Fundamental concepts and genuine quality management model for sustained success in quality management presented by Yoshinori Iizuka - The University of Tokyo.

1. ©Y.Iizuka
Yoshinori Iizuka
Professor Emeritus, The University of Tokyo
飯塚悦功（東京大学名誉教授）
Quality Management for Sustained Success
－Its Fundamental Concepts and
Genuine Quality Management Model－
持続的成功のための品質マネジメント
－その基本概念と真・品質経営モデル－
QuEST Forum 2015 APAC Best Practices Conference
13-16 April 2015, Tokyo, Japan

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Japan as quality powerhouse品質立国日本
 “If Japan can …, why can’t we?”
「日本にできて，なぜできないか?」
 A TV program of NBC in 1980 NBCのテレビ番組
 Reasons for Japan’s success of achieving a miracle economic
development through the world wide high reputation for quality
of industrial products 高品質工業製品による奇跡的経済発展
 Japan as quality powerhouse 品質立国日本
 A great success in economics during 1960s – mid 1980s
based on the popularization of industrial products.
 A big economic nation based on competitiveness of industrial
products armed with quality
高品質工業製品の競争力による経済大国
 “Japan as quality powerhouse”, “Great industrial nation,
Japan”, “Japan as No. 1”. 品質立国日本，ものづくり大国日本
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The age demanded “quality” 品質の時代
 Why “Japan as quality powerhouse”?
なぜ品質立国は可能だったのか
 Because, the age demanded the “quality”
「品質の時代」だったから
 A high economic growth based on popularization of
industrial products.
工業製品の大衆化による高度成長
 A competitive advantage factor – “quality”.
競争優位要因－品質
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The age demanded “quality”品質の時代
 Industrial products of high quality with cheaper cost
良質安価な工業製品
 Ability of designing products responding to customer needs
and realizing the products as specified in the design.
顧客ニーズに応える製品を合理的に提供する能力
 An approach
一つの方法が品質マネジメント
 Stable profit through quality of products satisfying customers
with reasonable cost
顧客ニーズを満たす妥当な価格の製品の提供による安定した利益
 Applying concept and methodology of quality in business
management
経営における品質に関わる概念と方法論の適用
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IMD World Competitiveness Ranking (Japan)
IMD世界競争力ランキング（日本の推移）1989
1990
1991
1992
1993
1994
1995
1996
1997
2000
2001
2002
2003
2004
2005
2006
2007
2008
2009
2010
1998
1999
1
3
5
10
15
20
25
27
17
22
24
16
19
21
24
27
23
21
24
20
17
44
311111
2011
2012
2013
26
27
24
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Japan
Germany
Ireland
USA
GDP per capita 一人当たりGDP

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Change to mature economic society
成熟経済社会への変化
 A change to mature economic society 成熟経済社会
 In 1980’s in developed countries 1980年代の先進国
 This will cause changes in competitive advantage factors and
economic structure. 競争優位要因と経済構造の変化
 Competitive advantage factor 競争優位要因
 An ability or aspect needed to be competitive in a business
事業における競争力を左右する能力・側面
 This will change depending on the business environment
事業環境によって変わる
 Economic structure 経済構造
 Structure of business, roles and competitiveness
事業の構造，役割，競争力
 An example of changes: the rise of Asia in manufacturing
例：製造におけるアジアの台頭
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Surviving in the age of change
変化の時代を生きる
 Mature economic society
成熟経済社会
 Rapid changes: Quantitative changes are limited but
qualitative changes are significant and rapid. 速い変化
 The term “mature” is associated with a “conservative” image.
But, …… 保守的ではダメ
 Capabilities necessary for the age of change
変化への対応能力
 Capability to detect changes and understand their significance
変化を知り，意味を理解する
 Capability to recognize one’s own strength, weakness and
characteristics 自身の強み弱み、特徴を知る
 Capability to envision what one’s own self should look like after
going through changes 変化した暁に実現すべきあるべき姿の自覚
 Capability to reform oneself 自己を変革する
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Surviving in the age of change
変化の時代を生きる
 Sustained success in mature economic society
持続的成功
 Has changed: structure of society/economy, and accordingly
competitive advantage factors
社会・経済構造、競争優位要因の変化
 Back to the basics and rebuild our thinking framework
原点に返る
 Not limited to Japan
ここまでの考察は日本に限らない
 Starting from analysis of Japan’s society and economy
 The same challenges are shared by developed countries and
developing countries for which trade with developed countries
becomes increasingly important.
先進国にも，先進国と取引をする開発国にも，同じ課題がある
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Surviving in the age of change
変化の時代を生きる
 Focusing on “customer value provision”
「顧客価値提供」
 Be clearly aware of changes
変化の認識
 Understand that previous business models are hard to remain
valid
これまでのビジネスモデルが通用するとは限らない
 Establish a new business management style
新たな経営スタイルの確立
 A useful perspective: “sustained success” focusing on
“customer value provision”
有益な視点：「顧客価値提供」に焦点を当てた「持続的成功」
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Sustained success focusing on
customer value provision
顧客価値提供に焦点を当てた持続的成功
 Sustained success in business
事業の持続的成功
 Sustained success: Success in any business environment
持続的成功：どのような事業環境でも成功できる
 Success: Value provided by the organization is well accepted
by its customers and other stakeholders
成功： 提供価値が顧客・利害関係者に受け入れられる
 Every organization is established to provide socially significant
value
組織は社会的に意味のある価値を提供するために設立される
 Success: Not identical with sustained high profitability
成功 ≠ 高収益
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Sustained success focusing on
customer value provision
顧客価値提供に焦点を当てた持続的成功
 Reproducible cycle of value provision
価値提供の再生産サイクル
 Objective of business management: Provide customers with
value through products/services
経営の目的＝製品・サービスを通した価値提供
 Quality: Customers’ evaluation to value provided
品質＝価値に対する評価
 Direct objective of business management: Quality of
products/services 経営の直接的目的：製品・サービスの品質
 The objective of business management is profit?
経営の目的は「利益」か？
 An overall measure to evaluate customer value provision
activities 顧客価値提供活動の総合的評価尺度
 A source to run reproduction cycle of customer value provision
顧客価値提供の再生産サイクルの原資
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Objective of founding an organization: Customer value provision
through products/services 組織設立の目的：製品・サービスを通した顧客価値提供
Quality：Value perceived by customer 品質：価値に対する顧客の受けとめ方
Objective of business management: Provision of quality products/services
経営の目的：品質の良い製品・サービスの提供
Profit：Source to run reproduction cycle of customer value provision
Overall metric of quality-oriented business management
利益：顧客価値提供の再生産サイクルの原資／品質経営のレベル評価の総合的尺度
Quality in business management
経営における品質
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Competitors
競合
Quality
Management
System
品質マネジメント
システム
Organization
組織
Customers
顧客
Management System
マネジメントシステム
Products/
Services
Value
価値
Business
Management
経営
Quality品質
製品・サービス

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Key concepts in customer value
provision
顧客価値提供における重要概念
 Customer value
顧客価値
 Value provided to customers through products/services
製品・サービスを通した価値提供
 Products/services are a means to provide customer value or a
medium of customer value.
製品は価値提供の手段・媒体
 Quality： Customer perception of the value provided
品質＝提供価値に対する顧客の評価
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Key concepts in customer value
provision
顧客価値提供における重要概念
 Capabilities/characteristics
能力・特徴
 Capabilities: Abilities to materialize customer value provision
能力：価値提供を具現化する能力
 An ability required to establish advantage in competition
environment (competitive advantage factors)
競争優位になりうる能力
 Characteristics: Attributes and features to serve as sources to
generate capabilities
特徴：能力の源泉となる属性・特徴
 Organizational capability profile: Totality of the identified
capabilities and characteristics that an organization must be
equipped with to establish competitive advantage
組織能力像：競争優位のために組織が持つべき能力・特徴の全体像
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Key concepts in customer value
provision
顧客価値提供における重要概念
 Business scenario
事業シナリオ
 Plan scheme or story line enabling an organization to achieve
sustained success through customer value
持続的成功への構想
 Envisioning what customer value is to be provided to what type
of customers in terms of characteristics through what
products/services by using what capabilities/characteristics of
an organization and its partners under competition
environment so as to make a success in business.
どんな顧客に，どんな顧客価値を，どんな能力・特徴を武器に提供するか
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Key concepts in customer value
provision
顧客価値提供における重要概念
 Systematization
システム化
 Actually implement a set of required organizational capabilities
into QMS so as to use them on the daily basis
必要な組織能力のQMSへの実装，日常化
 “Giving shape to an idea”
思いを形に
 Analyze and design which aspects of which processes and
resources in QMS actually embody the required
capabilities
必要な組織能力をQMSのどのプロセス，リソースが担うか
 Systematically implement QMS
QMSの体系的運用
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Key concepts in customer value
provision
顧客価値提供における重要概念
 Adaptability to changes 変化への対応
 Appropriately address changes in business environment
事業環境の変化への適切な対応
 Understand status and meaning of changes in business
environment, take account of its own characteristics, define
capabilities that it should be equipped with in the changed
business environment, and reform itself to materialize the
capabilities.
変化の認識，持つべき能力の特定，自己変革
 Adaptability to changes itself needs to be systematized
変化への対応能力のシステム化
 Processes to evaluate business performance and QMS
performance and decide whether improvement/innovation
is needed QMSパフォーマンス評価、改善・革新の必要性
 Processes to make innovation 革新の実施
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Key concepts in customer value provision
顧客価値提供における重要概念
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Customer
顧客
Customer
顧客
Customer
顧客
Suppliers
供給者
Partners
サプライヤー
Organization
組織
Capabilities能力
Characteristics特徴
Systematization
システム化
Organizational
Capability Profile
QMS
Quality Management
System
Products/
Services
Customer
Value
顧客
価値
Product Value
製品価値
Quality品質
Adaptability to Changes
Business Structure事業構造
Business
Environment
Business Scenario事業シナリオ
Competitors
競合
変化への対応
組織能力像
事業環境
製品・サービス

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Genuine Quality Management model
真・品質経営モデル
 Genuine Quality Management
真・品質経営
 Quality management in mature economic society
成熟経済社会における品質経営
 Focusing on customer value aiming at sustained success
持続的成功のために必要な顧客価値に焦点
 Its fundamental concepts are not different from conventional
quality control and quality management
基本は従来の品質管理・品質経営と変わらない
 Significance of quality and methodology of management need
to be broadened and deepened
だが，品質の意味とマネジメントの方法論の拡大・深化が必要
 One of the innovated quality management models is presented
here, which is named “genuine quality management model.”
真・品質経営
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Genuine Quality Management model
真・品質経営モデル
 The core concept of Genuine Quality Management
model is “sustained success”
真・品質経営の中心概念は持続的成功
 To achieve “success”: Must define customer value to be
provided, compete against competitors and establish
competitive advantage on the daily basis.
成功のために：提供すべき顧客価値の明確化，競争優位要因の確立
 To make success “sustained”: Must appropriately and timely
adapt to changes.
持続的であるために： 変化への適時適切な対応
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Conditions for sustained success
持続的成功のための条件
 Condition 1: Customer value provision 顧客価値提供
 How to provide what to whom from whom?
誰に，何を，どのように提供するのか
 Condition 2: Competitive advantage 競争優位
 Which value, organizational capabilities and characteristics
should be used to achieve competitive advantage?
どの価値，組織能力・特徴で，競争優位性を確立するか
 Condition 3: Systematization システム化
 How to attain and maintain competitive advantage routinely?
競争優位を日常的にどう実現し，維持していくのか
 Condition 4: Adaptability to changes 変化への対応
 How to adapt to changes in business environment in day-to-
day operations? 事業環境の変化に日常的にどう対応できるか
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Summary まとめ
 Making historical investigation on rise and fall of quality
management
品質管理の栄枯盛衰の歴史的考察
 Analyzing their causes as logical as possible
論理的分析
 Taking account of characteristics of the mature economic
society
現代の成熟経済社会の特徴の考慮
 Proposed a new quality management model adapted to the
current age, based on the ideas/methodologies of quality
management in the past high economic growth period
経済高度成長期の品質マネジメントの思想・方法論を基礎とする，新
たな品質経営モデルの提案
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Thank you for your attention
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©Y.Iizuka
Yoshinori Iizuka
Professor Emeritus, The University of Tokyo
飯塚悦功（東京大学名誉教授）
Quality Management for Sustained Success
－Its Fundamental Concepts and
Genuine Quality Management Model－
持続的成功のための品質マネジメント
－その基本概念と真・品質経営モデル－
QuEST Forum 2015 APAC Best Practices Conference
13-16 April 2015, Tokyo, Japan