must be maintained.
4. Supplier - Use "Vendor" or " Sub-contractor"insteadof "Supplier".
Person 2
MainJ&&
TFQSSshould be written in ISO 9001 format but it should be simpler so
that small businessesare able to achieveand use TFQSS as a basic step for
ISO9000.
Languageusedin standardshouldbe short and clear.
Guideline, manualand exampleshould be provided.
How is TFQSSacceptable?And how to evaluatea company?
Exampleshould be clearly distinct from requirementsin the standard(use
different font or size).
In table of the comparisonof TFQSS and ISO 9000 systemelements,The
elementsof ISO 9000 should be more than what is shown:
333
Appendix 9
=> 2.3 = 4.18 (apart from 4.1.2.1)

=> 2.4 = 4.16 (apart from 4.5)
=:> 3.1 = 4.16 (apart from 4.10,4.11,4.12)
=> 3.2 = 4.16 (apart from 4.13)
1. QualityObjectives
TFQSS shoulddefine who is responsible to identify and review quality

objectives.
so as to ensuretheir continuing relevance to the businessand its
..... its
environment by comparing performance and targets.
2.1 ProductandServiceQuality Specification

Theseareminimumspecificationoftheproducts andlor services.
2.2 Planningthe Process- Comment is about languageconcern.
2.3 Staff
The authority and responsibility for quality of all staff must be defined and
documentedin the job description for each key position affecting quality.
2.4 Documentand Data Control - This element includes "quality records".
2.5 Productand Material Care

Handling, storage,packaging, preservations and delivery should be
documented.
3.1 Checking to Quality Specification

Testing and inspectiontasks,calibration and control of measuring,
inspection and test equipment must be documentedin the processplan (see
section Z2).
3.2 Controlof QualityRejects

insteadof "rejects".
Use"defects"or "non-conformingproducts/services"
3.3 ProcessControl
Should add "maintenanceof equipmentand/or machine" and working
environment becausesmall businesses
always ignore thesematters.
3.4 Corrective Action and Quality Improvement

Preventionis part of improvementbut is not identical.
Supplier
"I
334
Appendix 9
Why must incoming goods checking to quality specifications be instituted

-
whereproblems are experiencedwith supplier materials?
- The company must control quality rejects of supplier.
"Refer to section 3.2" is not enough because control of supplied material
-
may need"claim" or"retum" etc.
Person 3
Nlahddea.
The requirements of TFQSS are adequate to be a basic quality system.
Internal audit and quality records may be useful.
There should be definition of some specific words such as "rejects",
44masterlist", etc.
There should be an example in each element.
There should be an example of corrective action plan.
1. Quality Objectives
Add "Quality objectivesshould be clearly explained to all staff in order that

they understand and accept the quality objectives to be their aimsfor work at
all time."
2.1 Product and Service Quality Specification - Comment is about language

concern.
2.2 Planning the Process- Commentis about languageconcern.
2.3 Staff
2.3.3 Training should include training to resolve problems and improvement
of their work.
2.4 Document and Data Control - Commentis about languageconcern.
2.5 Product and Material Care - Commentis about languageconcern.
I Quality Control System- Commentis about languageconcern.
4. Supplier - Commentis about languageconcern.
Professional Consultants
Person 4
335
Appendix 9
Main Idea:
" It should be clearer that TFQSS is either "standard" or "guideline". If it
will be used as a basic quality system,criteria to evaluate basic quality
in
system a company should be clearly explained.
" In TFQSS, writing style is mixed of requirements and explanation. It may
confuse users what must be done and what should be done. (What should
be donemeansthat they do not needto do it. )
" "System" should not be used in section 3 Quality Control System because
it may confuseusers that there are small systemsin a big one.
" Training should be one of main elementsof TFQSS.
" it should be clearly identified in the standardthat the quality system
responsibleperson must be appointedto co-ordinate and ensurethat the
quality system is establishedand maintained.
" "Section 2.3 -2.5" should not be in "Section 2 Planning for Quality".
" Table in Annex: 2.3 staff should add 4.18 training.
Use "Policy" insteadof "Objectives".

Exampleshould be in appendix.
2.1 Product and Service Quality Specification

Designand modification of the product or servicessupplied is not clearly
explained. It may not be useful for SME.
2.3 Staff
Example should in appendix.
-
Training should be a main item.
-
2.4 Documentand Data Control
It is not clear and confusing of differencebetweendocumentsand records.
2.5 Productand Material Care

"The documentationof correct methodsof care in all these matters,as
applicable,is an important part of the quality planning "
process. may not be
necessary.
3. QualityControlSystem
3.1 Checkingto Quality Specification

Use "Quality Control" insteadof "Quality Control System".
3.2 Control of Quality Rejects- No comment on this element
336
Appendix 9
3.3 ProcessControl - Paragraph2 is not easy to understand.
3.4 CorrectiveAction and Quality Improvement

Quality improvementmay not be necessaryfor SME.
Supplier - Should be more specific.
Person 5
Main Idew
The companyshould use external auditor to help them conduct annual
to
audit effectively improve their system.
The examplegiven in the standardis kind of policy. The quality objectives

be
should specific and measurable such as on time delivery, reject reduction,
reduction of customercomplaints, etc.
2.1 ProductandServiceQuality Specification

Customerrequirementsarenot only specifications but alsoquantity,delivery
time,creditof payment,after saleservice. All of theseneed to be identified
by
andagreed customerandmust be documented.
2.3 Staff
The companyshould establishtentative training plan and maintain training
records.
2.4 Documentand Data Control - OK.
2.5 Productand Material Care - OK.
3. QualityControlSystem
3.1 Checkingto QualitySpecification

The company must establishand maintain inspectionand testingof
-
receiving,work-inprocessand finishedproducts.
The company should conduct internalaudit.
-
- The company should reviewcustomer complaints.
Qualityperformance must be reviewed by management from time to time.
-
3.2 Control of Quality Rejects- OK.
337
Appendix 9
3.3 ProcessControl - OK.

Preventionis different from improvement. Prevention is correction of
potential problems which do not occur yet. Improvement focuseson "quality
objectives".
Correction p. Prevention -0. - Improvement
4. Supplier - OK.
Person
Mainl&a;
" Add moreexamples.
" Identify "areato to
address" makeit moreclear.
" Shouldexplaintechnicaltermusedin the standardbeforecontentbecause
usershavedifferentbasicknowledge.
1. Quality Objectives
In the example ...... to improve the quality and value of our product and
services to be compedtive to ensure that businesslevels and profits are
increased.
2.1 Product and ServiceQuality Specification - Comment is about language

concern.
2.2 Planning the Process- OK.
2.3 Staff
On the job training and safety training should be included.
2.5 Product and Material Care

Example should be provided such as inventory control list, first in; first out,
last in; first out.

Using infonnation of inspectionand testing and foot proof should be included.
3.2 Controlof QualityRejects
338
Appendix 9
Pollution awarenessand social responsibility of the company and its staff

should be included.

Quality improvement is very important for quality objectives. More details on
this item should be provided.
4. Supplier - OK.
Person 7
Main Idea.
Documentswhich demonstrate working processconsistof at leastfour
typesasfollows: businessprocess;work procedure(for subprocess);work
instructions;forms.
Commenton elements
I-4 Most of commentsareaboutlanguageconcern.
Management in a Manufacturing company
Person 8
Main Idea--
" TFQSS is not clear in terms of standard format because requirementsare
not stated clearly that it must be done or it does not need to be done.
" Requirements of TFQSS are adequateto be a basic quality system
standard.
QualityObjectives- OK.
2.1 ProductandServiceQualitySpecification- OK.
2.2 Planning the Process- OK.
2.3 Staff
2.3.1 Co-ordination of quality managementmust be the responsibility of
quality management co-ordinator who is aPPOintedby the company to ensure
that the quality systemis establishedand maintained in accordancewith this
standard.
2.3.2 Commentis about languageconcern.
339
Appendix 9
2.3.3 All staff affecting quality must be given adequate training to their
....
duties.
2.5 Productand Material Care - Comment is about language concern.

The product and/or service specification indicates all the quality features
which are important to quality. The product andlor service specifications
must be documented and reviewed to ensure that they meet customer
requirements.
3.2 Controlof QualityRejects- OK.
3.4 CorrectiveAction and Quality Improvement - OK.
4. Supplier - OK.
340
Appendix 10
Appendix 10: Thai Foundation Quality System Standard
341
Version 2.3, Status: Issuc Date S,'J,'93
National Science and Technology Development Agency
Thai Foundation Quality System Standard
342
Author J.D.T. Tannock/L.Krasachol Pagre1/10

Version 2.3 Status: Issue Date 3/4/93
Introduction
The Thai Foundation Quality System,s Standard (TFQSS) has been developed by
NSTDA in a collaborative project with five Thai companies. The standard aims to
provide a model for quality management with a level and scope suitable for small
and medium enterprises where certification to ISO 9000 series standards is not
appropriate.
The TFQSS standard allows such businesses to start to progress in the direction of
effective quality management, and improve their competitive position. It is also
anticipated that certification to the standard will become a recognised and worthwhile
basic indication of competency in quality management.
Contents
1. Quality Policy and Objectives
2.1 Quality specifications

2.2 Process and inspection planning
2.3 Staff and training
2.4 Document data and record control
2.5 Product and material care
3. Quality Control System
3.1 Checking to quality specifications

3.2 Control of quality rejects
3.3 Process control
3.4 Corrective action
4. Purchasing and Suppliers
343
uthor: J.D.T. Tannpck/L. Kcasachol Page2/10
.
Version 2.3 Status: issue Da(e 814i9S
1. QUALITY POLICY AND OBJECTIVES
Requirement
The company must identify and document Its quality policy and objectives.
Quality policy and objectives must be reviewed from time-to-time, so as to ensure

their continuing relevance to the business and its environment.
Quality policy and objectives must be clearly explained to all staff in Order that they
can understand and accept the quality policy and objectives as their Workaims at all
times.
Guidance
Quality policy defines the aims of the overall company as regards the quality
of the goods and/or services which it supplies.
The quality objectives flow from the quality policy and should be specific,
measurable and achievable.
Examples of quality policy and objectives
The quality policy of the company is to
Ensure customer satisfaction and continuing orders by supplying only

products and/or services which meet the specification agreed with the
customer
and
To improve the quality and value of our products and/or services above those
of our competitors to ensure that business levels and profits are increased.
The quality objectives of the company in the current year are as follows: -
1.50% reduction in customer complaints

2.10% reduction in manufacturingquality rejects
344
Author: J.D.T. Tannock/L. Krasachol Page3/10

Version 2.3 S(Mus: Issue
Daic O-UoS.98
2. PLANNING FOR QUAUTY
Requirement
The company must carry out quality planning to achieve its quality policy and
objectives. Plans are required in the following areas. --
2.1 Quality specifications

" Quality specifications for each product andlor service must be identified
and documented.
" The acceptable tolerance limits for each of the quality specifications must
be identified and documented.
" Where the company is responsible for the initial design oiýany modification
of a product andlor service supplied, all statutory and regulatory
requirements,including product liability, must be identified and
documented.
2.2 Process and inspection planning

All processes to produce or deliver the product andlor service must be
identified and documented in the form of wor* instructions and distributed
to ensure that the correct methods are known to all staff.
Test and inspection plans must be established and distributed to ensure
that the product andlor service conforms to specification.
2.3 Staff and training

0 Co-ordination of quality management must be the responsibilityof a
specified member of the companystaff who will ensure that the quality
is
system established and maintained in accordance with this standard.
0 The authority and responsibility for quality of all staff must be defined and
documented in the job description for each key position.
All staff must be given adequate training to ensure that they are capable of
achieving the required quality in their work.
2.4 Document, data and record control

" All the quality planning documents and data must be controlled, to ensure
that only the correct version is in use.
" Records about all important quality matters must be maintained for a
specified period.
2.5 Product and material care

Product and material must be in controlled and kept in good conditions to
prevent damage or deterioration.
Guidance
Quality planning is vital to successful quality management. Before full control can be
established the planning task must be completed. Many businesses do not
345
Author: J.D.T. Tanilock/L. Krasachoi Pagge
4110
Version 2.3 Status: issue Daw S,4.,9S
document all necessary aspects of their plans for quality. The quality planning task
consists of the following 5 elements:
Quality specifications. The company should identify all the significant quality
features which are important to the customer. These are the customer requirements.
The customer requirements for each product and/or service should be transformed
into quality specifications. These may include matters like delivery time, dimensions,
after-sales service, freshness, weight, colour, taste, payment methods etc.
The documentation of quality specification may take many forms, such as

engineering drawings, written descriptions of a service, etc. The specifications
should clearly indicate the tolerances, which are the acceptance c(iteria for the
quality control system to indicate what is acceptable for each quality feature.
The product or service specifications should be reviewed at appropriate intervals to

ensure that they continue to meet customer requirements.
Process and inspection planning. The work instructions consist of appropriate

descriptions of the sequence of operations which produce or deliver the product
and/or service to the customer. The work instructions may take many forms such as
flowcharts, pictures, written descriptions, etc. Operations may require the use of
equipment or facilities, which should be defined. For example, all production
machine settings for each different product must be written down and made available
to the staff responsible for production.
Where test and inspection operations are necessary to check that quality
the these should be included in the
specifications are met at any stage of process,
inspection plan. The test and inspection task should be planned and performed to
identify any non-conformance to the product and/or service specifications at the
earliest possible stage of the process. This will avoid waste.
Staffing and training. The quality co-ordinator should be a person who has
sufficient authority to control the operation and ensure the effectiveness of the quality
system.
The job description for each role including managers, supervisors, inspectors,
process operators, clerical workers and all staff dealing with customers should clearly
state the authority and responsibility for quality for that position.
Training of staff is essential to achieve quality. The organisation should establish and
document an annual training plan and maintain training records. Apart from on-the-
job training, the company should consider the provision of training programmes for
quality problem solving and continuous improvement.
Example of job description. The typical responsibilities of a process operator

might be:
a) To ensure that the process plan is followed at all times and to inspect each
product manufactured to check it meets the specification in all respects.
b) To clearly identify any non-conforming products and to rework them if
possible to achieve the specification.
346
Author: J.D.T. Tannock/L. Krasachol patle 5/ 10

Version 2.3 Status: Issue Date S/4,98
c) To immediately bring to the attention of the production manager any defects

of equipment, material or process which may effect quality. ' -
Document, data and record control
The company should identify documents, data used in and records resulting from its
quality system by establishing a master list of all quality document, data and records.
To ensure that only the correct version is in use, the company should identify each
document with the date, author's name, a version number and an issue status. See
this document for an example.
Quality records might include as applicable:-
" Inspection and test results.

" Quality rejects (includingscrapped and reworked products).
" Customer complaints.
" Training records.
" Supplier quality performance records.
" Measurementand test equipment calibration records
Product and Material Care. Proper handling, storage, packaging, preservation and
delivery are vital to ensure that the customer receives products of the required
quality. Raw materials and components may also be damaged or deteriorate without
proper care. Product and material care should be documented. Formal inventory
control methods may be required.
The documentation of the correct methods of care in all these matters, as applicable,
is an important part of the quality planning process. Any quality problems caused by
inadequate product care should be treated in the same way as those caused by
processing or supplier quality problems (see Section 3).
'347
Version 2.3 Status: issue . Date 3/4/98
3. QUALITY CONTROL SYSTEM
Requirement
The company must adopt a quality control system to implement effective Procedures
for-
3.1 Checking to Quality Specifications

" Products andlor services must be checked by the planned test or
inspection methods to ensure that they meet all quality specifications.
" Whether or not any product, service andlor material has been checked
must be cleady marked and identified at all process stades.
" Equipment used for test and inspection must be calibrated or othenvise
validated at appropriate intervals.
3.2 Control of Quality Rejects

Any product or material which is found to be reject (non-confonning to
quality specifications) must be immediately identified, marked and
separated from confonning products or materials.
The person responsible for authorising disposition of reject products must
sign the reject record and indicate in writing the required alternative.
A record must be kept of any quality rejects, including the number, type
and tault(s) identified.
3.3 Process Control

a The company must ensure that the process is in control at all time by
providing adequate training for operators as well as production equipment
monitoring and maintenance where appropriate.
0 Work instructions and quality specifications must be made available to
concerned staff
3.4 Corrective Action

Corrective action must be taken to eliminate the causes of the problem
when rejects or customer complaints occur.
Guidance
The heart of quality managementis the control and improvement of product and
service quality. This is the everyday management task based on the planning
operations described in Section 2. Without proper planning ity
quz:! control cannot be
effective. It is recommended that internal audit of the quality system is instituted on a
regular basis to ensure that procedures and records described below are properly
implemented and maintained.
Checking to Quality Specifications. The product and/or service specifications

indicate all the quality features which are important to quality and will be checked to
ensure that they meet these specifications. Products and/or services which are non-
conforming to these specifications are rejects. The method and frequency of
348
Author: J.D.T. Tannock/L. Krasachol
Version 2.3 status: Issue Date 3,4/98
checking depends on the type of product and/or service. Some products require
testing and inspection of every part, while others require careful control of the
manufacturing process. Many service operations are difficult to check directly, and
the company must depend largely on customer feedback.
The inspection and test results should be recorded immediately and placed with the
quality records. Information required for process control or reject control should be
immediately made available to the staff responsible.
Any equipment used for test and inspection should be suitable for the task.
Instruments which require calibration to achieve proper accuracy should be
calibrated at appropriate intervals and calibration records maintained.
Control of Quality Rejects. The quality rejects should not be passed to the
customer or returned to normal use without proper authority from the staff
responsible for this matter. Options for the disposition of quality rejects may include: -
" Scrap
" Rework or repair
" Pass as acceptable to specifications
" Pass as lower grade
The disposition method chosen by the responsible member of staff should be guided
by the company quality policy and objectives.
Process Control. Where hand working such as sewing or assembly is important,

the operator should be directly responsiblefor process control. To ensure that the
operator is able to control the process, operators should be selected and trained to
achieve the required quality. Work instructionsand quality specifications should be
made available to them as written documents,diagrams or pictures showing good
and bad work, etc. as appropriate.
Process control is also necessary when production equipment must be monitored to
ensure that good quality products or components are manufactured. Process control
may involve equipment maintenance and adjustments to the factors which influence
the process. Process settings should be detailed in the process plan. Control may
be achieved on the basis of product inspection and test information, and/or process
information such as temperature, pressure, etc.
Corrective Action. A written CorrectiveAction Plan should be established to deal

with any persistent or severe quality problem. This plan should indicate the nature
and cause of the problem and a time-scalefor corrective action including a review
date. If possible the required action to eliminate the cause of the problem should be
clearly identified. A member of staff should be identified in the plan and made
responsiblefor carrying out the plan in the required time-scale. Corrective action can
be aimed at the process, equipment, material, staff and suppliers, etc.
Prevention and quality improvement are also important. Prevention is the

elimination
of potential problems which have not yet occurred. Quality improvement focuses on
quality objectives, and pims to reduce undesirable variation in the products and/or
349
Author: J.D.T. Tannock/L. Krasachol PageS/10
Version 2.3 Status: issue Dme S/4198
services and hence eliminate non-conformance and increase customer satisfaction.

Prevention and quality improvement and not required by the TFQSS, but they are
highly recommended. It is possible to target the most serious areas for prevention
and quality improvement using simple graphical techniques such as Pareto charts.
The worst prccesses, products, suppliers, etc. can then be dealt with using the
Action Plan method described. Records of prevention and quality improvement
action should be maintained.
350
Author:J.D.T. Tannock/L.Krasachol Page9/ 10
Version 2.3 Status: issue
Date 3/4! 98
4. PURCHASING AND SUPPLIERS
Requirement
The company must identify quality specifications for the materials, components,
products or services which it purchases.
The company must have a system to monitor suppliers quality performance.
The company must have a system to select suppliers on the basis of the quality of
their products andlor services as well as price. -I
Guidance
Many quality problems are caused by the use of material (including components,
products and/or services) which are unsuitable, or are themselves of low quality.
The result is often to create difficulty and extra costs within the company, and
complaints from the customer. This situation may be linked to price, which makes it
impractical to purchase the better material.
To reduce this type of problem, the company should clearly identify quality
specifications for all material which it requires to incorporate in its own products
and/or services. This will enable rational ordering, and allow objective testing and
inspection of incoming material for quality rejects.
The company should have a written procedure to ensure that suppliers deliver what
was ordered, to the agreed specification and quantity.
Where problems are experienced with supplied material, incoming goods checking to
quality specifications (Section 3.1) should be instituted to identify quality rejects.
Control of quality rejects should be instituted (Section 3.2) as for goods
manufactured in the company.
Quality records of all supplied material, should be kept so as to enable analysis of

the performanceof each supplier. Supplierswith poor quality performance may then
be identified, and corrective action instituted.
351
Author J.D.T. Tannock/L. Krasachol

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Krasachol, Ladawan (1999) The development of quality

management in Thailand. PhD thesis, University of

Access from the University of Nottingham repository:

Copyright and reuse:

For more information, please contact eprints@nottingham.ac.uk

School of Mechanical, Materials, Manufacturing

Thesis submitted to the University of Nottingham for

the degree of Doctor of Philosophy

This thesis presents the results of an investigation into the development

of quality management in Thailand. The research was conducted in order to

draw up an overall picture of quality progress in Thai industry, to provide

useful insights for Thai companies and policy-makers, as well as to compare

Thailand with other developing countries.

This research has adopted an integrated approach to research

empirical research projects were conducted to obtain an insight into quality

management, particularly the ISO 9000 series of quality systems standards,

Total Quality Management (TQM), and a `foundation level' quality system,

within Thai industry. The in-depth study of ISO 9000 implementation

four types of ISO 9000 implementation process; implementation factors and

obstacles; the impact of implementation process and future plans after a

company has achieved ISO 9000 registration. The study of TQM

implementation in companies located in Thailand reveals that the companies

studied have each adopted different, but successful, approaches to TQM

implementation. The Thai Foundation Quality System Standard (TFQSS) has

implementation of quality management in a Thai perspective.

As a result of the study, a TQM framework was developed. The

framework identifies three broad dimensionsof quality managementin a Thai

" Three aspectsof quality management;

" Five stages of development; and

" Four implementationparadigms.

An organisation that wishes to embark on a quality journey can

examine its status against the framework in order to start, or to improve a

particular aspect that is found to be unsatisfactory.

After identifying some criteria for the assessmentof national quality

development,a simple model of quality managementin developing countries

is proposed to depict comparative characteristics of quality management

within these countries. It is concluded that, among developing countries in

This thesis describes an extensive research programme carried out by

organisations have contributed in many ways to the research. Their support,

co-operation and assistancehave been instrumental to the completion of this

thesis. In particular, I would like to thank:

My supervisor, Dr. James D. T. Tannock for his invaluable advice,

professional guidance, and unlimited support. It has been a great pleasure

appreciated. Thanks also to Professor Christopher O'Brien for his support.

My sponsor,the Royal Thai Governmentwho funded my research,and

also my employer, the National Science and Technology Development

Agency (NSTDA) who allowed me a long period of absence in which to

complete my thesis, and gave me valuable support in data collection. I am

deeply indebted to Professor Naksitte Coovattanachai, the Deputy Director of

NSTDA. Without his support and continued encouragement throughout the

Professor Yongyuth Yuthavong, the former Director of NSTDA, who

permitted me to conduct the research within NSTDA projects.

Dr. Paritud Bhandhubanyong, who provided very helpful suggestions

as well as information regarding Thai quality management. I would also like

All companies involved in this research project, who provided vital

opportunities for research in their organisations. This includes the 217

companies that responded to the survey questionnaire and the 13 companies

thanks go to Mr. Somnuck Wiroonpong at Read-Rite (Thailand) Co., Ltd., Mr.

PhaosingNuangchamnongat Toshiba ConsumerProduct (Thailand) Co., Ltd.,