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tems and not workers which are the cause of variation. His points include: 1. Create and publish the aims of the pany 2 2. Learn the new philosophy of quality 3. Cease dependence on mass inspection 4. Do not award business based purely on price 5. Constantly improve the system 6. Institute training 7. Institute leadership 8. Drive out fear and create trust 9. Break down barriers between departments 10. Eliminate slogans and targets 11. Eliminate numerical quotas 12. Remove barriers to pride in workmanship 13. Institute self improvement and a programmer of training and retraining 14. Take action to acplish the change. Deming believed that once a quality system was set in motion it resulted in a quality chain reaction (Figure ). That is as quality improves costs decrease, as do errors and delays. This causes an increase in productivity and an increase in market share brought about by better quality at lower price. This means the pany is more petitive and provides more employment. Along with Deming, Juran, another American quality consultant, introduced quality control techniques to the Japanese. As the consumption of manufactured goods continued to raise over the next thee decades Japanese products became to dominate Western markets. This was because Japanese goods, largely due to their superior quality systems, were of higher quality than their Western counterparts. Whereas quality management had developed as a subject in its own right in Japan, Western quality methods had remained unchanged since their introduction