ABSTRACT
This chapter discusses the strategic importance of quality in creating a sustainable competitive advantage. It describes the key dimensions of quality and its management. The chapter explores the process approach to improvement. It identifies the importance of continuous improvement in quality. The chapter presents the ways in which strategic operations management can contribute to building, sustaining and improving quality across the organization. It looks at the ways in which thinking and practice about quality management have evolved and at some frameworks for ensuring it becomes a key part of effective operations management. However the high value of the Yen and increasing global competition has meant that the company has had to place considerable attention on preserving a quality-led competitive position. Satisfied customers may purchase a competitor's product or service because the purchase is not significant to them and hence they do not mind which brand they use.
