Total quality by satellite - video conferences on quality management offered

Nation's Business, March, 1992

Owners and managers of U.S. businesses will have a unique opportunity this spring to learn proven techniques of total quality management from some of the world's leading experts.

The U.S. Chamber of Commerce and The George Washington University, in Washington, D.C., will offer the training to the home communities of program participants via the G W National Satellite Network. The video conferences will be interactive, with speakers in Washington responding to questions from viewers throughout the country.

"The five programs in this series will enable business people across the country to gain a solid grounding in the quality-management methods that can boost productivity and profitability," said Richard L. Lesher, president of the U.S. Chamber. "The satellite series is a rare opportunity to obtain conveniently and economically both a basic and an advanced understanding of TQM and how to apply it for maximum results."

State and local chambers of commerce are arranging for reception of the telecasts at strategic locations, where representatives of businesses in the respective areas will watch.

Lesher noted that the video-conference project marks the beginning of a major new U.S. Chamber initiative to provide a full range of education and training in the principles and techniques of total quality management.

Management experts view TQM as the key to survival in an increasingly competitive business environment, the Chamber leader said. The organization's plans for additional activities in this area will be announced shortly.

Here are details of the five telecasts:

March 31: A View From The Real World

This presentation is a step-by-step guide that any company can use to improve its competitive position through total quality management. The information is designed for companies beginning or already involved in the TQM process. In addition, three senior executives from leading companies will describe their experiences in implementing successful TQM programs.

The speakers are Joseph M. Juran, founder and chairman emeritus of Juran Institute, Inc., and A. Blanton Godfrey, the institute's current chairman and chief executive officer.

April 14: Teamwork

This telecast covers the critical role of teamwork in applying the principles and methods of TQM. Topics include the creation and integration of teams, the fostering of collaboration, the elimination of fear and other barriers, and the organizational spirit conducive to quality.

The speaker is Peter R. Scholtes, a senior management consultant with Joiner Associates, Inc., and a specialist in organization change, team development, and training. He is a practitioner of the quality and productivity method pioneered by W. Edwards Deming, whose work is described below.

April 12: Laying The Groundwork

This presentation will provide the basics for development of a knowledge system to improve the Western world's economic position. The system would lay the groundwork for transformation from the present style of management in industry, education, and government to a system of optimization. Beneficiaries would include shareholders, producers, customers, carriers, shippers, employees, the environment, and communities.

The speaker will be W. Edwards Deming, whose application of total quality management to Japanese industry is credited with begin a major factor in Japan's rise from the devastation of World War II to become an economic superpower. The Deming Prize recognizes advances in quality management and was instituted in his honor by the Union of Japanese Scientists and Engineers.

April 28: Managing For The 21st Century

This telecast takes up the concept of "completeness" -- the need to manage organizations as a whole to meet the challenges of the next century. It offers ways to develop successful relationships with employers, suppliers, and customers, and it highlights the role of quality and finance in that process.

The speaker is Philip B. Crosby, founder of Philip Crosby Associates, Inc., which he now serves as a consultant. He has gained recognition for, among other things, his challenge to conventional management.

May 7: Productivity And Belonging

Two aspects of modern management are featured in the agenda for this telecast--productivity challenges in the areas of knowledge and service, and helping displaced workers find new niches. The first-listed subject stems from the need to increase productivity in the service and knowledge fields by using approaches and policies that differ from those used in manufacturing, construction, and transportation. The second subject, helping displaced workers, was chosen because of the dramatic increase in job mobility stemming in part from mergers, acquisitions, and divestitures.

Peter F. Drucker, a leading, nationally known consultant, author, and commentator on management organization, economic/business policy, and politics, is the principal speaker.