顧客価値の創造とTQMの役割

抄録

　Creation of customer value is the key to sustainable growth for Japanese companies. In this article, two cases are analyzed for critical factors which make companies innovate themselves drastically and grow dramatically through creating customer values. One case is successful product innovation in Asahi brewery corporation where innovative beer "super dry" was developed by grasping customers needs, making clear concept, developing new type of beer by fermentation technology and keeping freshness by quality management. The other case is process innovation in Askul corporation which is a supplier of office products e. g. stationery, personal computer etc. where new business model is established between Askul and its customers connected by internet, fax and telephone line. This business model makes Askul supplies office products within one day after receiving orders from customers and also makes Askul meet any requests of customers on office products which is called "total solution" or "one stop shopping".
　 Based on results obtained through those case studies, the role of TQM is proposed to create customer values in the following points.
　 (1) Collaboration between suppliers and their customers through interactive customer survey
　(2) Making new and clear concepts of product and/or service
　(3) Lifecycle quality management
　(4) Continuous and speedy improvement and innovation
　(5) Innovation of sales promotion and distribution by IT
　(6) Integration of TQM with marketing