The Course

of Change Over Time

Deborah Hopen
President, Deborah Hopen Associates Inc. and ASQ Past Chair

ASQ now has completed six Future of Quality Studies, and it now
seems appropriate to take a look at the longer-term perspective these analyses
provide. As might be expected, some of the key forces identified appear more
regularly than others, but the specific nature of those forces has shifted since the
first study in 1996. The table on page 32 presents a high-level summary of those
key forces.

Globalization
When viewing the summarized key forces, it becomes instantaneously obvious that
globalization is the one constant across all of the futures studies. That conclusion
Globalization is the one
may be a bit misleading, however, because the effects of globalization have not been constant across all of
consistent over the past 15 years. In fact, globalization has interacted with quite the futures studies. That
a few of the other forces over time, generating a substantially different operational conclusion may be a bit
climate for modern organizations. misleading, however,
because the effects of
Globalization and Technology. It is impossible to ignore the effect the globalization have not
increasing pace of technological change has had on globalization. Whereas the been consistent.
Internet and ecommerce were newly emerging realities in 1996, they are an
everyday business method in 2011. At the time of the first study, organizations had
begun to discuss the threat of Y2K and were trying to predict what technological
advances would occur in the new millennia. The computer was viewed as the
primary technological platform, and almost everyone was learning to traverse
the information highway. Not many people guessed, however, that cell phones
would become the new computers of 2011, taking over many everyday business
and personal applications. According to the Child Trends Data Bank, “In
2009, more than three out of four children (77 percent) ages three to 17 used
the Internet at home, more than three times as many as in 1997 (22 percent).
Ninety-three percent had access to a computer at home, up from 15 percent in
1984.” (www.childtrendsdatabank.org/?q=node/298) With the increased use
of cell phones, email, social networking software, and other similar options,
communications are almost instantaneous, and the ability of individuals or
organizations to keep problems a secret is almost non-existent.
Furthermore, the “technology of technology” has improved, decreasing the cost
of development significantly and making new tools more affordable. The list of
technological changes since 1996 and a discussion of their effects is beyond the
scope of this analysis, but one thing is clear—technology is making it possible for
globalization to expand to the far reaches of the world and to do so more rapidly
and at a lower cost.

30 2011 Future of Quality Study

Globalization and the Marketplace. As many organizations Globalization and a New View of Individual and
began to conduct business across the globe, they were faced Organizational Responsibility. As early as the 1999 study,
with difficult choices regarding products and service design and “Environmental Sustainability” was included as a key factor. In
delivery. In 1996, it was noted that the focus on customers was 2008, both “Environmental Concerns” and “Social Responsibility”
increasing. By 1999, the need for customization and differentiation made the list. The current study raised these issues to a higher level,
of products and services and shifting demographics offered called “Global Responsibility.” There is a growing understanding
implications relating to future requirements for goods and services. of the relationship between individual and organizational decision
In this most recent study, it has been noted that consumers are making and the sustainability of this planet. The need to scrutinize
becoming increasingly aware of their options; are learning more every decision for its potential ramifications on consumers/
quickly of positive and negative attributes of products, services, customers, workers, communities, and the environment has
and the organizations that provide them; and are expecting more become an organizational imperative, as stakeholders focus more
responsive offerings. Although it is well-understood that people closely not only on products and services but also the footprint
from different cultures with different lifestyles will have different organizations create and as a byproduct of their operations.
expectations, the rapid spread of the global marketplace has forced
organizations to grapple with the need to customize offerings
appropriately versus the cost of doing so—and that cost includes The Role and Practices of Quality
the effects of increasingly complex operations in a world that is
When ASQ launched its first Future of Quality Study in 1996, the
aggressively pursuing simplified processes with less waste.
intention was to provide members and other stakeholders with a view
of key factors that might influence the profession and the application
Globalization and the Workforce. As organizations expand of associated principles and tools. At that time it was recognized
their realms, it is inevitable that the way they conduct business that quality had begun to be introduced to new areas, including
will change. Technologically-based services can be provided from healthcare, government, and education. Furthermore, it had
any location, so there has been a shift since 1996 to outsourcing become obvious that the role of quality as a specialty function was
that often occurs outside the sponsoring organization’s homeland, shifting, and quality was becoming an organizational leadership and
as was mentioned in the 2005 key forces. On the other hand, management strategy. The need for quality professionals to prepare
it may be more effective and efficient to produce and/or deliver to integrate their fundamental knowledge and skills with broader
some products and services near the customer base, which may managerial assignments was clear. The future focus would
be addressed through partnering (predicted in the 1999 study), be on creating value for the organization.
outsourcing, and/or local operations.
Over the next six years, this prediction increasingly became the
Beyond that, however, is the effect of rising immigration rates reality as quality-related duties gradually were absorbed into
across the world which also has a profound influence on workforce management systems, and the responsibility for quality was
trends. In 2006, the Population Division of the Department of incorporated into every job. An economic downturn had occurred
Economic and Social Affairs of the United Nations Secretariat at the beginning of the new century, and growing pressure existed
reported, “In 2005, the number of international migrants in the to prove emphatically that quality was more than a “feel-good”
world reached almost 191 million, which was 3 percent of the concept and that it made an incontrovertible contribution to
world population. Between 1990 and 2005, the world gained 36 economic success and long-term viability.
million international migrants.”
By 2005, a new concept of value creation had emerged—the triple
On one hand, these dynamics place new demands on organizations, bottom line (societal, environmental, and financial results)—and
including how to keep far-flung employees up-to-date and trained. quality practitioners were being required to think and behave
On the other hand, the rise in knowledge management systems differently. Whereas the historic focus had been on processes
and self-paced training are proving to offset some of these issues. and their inputs and outputs, a greater understanding of the
Interactions among workers, customers, and stakeholders associated more complex effects of systems of interdependent processes
with language and cultural differences still remain a challenge for on performance outcomes had evolved. The competencies for
many organizations, however. individual success changed substantially, requiring equal attention
to both the strategic and tactical levels. Additionally, the traditional
The aging population that has been mentioned in the two most
technical tools were no longer sufficient; a wide range of people
recent studies also is having an impact on organization capabilities,
skills were necessary to build knowledge, skills, and commitment
and that trend can be expected to continue for quite a while into
within the workforce.
the future. The newest members of the workforce, the millennial
generation, bring new ideas and approaches, but they lack the So, where will the quality profession go next? The panelists in the
wisdom of experience which is being lost as the baby boomers retire. current study believe that it will escalate to the enterprise and inter-
This drain not only decreases the opportunities for mentoring, but enterprise levels. Interactions among organizations will become
it also changes the ways leaders must manage the workplace. increasingly important with the opportunity for disconnects to

2011 Future of Quality Study 31

 generate widespread and rapid negative consequences because Although it’s true that no one can predict the future accurately, the
of globalization and technology. Once again, individual success studies ASQ conducts do provide invaluable insight into the key
will be determined largely by an individual’s ability to learn factors that are expected to have influential effects. Looking back over
to adapt and grow professionally—quickly and continually. the six completed studies, it becomes clear that we can chart the course
of change over time and use that analysis to take advanced action to
prepare for the changes that will occur.
Preparing for Change
Complacency is not an option, and it hasn’t been for many years.
Key factors related to change and innovation have appeared in
most of the ASQ Future of Quality Studies. ASQ, its members,
and other stakeholders need to continue to be prepared to address
any new challenges that emerge creatively—whether they relate to
values, approaches, techniques, or other areas. Clinging to the past
is certain to jeopardize personal and organizational success in a
world that moves at today’s pace.

summary of key forces in asq future of Quality studies

1996 1999 2002 2005 2008 2011

Quality Must Deliver

1 Changing Values Partnering
Bottom-Line Results
Globalization Globalization Global Responsibility

Management
Systems Increasingly Innovation/Creativity/ Consumer
2 Globalization Learning Systems
Will Absorb the Change
Social Responsibility
Awareness
Quality Function

Information Adaptability and Quality Will Be New Dimensions for

3 Revolution Speed of Change Everyone’s Job
Outsourcing
Quality
Globalization

The Economic
Case for a Broader
Environmental Consumer Increasing Rate of
4 Velocity of Change
Sustainability
Application of Quality
Sophistication
Aging Population
Change
Will Need to Be
Proven

Global Demand
Increased Customer for Products and Demand for Workforce of the
5 Focus
Globalization
Services Will Create
Value Creation
Healthcare Future
a Global Workforce

Declining Trust
and Confidence in Environmental
6 Leadership Knowledge Focus
Business Leaders
Changes in Quality
Concerns
Aging Population

and Organizations

Customization and Rising Customer 21st Century

7 Quality in New Areas
Differentiation Expectations Technology
21st Century Quality

Change in Quality Shifting

8 Practices Demographics
Innovation

32 2011 Future of Quality Study