customer satisfaction efforts and results. That does not mean that a

recipient’s products or services are endorsed.

Why are the Baldrige Award recipients asked to share their successful

strategies?

One of the main purposes of the award is to pass on information about the

recipient’s performance excellence strategies that other organizations can

tailor for their own needs. Representatives from the award recipients

willingly have shared their organizations’ performance strategies and

methods with thousands.

To what extent are they asked to share their strategies?

The managers of each recipient must decide how much time and effort to

devote to activities such as speaking engagements and tours of facilities.

The requirements of the award program are minimal. Recipients are asked to

participate in the award’s annual conference and several co-sponsored

regional conferences, to provide basic materials to those who request it on

their organization’s performance strategies and methods, and to answer news

media inquiries.

Do advertising and publicity diminish the image and prestige of the award?

The law establishing the award states that an award recipient may publicize

its receipt of such award and use the award in its advertising. Promoting

public and business awareness of quality improvement is one of the prime

goals of the program, and advertising is one way to meet this goal.

Guidelines help organizations assure their advertising is appropriate in

representing their Baldrige Award recognition.

Are organizations simply chasing after the award and ignoring the lessons

of performance improvement?

The perception by some that receiving the award is the goal of U.S.

organizations is not supported by the facts. Says Earnest Deavenport,

chairman and chief executive officer of Eastman Chemical Company, “Eastman,

like other Baldrige Award winners, didn’t apply the concepts of total

quality management to win an award. We did it to win customers. We did it

to grow. We did it to prosper and to remain competitive in a world

marketplace.” Thousands of organizations are using Baldrige Award

performance excellence criteria to assess their organization and to

improve. The program has helped to stimulate an amazing movement to improve

U.S. organizations, including companies; academic institutions; and

federal, state, and local government agencies.

If this is a federal government program, why are organizations charged a

fee to apply?

Federal funding for this program is about $5 million annually and is used

by NIST to manage the program. The application fees are charged to cover

expenses associated with distribution and review of applications and

development of feedback reports. The application and review process is

considered to be a very cost-effective and comprehensive business health

audit. For an application fee ranging from $5,000 for large organizations

to $500 for non-profit education institutions, organizations receive at

least 300 hours of review by a minimum of eight business and quality

experts. Site-visited organizations receive over 1,000 hours of in-depth

review. Every applicant receives an extensive feedback report highlighting

strengths and areas to improve. An article in the Journal for Quality and

Participation said, “The Baldrige feedback report is arguably the best

bargain in consulting in America.”

May an organization hire a consultant to help prepare answers for the

Baldrige application?

Applicants for the award are asked to supply facts and data to substantiate

their claims concerning their management practices. Consultants, including

members of the Board of Examiners, may provide services on performance

management issues as well as the Baldrige Award process. However, since

there are no secret answers or even right or wrong answers to the Baldrige

application, the award cannot be received by hiring someone to fill in the

blanks.

An organization must show through facts and data that it has a world-class

management system in place and that it is continually looking for ways to

improve.

As a final check before recommending recipients, members of the Board of

Examiners visit the more outstanding candidates for the award. During these

site visits, examiners interview employees and review pertinent records and

data. The objective is to verify the information provided in the

application and to answer questions raised during the board’s review. An

organization that hired someone to fill out its application would never

make it through this rigorous review if its performance management system

was not supported by facts and data.

Is it a conflict of interest for members of the Board of Examiners to work

as consultants?

No. Members of the Board of Examiners are experts in evaluating performance

management systems. They are in demand as speakers, as information

resources, and as consultants. These activities serve as a way to make more

people aware of performance improvement techniques and the Baldrige Award.

However, since the examiners and judges on the board review applications

for the award and are involved in recommending award recipients,

precautions are taken to prevent a conflict of interest or even the

appearance of conflict. Rigorous rules are followed at every stage of the

review.

Primarily, this means all members of the board must abide by a code of

ethics requiring, among other things, that they disclose all business

affiliations that might create a conflict. In such cases, they cannot

review an application, comment on it, or make any judgments that could

affect it. It is a violation of the code for board members even to ask for

information on applications other than those to which they are assigned.

Other safeguards and checks also are built into the four-step review

process. For example, during the first step, each application is evaluated

independently by at least eight different examiners. By the time the review

is over, some applicants will have gone through over 1,000 hours of

evaluation.

Is the number of applications for the award an indicator of interest about

quality and the Baldrige Award?

The number of applicants for the national Baldrige Award is not an

indicator of overall interest in quality or the award program. Interest

continues to grow both nationwide and internationally.

For example, participation in state and local award programs has increased

steadily. In 1991, fewer than 10 states had award programs. Now, 44 states

have or are establishing award programs. Most are modeled after the

Baldrige Award, and many organizations opt to compete for them first before

considering a Baldrige Award application. Many of the Baldrige Award

recipients also have won state quality awards.

Internationally, nearly 60 quality programs are in place. Most have been

established within the past several years, and many are based on the

Baldrige Award. In Japan, home of the Deming Prize, an award that closely

resembles the Baldrige Award has been established.

Also, it is important to remember the award program is much more than a

contest. While recognizing organizations that have successful performance

management systems is the most visible part of the program, its intent is

much broader. Equally important is the award’s role in raising awareness

about quality by encouraging all U.S. businesses and organizations to set

up performance improvement programs whether or not they intend, or are even

eligible, to apply for the award.

How does the Baldrige Award differ from ISO 9000?

The purpose, content, and focus of the Baldrige Award and ISO 9000 are very

different. The Baldrige Award was created by Congress in 1987 to enhance

U.S. competitiveness. The award program promotes quality awareness,

recognizes quality achievements of U.S. organizations, and provides a

vehicle for sharing successful strategies. The Baldrige Award criteria

focus on results and continuous improvement. They provide a framework for

designing, implementing, and assessing a process for managing all business

operations.

ISO 9000 is a series of five international standards published in 1987 by

the International Organization for Standardization (ISO), Geneva,

Switzerland. Companies can use the standards to help determine what is

needed to maintain an efficient quality conformance system. For example,

the standards describe the need for an effective quality system, for

ensuring that measuring and testing equipment is calibrated regularly and

for maintaining an adequate record-keeping system. ISO 9000 registration

determines whether a company complies with its own quality system.

Overall, ISO 9000 registration covers less than 10 percent of the Baldrige

Award criteria.

Is the Baldrige Award a U.S. version of Japan’s Deming award?

The basic purposes of both awards are the same: to promote recognition of

quality achievements and to raise awareness of the importance and

techniques of quality improvement. However, the Baldrige Award:

. focuses more on results and service,

. relies upon the involvement of many different professional and trade

groups,

. provides special credits for innovative approaches to quality,

. includes a strong customer and human resource focus, and

. stresses the importance of sharing information.

Why was NIST selected by Congress to manage the award and what is the role

of ASQ?

NIST is a non-regulatory agency of the Commerce Department’s Technology

Administration. NIST develops and promotes measurements, standards, and

technology to enhance productivity, facilitate trade, and improve the

quality of life. NIST was selected by Congress to design and manage the

award program because of its role in helping U.S. organizations compete,

its world-renowned expertise in quality control and assurance, and its

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