The Hindu Business Line : ‘Total Quality Management needs to be more inclusive’

“The change is going to be painful and challenging,” said Mr Venu Srinivasan, Vice-President, Confederation of Indian Industry and Chairman and Managing Director of TVS Motor Company.

Speaking at the 16th Quality Summit, organised by the CII-Institute of Quality, he suggested that TQM (Total Quality Management) needed to be more inclusive and expand to encompass areas that had not been explicitly focused such as strategy formation and deployment, innovation, brand creation and leadership and people development.

Strategy dimensions

Enumerating five dimensions of strategy, he said that a shift from conventional to value creation was imperative. The new value creation strategy needed conditions to be shaped with customer value as prime focus.

Mass and commonalities should be targeted rather than focusing on differences, asking what needed to be done without being conditioned by constraints of assets and capabilities as opposed to the conventional strategy of leveraging assets and capabilities as well as seeking solutions to what products and services the customer required rather than being determined by industry boundaries.

Need for innovation

He stressed the need for innovation in business models and creating new customer needs. “TQM needs to understand Brand Creation differently, since evaluation of the brand is not completely scientific,” he said.

In the case of brand creation, companies needed to define markets through their vision rather than focus on competition, thereby differentiating the products in the minds of the prospects.

He also cautioned that companies needed to have appropriate strategies to attract and retain talent with an in-house training for leadership.

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