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ISO9000 & Beyond

To be successful, organisations must is applicable to any type of
prove themselves to be indispensable to organisation, albeit with modifications.
their customers, be attuned to their For example, a BSC for non-profit
employees' needs, be willing to partner organisations must be modified to include
with their suppliers, and be considerate a mission perspective and any other
of the social, environmental, and safety additional perspectives which provide
outcomes of their performance. These specific information on social
rather new and expanded objectives of demographic factors regarding the
business operations, are the main pillars organisation's environment. Viewed as a
of business excellence. performance measurement system (PMS), the
Samson and Challis (2002) studied leading BSC is not a new tool as PMSs have
international organisations in an effort existed for a long time in all
to determine why some were more organisations and in most cultures, in
successful than others in their pursuit one form or another. Hence the novelty of
of excellence. They identified a total of the BSC does not reside in its existence
14 principles that served as catalysts but rather in the attempt to achieve
for business excellence. The extent to standardisation via conventions and
which each organisation embodied these universal rules (Urrutia de Hoyos, 2001).
principles appeared to be directly The BSC's most standardised antecedent is
related to the speed of its journey the "tableau de bord" (Mallo and Merlo,
towards excellence. 1995), a tool utilised principally by
Furthermore, the EFQM Excellence Model, French companies, and whose configuration
which is used to adjudicate the European and conceptual basis is very similar to
Quality Award, and the most frequently the BSC. One explanation for the lack of
discussed model in quality literature standardisation of PMSs along the line of
(van der Wiele et aI., 1995, 2001), uses the tableau de bord and BSC is certainly
self-assessment as a tool to identify the lack of publicised information
organisational strengths, as well as regarding their existence due to its
areas in which there exists room for being an excessively strategic tool; due
improvement. Its outcome is a structured to their strategic nature, organisations
plan for amelioration, which is are very reluctant to disclose their
subsequently monitored for progress. In existence and utilisation.
addition to this self-assessment Development of the BSC
component, the EFQM assists organisations The development of the BSC has gone
with their continuous improvement through three distinct phases.
initiatives by facilitating gauging of The First phase
progress against measures of total Initially the BSC was intended as a
quality management, identification of measurement tool, with an operational and
improvement opportunities benchmarking tactical focus. It was a collection of
and organisational learning (McAdam and indicators arranged by perspectives or
Kelly, 2002). key areas, which permitted the
Truly effective use of the excellence identification of the determinants of the
models for continuous improvement performance of a business. The original
requires the input of management and objective was to overcome the limitations
employees. For maximum benefit, it must of using only financial indicators. These
be effectively marketed by top management last only provided information about
and internalised by the staff of the actual, past performance, and failed to
organisation (van der Wiele et aI., provide information on the drivers of
2000). Also, to be optimally effective, future performance (Kaplan and Norton,
quality improvements should be 1996). The four BSC perspectives -
prioritised and should focus on the financial, customer, internal processes,
results category of a business excellence learning and growth - were selected on
model such as the EFQM Excellence Model the basis of the results of a study by
(EFQM, 1999; Seghezzi, 2001), the Malcolm David Norton and Harvard University
Baldrige National Quality Award (MBNQA, (Kaplan and Norton, 1992).
2002), or the Canadian Framework for The Second phase
Business Excellence (CFBE, 2002). In the process of identifying indicators
Quality management for each of the four perspectives, it was
The family of ISO 9000 standards can be discovered that by developing strategy
regarded as the foundation on which maps, not only could the appropriate
organisations can build their excellence indicators be identified, but also
programs. The success of a quality management could utilise the BSC for
management program that builds upon the strategic planning. In the first phase,
foundation of the ISO 9000 system has indicators were identified subsequent to
been said to relate to the original the development and definition of the
motivation for registration (van der organisation's strategy, and had an
Wiele et aI., 2001). The message is that operational and/or tactical focus. During
the added value that an organisation this phase, it was discovered that it was
derives from the ISO 9000 standards not enough to simply identify indicators,
should be a result of that organisation's it was also necessary that the indicators
motives for, and approach to, were extracted directly from the
implementation (Cobb, 2003; Gotzamani and strategic plan. This so as to identify,
Tsiotras, 2002; Singels et aI., 2001). and explicitly describe, the causal
Issues such as organisation, internal and relationships with the organisation's
external communications, employee strategy. In other words, the indicators
awareness of quality, product conformance were identified prior to the development
and customer satisfaction are all and definition of the organisation's
addressed within the ISO 9000 system, strategy, and as such playa key role in
simplifying management commitment to the development and definition of the
quality. This can be a driving force to strategy. The act of measurement has
go beyond and achieve business consequences that exceed simply providing
excellence. However, if not done information on past results. It also
properly, it is also possible that directs attention to the future, since
implementation of ISO 9000 may lead to the indicators selected by management are
excessive emphasis on the documented 'de facto' those which are important to
procedures and less emphasis on achieving management. Hence, with a clearly defined
business objectives (Gotzamani and strategy, coherently communicated and
Tsiotras, 2002). aligned with change drivers, what was
The importance and relevance of quality initially an information/measurement
cannot be overstated. In recent decades, tool, and part of the management control
public, private, and third-sector function, was converted into a tool for
organisations have been awakened to the strategic management (Kaplan and Norton,
necessity of creating and ensuring 2000) and a part of the strategy
quality in every aspect of their formation process.
operations. Far beyond "permitting things The Third phase
to run smoothly", an emphasis on quality The BSC communicates the organisation's
in management systems is now considered strategic plan via maps in which the
essential to an organisation's cause-effect relationships between the
prosperity. Globalisation and an enhanced different strategic objectives can be
concept of corporate liability are two visualised. This permits management to
important societal trends contributing to utilise the BSC as a tool for change
this emphasis on quality. There are management leading to the achievement of
numerous reports in the literature that Business Excellence.
describe quality management practices and Conclusion
the benefits that emanate from This article explored the broad issues
implementation of an ISO 9000 system. related to business excellence and the
Many of these are case studies or reports application of ISo 9000 and the BSC as
of the benefits and drawbacks of such the first steps in achieving excellence.
systems. The emphasis is on continuous ISO 9000 and the BSC aim at assisting
improvement which is beyond simple firms to develop systems and procedures
conformance to the ISO 9000 standards. which allow them to achieve business
The Balanced Scorecard excellence by becoming more
The Balanced Scorecard (BSC) is an customer-oriented. The implementation of
instrument which translates the mission such systems requires on-going support
and strategy of an organisation into a from senior management; taking into
broad collection of action metrics and consideration the role of internal
indicators, and which subsequently reporting and operational control systems
provides the structure necessary to serve to monitor and proactively adapt to
as control and strategic measurement changing business needs.
system (Kaplan and Norton, 1996). The BSC




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