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A indústria têxtil tem uma longa tradição em Portugal e é um dos setores mais importantes, apesar da crise económica atual. Sempre assumiu um papel de destaque em termos de emprego e de uma posição relevante na economia Portuguesa. (Vasconcelos, 2006)A falta de qualidade e os preços mais baixos que outros países oferecem provocaram a perda de clientes. Atualmente, a qualidade é a principal ferramenta para sobreviver no setor têxtil (Visão Jan 26th 2012).Para efetuar a nossa análise, utilizamos uma base de dados existente, onde 55 empresas pertenciam à indústria têxtil, designadamente ao sector industrial. Tendo em conta a base de dados existente, foi criado um novo inquérito e enviada para 5 empresas. Para além do inquérito, foram igualmente enviado algumas perguntas, a fim de recolher mais informações sobre a situação atual da indústria têxtil em Portugal. Várias tabelas e gráficos foram construídos a partir dos resultados obtidos de forma a facilitar a sua leitura.Esta pesquisa foi realizada para determinar a importância da qualidade na consolidação das empresas têxteis no norte de Portugal.A maioria das empresas da nossa amostra sente que a melhoria da qualidade, as vantagens comerciais, a mobilização dos conhecimentos dos funcionários e imagem da empresa foram importantes e que a concorrência é muito intensa e é principalmente pelo preço e não pela diferenciação do produto ou serviço. O programa de qualidade tem contribuído para melhorar a sua posição competitiva e contribui para a melhoria do seu desempenho global.A maioria das empresas da nossa amostra aplica os princípios TQM como o objetivo de obter qualidade satisfazendo as expectativas dos clientes, prevenir os erros e diminuir os custos.Para todas as empresas entrevistadas, a qualidade é, certamente, muito importante para a sua sobrevivência.
Citation preview
THE IMPORTANCE OF QUALITY IN THE
CONSOLIDATION OF TEXTILE FIRMS IN MINHO
Sonia De Oliveira
Doutor Gilberto Santos
Doutor Baptista da Costa
Dissertation submitted to the Instituto Politecnico do Cavado in partial fulfillment of the
requirements for the degree of masters of science
This version does not include feedback and suggestions made by the supervising committee
March, 2013
i
ii
THE IMPORTANCE OF QUALITY IN THE
CONSOLIDATION OF TEXTILE FIRMS IN MINHO
Sonia De Oliveira
Doutor Gilberto Santos
Doutor Baptista da Costa
March, 2013
iii
THE IMPORTANCE OF QUALITY IN THE CONSOLIDATION OF TEXTILE
FIRMS IN MINHO
ABSTRACT
The textile industry has a long tradition in Portugal and it is one of the most important sectors,
despite the current economic crisis. It has always assumed a prominent role in terms of
employment and a relevant position within the Portuguese economy. (Vasconcelos, 2006)
The lack of quality and the lower prices that other countries offer causes the loss of clients. Quality
is a main tool to survive nowadays in the textile sector, as described in the Visão magazine (2012)
To undertake our analysis, we made use of an existing database where 55 firms belonged to the
textile industry, namely to the manufacturing sector. A new survey was created based on the
original survey and was sent to 5 firms. Besides the survey, we also sent a few questions to the
firms in order to retract more information about the actually situation in our country, concerning the
textile industry.
Several tables, graphs and pie charts were made to help shed light on our findings.
This research was conducted in order to determine the importance of quality in the consolidation of
textile firms in the north of Portugal.
Most firms in our sample feel that quality improvement, business benefits, mobilizing employees’
knowledge and business image were important and that competition is very intense and is mainly
by price and not by differentiation of product or service. The quality program has contributed to
improve their competitive position and the improvement of their overall performance.
The majority of the firms in our sample undertake TQM measures for quality purposes to meet
customer expectations and prevent errors.
Of all firms surveyed, the quality is certainly very important for its survival.
Keywords: quality, portuguese textile industry, Quality Management System, Minho
iv
A IMPORTÂNCIA DA QUALIDADE NA CONSOLIDAÇÃO DAS EMPRESAS
TÊXTEIS DO MINHO
RESUMO
A indústria têxtil tem uma longa tradição em Portugal e é um dos setores mais importantes, apesar
da crise económica atual. Sempre assumiu um papel de destaque em termos de emprego e de
uma posição relevante na economia Portuguesa. (Vasconcelos, 2006)
A falta de qualidade e os preços mais baixos que outros países oferecem provocaram a perda de
clientes. Atualmente, a qualidade é a principal ferramenta para sobreviver no setor têxtil (Visão Jan
26th 2012).
Para efetuar a nossa análise, utilizamos uma base de dados existente, onde 55 empresas
pertenciam à indústria têxtil, designadamente ao sector industrial. Tendo em conta a base de
dados existente, foi criado um novo inquérito e enviada para 5 empresas. Para além do inquérito,
foram igualmente enviado algumas perguntas, a fim de recolher mais informações sobre a
situação atual da indústria têxtil em Portugal. Várias tabelas e gráficos foram construídos a partir
dos resultados obtidos de forma a facilitar a sua leitura.
Esta pesquisa foi realizada para determinar a importância da qualidade na consolidação das
empresas têxteis no norte de Portugal.
A maioria das empresas da nossa amostra sente que a melhoria da qualidade, as vantagens
comerciais, a mobilização dos conhecimentos dos funcionários e imagem da empresa foram
importantes e que a concorrência é muito intensa e é principalmente pelo preço e não pela
diferenciação do produto ou serviço. O programa de qualidade tem contribuído para melhorar a
sua posição competitiva e contribui para a melhoria do seu desempenho global.
A maioria das empresas da nossa amostra aplica os princípios TQM como o objetivo de obter
qualidade satisfazendo as expectativas dos clientes, prevenir os erros e diminuir os custos.
Para todas as empresas entrevistadas, a qualidade é, certamente, muito importante para a sua
sobrevivência.
Palavras-Chave: qualidade, industria têxtil portuguesa, Sistema de Gestão da Qualidade, Minho
v
ACKNOWLEDGMENTS
Throughout the development of this project, I would like to thank some people that directly or
indirectly helped me in my daily work.
I would like to thank my co-supervisor Doctor Baptista da Costa and I would also like to thank my
supervisor Doctor Gilberto Santos for all the support, availability and guidance throughout this
project.
I would also like to thank my sister for all her help and patience and my husband for all his support,
understanding and encouragement.
Finally I would like to thank the firms for their participation to answer the questionnaire and
interviews which contributed to the enrichment of this project.
Thank you
vi
LIST OF ACRONYMS
ATP - Associação Têxtil e Vestuário de Portugal
TQM – Total Quality Management
QMS - Quality Management System
R & D – Research and Development
ISO - International Organization for Standardization
QM - Quality Management
UK – United Kingdom
vii
INDEX
Abstract................................................................................................................................... iv
Resumo................................................................................................................................... v
Acknowledgments ...................................................................................................….…........ vi
List of acronyms..................................................................................................................... vii
Índex..................................................................................................................................... viii
List of illustrations................................................................................................................... ix
List of tables............................................................................................................................ x
1.Introduction............................................................................................................................1
1.1.Struture...............................................................................................................................2
2.Literature review ................................................................................................................... 3
3- Methodology
3.1 Methods…………………………………………………………………………………………….14
3.1.1 Data from the Baptista da Costa Study..................................................................14
3.1.2 Data Collection.......................................................................................................15
3.1.3 Analysis of the results.......................................................................................16
4- Results
4.1. Results from questionnaire...........................................................................................18
4.2. Results from Interviews...............................................................................................31
5- Discussion...........................................................................................................................34
5.1. Strengths..................................................................................................................35
5.2. Limitations.................................................................................................................35
6- Concluding remarks...............................................................................................................36
References ..................................................................................................... ………….……....37
Appendixes..................................................................................................... ………….……....41
viii
LIST OF ILLUSTRATIONS
Figure 1 – Continual Improvements of the QMS
Figure 2 - Reasons to implement certification – important/extremely important
Figure 3 - Reasons to implement certification – not important/with some importance
Figure 4 - Benefits of Certification – Substantial benefits/very substantial benefits
Figure 5 – Benefits of Certification – no benefits/few benefits
Figure 6 - Length of time to implement the ISO 9000 Certification
Figure 7 – Competition - Agree
Figure 8 – Competition – strongly disagree/disagree
Figure 9 - Implication for customers
Figure 10 - Benchmarking
Figure 11 - Empowerment
Figure 12 - Zero defects mentality
Figure 13 - Incoming of the Quality Management System, regarding the way Quality program has
impacted and influenced the results of the firm – neither agrees nor disagrees/agree
Figure 14 – Firms did not feel that they were better off without the quality program in terms of
improving the firm’s results
Figure 15 - Culture
ix
LIST OF TABLES
Table 1- Imports and Exports in the textile Industry in Portugal
Table 2 - Main sections and main topics included the original survey
Table 3 - Main sections and topics of the reformulated survey
Table 4 - Reasons to implement certification
Table 5- Benefits of Certification
Table 6 - Competition
Table 7 - Empowerment
Table 8 - Zero defects mentality
Table 9 - Incoming of the Quality Management System, regarding the way Quality program has
impacted and influenced the results of the firm.
Table 10 - Culture
x
1. INTRODUCTION
The textile industry has a long tradition in Portugal. Despite the current economic crisis, it is still
one of the most important industrial sectors of Portugal. It has always assumed a prominent role in
terms of employment and a relevant position within the Portuguese economy. It is a mature but
fragmented sector subject to periodic mismatches between supply and demand; its performance is
strongly conditioned by fluctuations in the global economic activity (Vasconcelos, 2006).
As stated by Vasconcelos, the textile industry in Portugal has registered dynamic and competitive
behaviors in certain sub-sectors and firms. The geographical and cultural proximity to European
market is a positive aspect and they must take advantage of it.
The Portuguese textile industry has revealed to be dynamic and adventurous in the following
sectors: wool, technical textiles, meshes and clothes making. In the last mentioned sector, Portugal
is losing market share in favor of some countries of the European Union but especially in relation to
the cheap labor countries.
There has been a trend of relocation of production to countries that have benefits in terms of
production costs, leading firms to settle in these countries their own production units or outsource
manufacturing.
The global textile trade liberalization, with the consolidation of the position of
Asian countries in the European market, has aggravated the difficulties that this sector has
experienced in the last years, affecting not only Portugal but the entire European Textile Industry
sector. The future of this sector bets on factors such as R & D, innovation, design, striving for
excellence, quality, distribution, logistics and also the internationalization of its products, especially
those containing high levels of differentiation, as mentioned by Célia (2009).
From interviews with Portuguese business owners, from the textile sector, I found that with quality
product but with higher prices, clients seek for better conditions in other countries. That is what is
happening in the textile sector worldwide. Some countries are losing their clients because of the
lack of quality and others because of the lower prices that other countries offer. Clients seek for low
prices but also quality. Quality is a main tool to survive nowadays in the textile sector. Clients also
look for a partner that they can delegate responsibility, and that doesn’t happen in the Far East, it is
a characteristic that defines the Portuguese people.
Portugal is also known as a country that sells with credit. Clients look for that type of negotiation
and that does not happen neither in Asian countries or Far East countries. Clients also like the
loyalty felt by our firms because they like to create roots.
xi
Quality and the QMS are two important tools that if they are used properly; they are two great
weapons that we can use in our defense.
The QMS well implemented is an instrument that can manage everything in a firm (human
resources, behaviors …), involving everybody with the firm, with the client and will the society.
Workers are an important link in the firm´s performance and if all perform their functions properly,
this will be reflected throughout the firm.
Portuguese firms don’t enter in price wars, they prefer to offer their clients excellent products, give
their workers the constant adequate training and have the ability and knowledge to overcome
crisis. Besides quality, Portuguese firms also bet on innovation and accurate deliveries, as they
have the knowhow, as stated in Visão magazine (January 2012).
This research was conducted in order to determine the importance of quality in
the consolidation of textile firms in the north of Portugal.
The main objective of this dissertation to work a database that refers to the textile sector in Minho
region. It will allow us to evaluate the impact that quality can cause on the textile firms from Minho,
why some survived and others didn’t survive.
There are some questions that arise, such as how quality is a survival factor for textile firms from
Minho, how the lack of a QMS contributed to the closure of some firms and how implementation of
QMS can enhance in addition to competitiveness, innovation and the firm’s survival.
With this study we expect results that show the impact of quality in textile firms from Minho and the
contribution to its survival, or its closure; how quality boosts innovation and competitiveness in the
textile sector and the importance of quality in the consolidation of textile firms of Minho.
1.1. Structure
This dissertation is divided into 5 chapters.
In the first chapter, we present the framework around quality and the motivating factors. We also
have the objectives, research questions and how the dissertation is organized.
In the second chapter, we review the relevant literature on quality and quality implementation
strategies in the Portuguese textile industry.
In the third chapter we describe our methodology.
The fourth chapter provides an overview of the results of our analysis.
The fifth chapter provides a summary of our results and concluding remarks.
After the fifth chapter, the annexes are presented following to the references.
xii
2. LITERATURE REVIEW
When it comes to talking about quality it is important to know the history of Quality Management,
from its emergence in the late 19th century and early 20th century until the present day as stated
by Fisher (2006).
Activities elapsed in Japan are highlighted immediately following the end of World War II and the
subsequent developments in the world.
In the late 13th century, the medieval craftsmen began to organize themselves into societies that
developed formal procedures for product quality and service, which were applied rigorously. The
products were regularly inspected and high quality products were labeled with special symbols.
This advance was applied in the industry until the Industrial Revolution in the early 19th century.
After the Industrial Revolution, the mass production led to a factory system, where craftsmen
became factory workers and the work was grouped into specialized tasks. A final inspection
guaranteed that the products exported to clients had a reasonable quality.
This model was expanded to the United States in the late 19th century, with the system manager
Mr. Frederick Winston Taylor (1856-1915), whose goal was to improve productivity significantly.
Quality Management has been practiced by Bata companies from the WW1, from the 20s to the
40s, well before the quality gurus have thought about this subject.
The birth of modern statistical quality control is assigned to the work of Walter Shewhart at Western
Electric.
At the turn of the century, Western Electric trained its workers to be inspectors to ensure the
specifications and standards of quality, to avoid sending non conforming products to the customer.
In 1920, Dr.Walter Shewhart at Western Electric took the quality of products to a next level – he
employed statisticians to control processes to minimize defective output.
When Sr.Shewhart joined the Engineering Department of Inspections in Hawthorn in 1918, the
industrial quality was limited to inspection of the final product, removing defective products.
The American Society for Quality, according to Dodge, started in 1924, with the beginning of
statistical quality control. His work in cooperation with engineers was pressed to save money and
make the methods of quality control simple and easy to apply.
This led to the development and use of scientific sampling plans for inspection and further led to
the knowledge of the risks of the customer and the producer. These methods were widely used
during the Second World War in the manufacture of weapons.
The evolution of Japanese after 1950 is well known. The Quality Circles are a basic set of tools,
that include a check sheet, a control chart, a histogram, an Ishikawa diagram and dispersion and
the most notorious, the work of Genichi Taguchi in the parameters project.
xiii
Taguchi developed a framework for quality improvement.
He was working on ideas since the 1950s, but they were first introduced in the U.S.A. in 1980,
when he visited Bell Labs in New Jersey.
It was designed a low-cost approach to reduce variation in products and processes, design and
development of new products / processes or improve the quality of existing ones.
To speak about Quality Management, we have to explain the definition of management. The
management experience is a critical requirement for anyone looking to create a workable system of
management.
A remarkable exception is Homer Sarasohn who created a system - principles, structures and
implementation plans - which successfully put into practice, as evidenced by the success of the
companies he founded. The concept of Six Sigma was initiated in 1987 with Motorola, in response
to a need for a business press and appears as a commercial package in the mid 90s in the United
States. However, Six Sigma is not a successor to TQM.
Total Quality Management is a system used to manage a company where the principles of quality
are well understood and accepted, but the structures and methods of implementation may vary
over time.
Consultants Quality Management bloomed, companies began to define quality in relation to the
needs of clients and customers began to be a step on the way to success.
The increased use of the ISO standard 9000 played an important role in forcing suppliers to
improve their processes, documented its procedures and improved their measurement capabilities.
In the late 80 Quality Awards were created.
In the 90s it was no longer sufficient to meet the needs of customers. It was necessary to deliver
superior value to customers.
The use of standards such as ISO 9000 increased and forced suppliers to improved their
processes, to document their practices and to improve their measurement capability.
Productive textiles activities have evolved over time following the needs felt by humans. As stated
by Vasconcelos (2006), the textile industry in Portugal has been a great international
representative of the Portuguese industry because of its importance in terms of number of jobs and
its weight in the national economy.
Currently, this industry has undergone a restructuring and conversion phase, due to the breaking of
barriers and due to the increasing of international trade competition from which results in the
elimination of many jobs and business failure.
According to the ATP database, exports and imports in the textile sector have been rising from
2005 to 2007, and from 2007 to 2011 exports and imports have been declining, as can be seen on
the below table.
xiv
2005 2006 2007 2008 2009 2010 2011
Output
(millions €)6 756 6 756 6 733 6 147 5 687 5 782 5 220
Volume of
business
(millions €)
6 993 6 931 6 980 6 404 5 781 6 361 6 267
Exports
(millions €)4 118 4 237 4 347 4 086 3 504 3 742 4 056
Imports
(millions €)2 993 3 296 3 411 3 290 3 041 3 296 3 315
Employment 201 265 186 837 180 335 168 206 157 145 150 929 147 711
Table 1 - Imports and Exports in the textile Industry in Portugal
This table provides an understanding of the importance of the textile industry in the Portuguese
economy.
Socially devalued, the industry has, however, recorded in Portugal competitive and dynamic
behaviors in certain sub-sectors and companies, enjoying some of its strengths such as the
geographical and cultural proximity to the European market, the know-how, the moderate wage
costs compared to European levels, the increasing of international recognition of products, the
achievement of high investments in technological modernization, the progressive development of a
culture of quality and quick response.
Vasconcelos (2006) stated that the competitiveness of the sector is closely related to efficiency
observed in each link of the supply chain and the quality of the products is related to the quality
obtained at each step. Currently the Portuguese companies bet on quality to ensure that they do
not lose their customers, as happened some years ago.
Portuguese textile companies bet on quality, innovation and accurate deliveries. As they have the
knowhow, quality is a main gain, as quoted on magazine Visão (2012).
Portugal is a well positioned country in Europe. Some clients are looking for countries that have
cheap manpower but most of the times they return as they don’t find the desired quality and they
are also looking for a partner that they can delegate responsibility, and that doesn’t happen in the
far East.
Some of the clients that went to the far East came back because they also encounter with a
decrease of the sales because the clients had no longer a product with quality and wouldn’t pay the
high price to buy an article that was almost certainly made by a six years old child.
xv
As Portuguese companies are subject to quality audits, this is also a main reason that the clients
can trust us and want to be our partners.
Clients that came back also like the relationship that is established with Portuguese textile
companies, interactive and close.
Manpower quality and responsiveness of our factories are the main reasons that well known
brands have their production in Portugal, also cited on magazine Visão (2012).
Another important issue is the capacity that Portuguese companies have when it comes to
confidentiality. This issue is very important for international brands. The counterfeit market is very
strong in Asian countries and Turkey. Articles are sold to the market before the collection is
launched and they are sold with unbeatable prices.
Portugal is also known as a country that sells with credit. Clients look for that type of negotiation
and that does not happen neither in Asian countries or Far East countries.
Portuguese companies don’t enter in price wars, they prefer to offer their clients excellent products,
give their workers the constant adequate training and have the ability and knowledge to overcome
crisis.
More and more, the textile industry faces lots of changes namely the moving from the developed
countries to the developing countries such as India, Pakistan and China, as mentioned by
Middleton, D. (2010). Textiles markets are becoming highly competitive and the reason they are
moving is because of the manufacturing costs are significantly lower.
As the costs with production are lower, developing countries can sell their goods at lower prices
than the developed countries do. Even if developed countries have quality garments, they will have
difficulties in selling them because of the competition with lower prices.
To survive, developed countries have to change their strategies and bet on quality and cost.
Sometimes it leads to big investments with equipment in order to achieve the desired costs with
production.
United Kingdom is an example of a country that is in a weak position, as their raw material is more
expensive than other foreign countries.
A important tool that is implemented is TQM. It improves product quality while reducing costs.
As all textile companies, UK companies are not an exception, besides attaining distinct
improvements in quality they have to do other things to remain competitive. These companies must
follow all the changes that happen in the market in order to guarantee their spot.
Díaz, De Cerio et al (2010) defends that QM allows all companies to develop towards continuous
improvement.
Japanese companies aroused the curiosity of western companies. Their ideas, management tools
and practices raised interest among all because of the high quality that their products presented.
So, from 1980 to 1990, these tools were spread out to all US and European firms.
xvi
All companies must have in mind their three main stakeholders: customers, suppliers and
employees.
Clients’ satisfaction is very important. To obtain a final product with quality, it is necessary to work
with quality, have good human resources and excellent raw material. Companies must have
strategies to produce high quality products and must have in mind the design of the products,
quality assurance in the processes and the use of external and internal information.
But, as above mentioned, human resource is very important.
In order to survive the rapid downfall, European industry felt the necessity to create efficiently and
effectively strategies in their own processes. In this way, they would be able to respond to large-
scale imports from low labor rate sources of production, as referred by Bergvall-Forsberg et al
(2009).
Thanks to the fast development of communications and technology, the distance between
countries has been reduced and orders are now delivered more efficiently.
As low cost labor is found in developing countries, developed countries are taking to them their
technology and knowledge in order to obtain products with quality and at a lower price. To obtain
profitability, textile manufacturers must work hard.
Towers, Neil et al (2010) affirmed that many firms want to achieve lower prices, better quality and
access to new markets in order to shorten product life cycles. The main worry is to maintain low
prices and the same level of quality but with globalization it has become more and more difficult.
Because of all the modifications and different client demands, the textile companies must change
quickly and frequently to satisfy its clients.
Branded clothing and footwear are a result of an alliance between oversea partners. In this way
they guarantee the low costs and the desired quality.
Quality is not just what we see when we look at a product but everything that involves its
production process, such as customer service, on time shipments and supplier’s certification.
It is also present when it comes to improvements of lead times, conformities, reliability of deliveries,
supplier’s effectiveness to respond to clients’ requests and complaints. What can sometimes
become to be a barrier are the different cultures that countries have and it influences ways of
thinking and of working. The language can sometimes be a problem too.
China is very important when it comes to the global production of garments in the European
Market. China has a good quality raw materials, yarn, fabric and extensive garment production
capability within the country.
As stated by Chang (2011), firms understand the importance of quality and customer satisfaction
as they are a critical resource for firms’ competitive advantages of the industry life cycle.
Chinese industries are no longer relying on foreign investors, as their own firms are now as
competitive as foreign firms in offering high quality, excellent customer service and have good
reputations of their own.
xvii
When it comes to financial and physical resources, domestic firms are more profitable then foreign
firms but when it comes to fashion trend knowlodge, Chinese industries don’t have advantage at
all.
As said by Powell (2010), quality certification is a prerequisite for competing in the market but a
firm must decide if it is economical to achieve and maintain certification in all locations.
When it comes to satisfying clients, quality must be predicted. It must meet customers’ taste, needs
and their requirement degree as mentioned by Slah (2010)
According to Montava (2010), the textile sector is in a new world framework and it has the
globalization influence and also the influence of developing countries. Besides the textile sector we
can also include garment making sector, shoe and toy making. As in other sectors, the textile
industry labor costs have big effect on the price of the final product.
Some changes have happened since China accessed the European and North American
consumer markets. It presents a big threat to all the textile producers. With all these changes and
as China is a big threat, businesses must fight for their place in the market by betting on
innovations in development of new products, versatility, quality and costs.
Besides all the innovations, business companies must not forget the need of management
systems.
At this point it is important to characterize the global industrial textile sector under the socio-
economic context, resorting to relevant data to the analysis, as stated by Vasconcelos (2006).
The textile industry is an industry with a lot of tradition and despite the serious crisis affecting it still
is one of the most important industrial sectors in Portugal, assuming as always a prominent role in
terms of employment and a prominent position in the Portuguese economy.
This is a mature sector, fragmented and subject to periodic mismatches between supply and
demand, whose performance is strongly influenced by fluctuations in global economic activity.
Sousa (2009) referred that the global textile trade liberalization, with the consolidation of the
position of Asian countries in the European market, has aggravated the difficulties that this sector
has experienced in recent years, affecting not only Portugal but all the European Textile Industry
sector. The future of this sector bets on factors such as R & D, innovation, design, striving for
excellence, quality, distribution, logistics and also the internationalization of its products, especially
those containing high levels of differentiation.
The textile sector should thus strengthen and bet on intangibles factors of competitiveness,
designing firms in the market and businesses moved towards the elements that contribute the most
to add value to their product, thus becoming more competitive.
xviii
The Textile Industry in Portugal is concentrated in three main regions:
- Mostly the North, where the cotton sector is located (home textiles, woven and knitted cotton-
based, outdoor and indoor clothing, ropes and nets), specifically in Vale do Ave; The Northern
Region is one of the most industrialized areas of Europe, and even very recently the 10th most
industrialized;
- Lisbon, manufacturing firms of synthetic fibers;
- Center, firms of the wool sector (yarn, woven and wool knitted based fabrics) and firms making
outwear, mainly in Beira Interior.
According to Vasconcelos (2006), this location is primarily related to tangible factors of production,
i.e., the cost of skilled labor and raw materials, which in his view, eventually became a competitive
advantage for firms of the sector.
In 2006, the number of firms of the Textile Industry in the North, represented approximately 70.6%
of total enterprises in Portugal, while the number of firms in Lisbon and Center, represented only
13.5% and 11.4 %, respectively.
As Frederick (2009) stated, today’s economy is global. The textile industry is no exception. Thanks
to developments in production, communication, transportation and information technology, the
global competition occurs and have allowed countries around the world to enter the playing field.
This leads to an increased competition and makes all firms and companies formulate new
strategies in order to achieve success.
Quality is one of the most important discussions in the textile industry. The customers’ demands
and the decisions made by the retailers have big impact in the production process, as mentioned
by Apeagyei (2012)
Work force is one of the most important factors that helps achieve greater levels of quality.
To attain quality we must have in mind the following: Quality manuals and documents, identifiable
key quality measures, workflow tracking system, quality review meetings, appraisals, career
development initiatives, validated training and internal audit.
In the textile industry, the lack of quality leads to loss of time to discover the error, costs with
products returns, processing complaints and waste. ISO 9000 helps to ensure that products and
services are delivered with an acceptable level of quality.
Benchmarking helps to improve standards and ensure that the retailers remain competitive. The
real challenge to management is to improve quality while reducing the unit cost of items to meet
increasing demands of clothing consumers. This could be achieved through better management
and implementation of quality assurance systems.
In order to guarantee that the articles are made with quality, Towers (2010) stated that the simple
inspections that were made are now substituted by the use of quantitative methods involving the
application of statistical techniques for quality control. These changes happened and evolved
xix
rapidly in the last twenty years. The willing to obtain quality involves a big process, that include
standards, staff training, recording of data and the accuracy and consistency of measuring
equipment. Quality doesn’t only mean accepting a product but everything that contributes to obtain
it. In the below figure we can see that all the participants are involved in the quality management
process.
Figure 1 – Continual Improvements of the QMS
As happening with the clients in Portuguese textile businesses, UK has reduced its manufacturing
capacity and transferred it to Eastern Europe, the African continent and Asia. This way, the profit
margins have been enlarged as the labor and production costs have been lowered significantly.
In UK, quality in the textile industry has evolved and besides betting on quality, speed of response
as well as cost, there are also betting on good management practices. TQM is taking its place in
this industry and the ISO 9000 has gained its importance too.
Zaghouani (2009) affirms that to evaluate the quality of a textile product in which many attributes
are involved, multiple criteria decision support systems should be developed.
European textile and clothing industry is facing a rapid downfall and research within the sector has
been fairly limited, as mentioned by Towers (2010). European textile manufacturers have had to
work hard to sustain profitability and answer to large-scale imports from low labor rate sources of
production.
According to the pdf8, for European industry to survive, further research is needed to support
manufacturers, distributors and retailers in creating strategies for the global textile supply chain to
be managed efficiently and effectively.
xx
Kapuge, Anton Malmadana et al (2007) made a research that one of the objectives was to
compare the quality management practices in companies from Sri Lanka that had TQM
implemented and that didn’t have TQM implemented. It was expected that companies that had
TQM implemented would have a high quality strategy and performance. There were also
differences between both, related to the customer focus, process improvements, supplier relations
and physical and financial measures.
Ehsan, Abul (2010) defends that to implement ISO 9000 standards, it is necessary the
collaboration of all employees and it also requires a developed documented system. ISO 9000 is a
family of standards for quality management. The ISO maintains it and the accreditation and
certification bodies administrate it. ISO 9000 addresses quality management standards as to what
an organization needs to accomplish. It gives organizations the capability to achieve customer’s
requirements, quality management system and it also supplies guidelines to improve its
performance. Implemented in many companies, in about 150 countries, it is one of the notorious
international standards. ISO standards seek output’s defects, customer’s quality requirements,
effectiveness, customer’s satisfaction, performance improvements and focuses on all key
processes.
Textile industry is very complicated and challenging. Its process incurs heavy payments to the
manufactures. In order to lower its costs, improve its input’s quality and increase customer’s
satisfaction, many textile industries have implemented ISO standard. This industry employs lots of
people, directly and indirectly. It proves to form a vast industrial complex and proves to be a big
contributor among manufacturing industries.
Nowadays global competition is among all companies, as it is in textile companies. Textile
industries are suffering many changes so to make a difference it relies on quality, innovated fabrics
and responding customers’ needs. In order to survive the international competition, many
companies get the ISO certification.
The ISO certification helps companies to penetrate in the market. Is helps the textile companies to
improve their process and products’ quality, minimizing the defects and consequently the rework. It
also works as a marketing tool because it shows that the company is well recognized for its quality
and shows their preoccupation.
The aim is to improve service and product quality and it also motivates its workers. The
implementing costs are cheaper than the benefits and many certificated companies even stated
that their total costs decreased.
Okay et al (2010) studied the effective factors, the difficulties encountered and the attainable levels
of the objectives in the certification process, within the Turkey textile Sector, in particular small and
medium sized enterprises. Although some difficulties were found, the certification process was
stated to be successful as the benefits achieved were according to the established objectives.
xxi
Quality is the most important element for organizations, since the customers expectation have
raised and the variety of the goods and services have increased.
In 1980’s it was considered as a competitive advantage but nowadays it has become the main
circumstance of survival for all companies.
They also conclude that the textile industry is a sector in which employment is high and
developments and changes are very important. These characteristics must be maintained when
quality is present within their services and production.
An important tool that can be used is the certification. Certification involves a process that includes
the effective factors, the difficulties, the benefits and the obtained results.
With certification the firm’s satisfaction and bureaucracy have increased, which show that the
organizations are in a dynamic process towards development. To obtain the certification, some
companies received consulting services but others ran the process with their own employees, as
mentioned by Okay et al (2010).
Vlachos (2000) stated that there are two main reasons that lead companies to want the ISO
certification, to achieve marketing objectives and quality goals. They also state that the certification
is very important for companies that want to work with international markets and become more
competitive. They defend that quality is also used as a tool to find operational problems of the
textile company and contribute for its improvements. As a result, costs were reduced considerably
and the company’s culture changed drastically.Thanks to the Greek textile company studied, other
companies, in particular subcontractors, have grown and showed interest in quality matters. Some
difficulties that were pointed out were the fact that the preparation of the certification process was
exhausting and dull.
Hsu et al (1978) quoted that quality is built on the shop floor, involving all workers. In the textile
industry companies the concern isn’t only the quality itself but also efficiency, reducing waste and
energy, client’s satisfaction and higher production. Three examples of companies are exposed:
- Kanebo is a company that thinks that besides quality, safety is very important and so are
trained employees.
- For Collins & Aikman, quality is important for the company to stay in business. It is also
important the zero defects, decreasing costs, energy and inventory.
- Craftex implemented the quality certification to improve its products’ quality. Costs, setup
time, inventory were decreased and capacity was increased, obtaining efficiency and
quality.
According to Matebu (2006), quality is an important weapon considering the competition that exists
in the market, locally and internationally. Quality must involve everyone and it is the foundation of a
continuously improving in the organization.
Nowadays, lots of textile industries in Ethiopia are suffering from quality related problems, such as
low quality, low performance of its products, incompetence, low productivity, customer
xxii
dissatisfaction, among others. He also studied the reasons of the loss and low market share in
textile companies. His aim was to propose a suitable achievement model of quality management
system. To evaluate a textile product, we must consider performance, reliability, durability and
aesthetics.
According to Sarkar (1998), ISO 9000 quality systems have been developed to satisfy the clients,
by producing a desired product. It is necessary a plan that involves top management. He defends
that our world is consistently changing and that we must guarantee our product’s quality. It also
demands that our suppliers must be certificated too. All the process must be documented and must
involve all workers.
Quality is an imperative strategy for companies’ success. In this way, companies can provide their
best service or product, as referred by Fiorentin (2011) .Many companies recognize that they aren’t
ready for the world that surrounds us because it is changing constantly and some aren’t able to
accompany.
According to Miss Strachan, Parkland’s manager, quality is very important as it represents a
fundamental requirement for survival and an entrance in the markets. At Parkland, they believe that
in this way, product quality, cost control and business performance can be achieved. To implement
the quality system ISO 9000, some difficulties were experienced, such as, increased paper work
and the manager’s lack of commitment, as stated by Huang (2002).
But on the other hand, they experienced the positive side, the benefits. Some benefits included:
delivery time reduced; an efficient system; motivated workers; customer satisfaction improved and
loyalty.
xxiii
3. METHODOLOGY3.1. Methods
3.1.1.Data from the Baptista da Costa Study
To undertake our analysis, we made use of an existing database which includes firm-reported data
collected through a questionnaire designed by Baptista da Costa (Quality Management Systems
(QMS)). In particular, this database includes survey data from a study that sought to understand
the impact of implementing quality management system in firms certified by ISO 9000 in the Minho
region in Portugal.
Table 1 - Main sections and main topics included the original survey
Main Sections Main topics
General Description of the firm
Type; Firm’s Activity; Year of first certification; Number of employees;
Deployment of the quality management system, ISO 9000 certification
Motivations
Benefits
Deployment time
Payback
Practices used before
Barriers
Competition
Deployment level
Factors
Income
Income of the QMS
Impact
Archetype
Culture
The Baptista da Costa study presents the benefits, drawbacks and difficulties of implementing
quality management systems and the importance of quality in the production process. The firms
that participated in this study were from different activity sectors.
xxiv
These sectors were divided into different types, such as services, manufacturing and both. Within
the 260 firms that participated, 25% were from the textile sector, 15% were from the construction
sector and 13% belong to the metallurgical sector. From the 25% that made up the textile industry,
only 21% belonged to the manufacturing, which represent 55 firms.
3.1.2.Data Collection
We examined all the questions included in the Baptista da Costa survey and selected the ones we
believed would be more pertinent to our analysis. We created a new survey with the use of
selected questions from the original survey and designed a new survey, which served as the basis
for this analysis and in order to update the original survey, the reformulated survey was sent to 5
firms.
Besides the survey, we also sent a few questions to the firms in order to retract more information
about the actually situation in our country, concerning the textile industry.
The additional questions included in the revised survey may be found in the appendix but refers the
following questions: the importance of quality in the textile firms in Portugal, the actual situation of
the textile sector, the reasons why some clients are searching new markets and leaving our
country. The questionnaire used simple and clear language.
Once the new survey was completed, we searched for eligible firms in the Minho region in northern
Portugal to administer the survey. The final survey was organized according to Table 2. We
obtained both qualitative and quantitative answers, depending on the type of questions.
Table 2 - Main sections and topics of the reformulated survey
Main Sections Main topics
General Description of the firm
Type; Firm’s activity
Implementation of the quality management system, ISO 9000 certification
Motivations
Benefits
Implementation time
Competition
Factors
Income obtained from the QMSCulture
xxv
All firms were initially contacted by email in which we explained the purpose of the study and
inquired about their availability to participate in our study. In total, we contacted five additional firms
(A – Favima, B – Rodrigues e Abreu, C - Impetus, D and E asked for anonymity) that were not
included in the original database.
Firms A, B and C expressed interested to participate in the study so we scheduled a meeting with
each one to administer the survey. Firms D and E did not reply to our first round of emails and were
therefore sent a second email. Two weeks after the first email was sent, firm C contacted us to
cancel the initial interview scheduled but suggested rescheduling the meeting to another day if
possible, or alternatively answer the survey by email. At a later date, Firm C confirmed that they
would indeed answer the questionnaire but through email. Firm D eventually replied to our email
and explained they were not able to schedule a meeting but would be happy to answer my survey
by email.
At firms A and firm B we interviewed the person responsible for the quality system. During our
meeting, we asked each person questions we believed to be relevant to our analysis and asked
them to fill out the revised survey. Firm E did not reply to my second email; thus, we decided to
contact them by telephone at which point firm E agreed to answer the interview by email. Firm E
answered the interview by email. Once all surveys were completed, we organized all the data and
updated the original database.
3.1.3.Analysis of the results
We combined the data from the original database that consisted of 55 firms and the data we
obtained from the 5 firms we surveyed, and analyzed these as one reformulated database. Several
tables, graphs and pie charts were made to help shed light on our findings.
After gathering all the data and analyzing it, we compared results from all 60 firms and took our
conclusions.
The information that we acquired from the questionnaire was also very important to help take
conclusions and understand the actual situation of the textile industry in Portugal.
To analyze the results, tables, bar graphs and pie charts were used.
Tables are illustrative representations that provide organization and facilitate the interpretation of
the work, clearly and objectively. Tables should be used when it is important to present accurate
figures and trends and when the amount of data is too large, requiring them to be summarized, as
mentioned on site 1.
A bar graph displays data visually and is sometimes called a bar chart or a bar graph. Data
displayed will relate to things like amounts, characteristics, times and frequency etc. A bar graph
displays information in a way that helps us to make generalizations and conclusions quickly and
xxvi
easily. A typical bar graph will have a label, axis, scales and bars. Bar graphs are ideal for
comparing two or more values, as referred on site 2.
A pie chart is used to show how much something is worth compared to the whole thing. A chart is
usually based on a 100% scale and each slice to the chart is a certain percentage of the whole
thing. The bigger the slice is the more percentage of the whole thing is made up of that part or
slice. It can be used to show how much something is liked compared to other things, because the
information can be easily read and therefore makes it easy to present and analyze data. Each
section can be viewed easily with different sections and colors, as stated on site 3.
xxvii
4. RESULTS4.1. Results from questionnaire
All firms in our sample were national firms with the exception of one.
The following graphs depict the motivations that led firms to undertake the certification process.
Table 4 - Reasons to implement certification
Without any
importance
Not
important
With some
importanceImportant
Extremely
important
Did not
respond
n % n % n % n % n % n %
Cost reducing
measures
5 8% 3 5% 13 22% 24 40% 11 18% 4 7%
Quality
improvement
0 0% 0 0% 1 2% 15 25% 44 73% 0 0%
Business Benefits 0 0% 0 0% 7 12% 27 45% 25 42% 1 2%
Pressure from
customers
5 8% 13 22% 19 32% 14 23% 7 12% 2 3%
Numerous
certificated
competitors
7 12% 9 15% 22 37% 19 32% 1 2% 2 3%
Benefits achieved
by other certified
firms
2 3% 18 30% 19 32% 17 28% 0 0% 4 7%
Avoid possible
obstacles to
exportation
6 10% 17 28% 9 15% 19 32% 8 13% 1 2%
Mobilizing
employees’
knowledge
1 2% 2 3% 9 15% 29 48% 18 30% 1 2%
Relations with
authorities
9 15% 19 32% 17 28% 11 18% 2 3% 2 3%
Relations with the
community
6 10% 19 32% 18 30% 12 20% 3 5% 2 3%
Business Image 0 0% 0 0% 7 12% 23 38% 29 48% 1 2%
xxviii
Most firms in our sample feel that quality improvement, business benefits, mobilizing employees’
knowledge and business image were important or extremely important factors to implement
certification, as shown on figure 2.
Cost red
ucing m
easures
Quality
impro
vemen
t
Mobilizing e
mployees’ k
nowledge
Business
Benefi
ts
Business
Imag
e0%
10%20%30%40%50%60%70%80%
40%48% 45%
38%
73%
30%
42%48%
Important Extremely important
Figure 2 - Reasons to implement certification
The below graph, figure 3, demonstrates that benefits obtained by other certified firms, improved
relations with authorities and the community were generally identified as unimportant reasons to
implement the certification process by roughly one-third of the firms in our sample.
26%27%28%29%30%31%32%
30%
32% 32%32%
28%
30%
Not importantWith some importance
Figure 3 - Reasons to implement certification – not important/with some importance
xxix
Some of the firms did not respond some questions.
The following graphs represent the benefits of certification.
Table 5- Benefits of Certification
No
benefits
Few
benefits
Moderat
e
Benefits
Substantial
Benefits
Very
substantial
benefits
Did not
respond
n % n % n % n % n % n %
Reduction of production costs5 8% 1
1
18% 28 47% 12 20% 3 5% 1 2%
Increased productivity2 3% 1
1
18% 24 40% 18 30% 5 8% 0 0%
Increased confidence in the firm's quality 0 0% 2 3% 13 22% 30 50% 15 25% 0 0%
Environmental improvements5 8% 1
2
20% 16 27% 22 37% 5 8% 0 0%
Increased on-time deliveries 2 3% 5 8% 20 33% 24 40% 9 15% 0 0%
Increase in customer satisfaction 0 0% 2 3% 15 25% 29 48% 13 22% 1 2%
Increase in market share 7 12% 8 13% 23 38% 14 23% 6 10% 2 3%
Maintenance / increase in net profit8 13% 1
5
25% 24 40% 11 18% 1 2% 1 2%
Improvements of the definition and
standardization of work procedures
0 0% 3 5% 2 3% 34 57% 21 35% 0 0%
Improvement of the worker´s morale 1 2% 5 8% 24 40% 23 38% 7 12% 0 0%
Improved relations with authorities14 23% 1
3
22% 18 30% 13 22% 1 2% 1 2%
Improved relations with the community
10 17% 1
4
23% 21 35% 11 18% 3 5% 1 2%
Improvement of the firm's image0 0% 0 0% 10 17% 30 50% 19 32% 1 2%
Figure 4 reveals that the majority of firms in our sample found that the main benefits of certification
translated into increased confidence in the firms’ quality; improvement of the definition and
standardization of work procedures and improvement of the firm’s image.
xxx
0%10%20%30%40%50%60% 50%
57%50%
25%35% 32%
Substantial Benefits Very substantial benefits
Figure 4 - Benefits of Certification – Substantial benefits/very substantial benefits
Maintenance/increase in net profit and improved relations with authorities and the community were
identified as providing the least benefits to firms that underwent the certification process, as shown
below on figure 5.
Mainten
ance
/ incre
ase in
net profit
Improve
d relati
ons with
authoriti
es
Improve
d relati
ons with
the c
ommunity0%5%
10%15%20%25%30%
13%
23%
17%
25%22% 23%
No benefits Few benefits
Figure 5 – Benefits of Certification – no benefits/few benefits
Some of the firms did not respond to some of the questions.
xxxi
According to figure 6, we can see the length of time that takes to implement the ISO 9000
Certification.
10; (17%)
41; (68%)
3; (5%)
2; (4%)
2; (3%) 2; (3%)
Less than 1 yearBetween 1 and 2 yearsBetween 2 and 3 yearsBetween 3 and 4 yearsMore than 4 yearsDid not respond
Figure 6 - Length of time to implement the ISO 9000 Certification
From the above graphs, figure 6, we see that most firms in our sample (85%) do not require much
time (2 years or less) to implement the ISO 9000 certification; only less than a quarter of the firms
took less than one year.
Some of the firms did not respond some questions.
The next table represents the benefits of certification.
Table 6 – Competition
Strongly
disagree Disagree
Neither
agrees nor
disagrees Agree
Strongly
agree
Did not
respond
n % n % n % n % n % n %
In our business customers are loyal,
rarely change for new businesses or
competitors
12 20% 17 28% 18 30% 12 20% 1 2% 0 0%
In our business the competition is
mainly by price and not by
differentiation of product or service
2 3% 7 12% 20 33% 20 33% 10 17% 1 2%
xxxii
In our business the competition is
extremely intense compared to other
sectors
1 2% 7 12% 19 32% 23 38% 10 17% 0 0%
In our business, firms promote
(advertise) strongly compared with
other sectors
12 20% 27 45% 19 32% 1 2% 0 0% 1 2%
The demand in our business has
been growing rapidly over the last 3
years
23 38% 20 33% 14 23% 2 3% 0 0% 1 2%
Innovation and R & D is more
common in our activity than in most
activities
10 17% 23 38% 17 28% 7 12% 1 2% 2 3%
In the past 3 years our business has
been more profitable than other
activities
27 45% 21 35% 11 18% 0 0% 0 0% 1 2%
We have a serious problem of
overcapacity in our activity
5 8% 22 37% 14 23% 11 18% 6 10% 2 3%
Our activity is still in the early growth 28 47% 23 38% 5 8% 0 0% 0 0% 4 7%
Our activity is characterized as a
high-tech activity
12 20% 21 35% 21 35% 3 5% 1 2% 2 3%
According to figure 7, one third of the firms in our sample agree that competition is mainly by price
and not by differentiation of product or service and competition is extremely intense compared to
other sectors.
30%32%34%36%38%
33%
38%
Agree
Figure 7 – Competition - Agree
xxxiii
Firms disagree that the demand in their business has been growing rapidly over the last 3 years.
80% of firms do not agree that in the past 3 years their business has been more profitable than
other activities, as shown on figure 8.
85% of firms do not feel that the fact that their activity is still in early growth is an important factor
for competition.
0%10%20%30%40%50%
38%45% 47%
33% 35% 38%
Strongly disagreeDisagree
Figure 8 – Competition – strongly disagree/disagree
Some of the firms did not respond some of the questions.
The implication for customers can be seen in the below graphs.
not implem
ented
barely i
mplemen
ted
partiall
y implem
ented
almost
implem
ented
fully im
plemen
ted
Did not resp
ond0%
10%
20%
30%
40%
50%
60%
8% 7%
30%
48%
7%0%2%
7%
20%
53%
15%
3%
There was an increase in contacts between company personnel and customers Actively seek our customers in the design of products and / or services
Figure 9 - Implication for customers
xxxiv
From the above graphs, figure 9, I concluded that most firms in our sample feel that quality
improvement, business benefits, mobilizing employees’ knowledge and business image were
important or extremely important factors to implement certification.
Benefits obtained by other certified firms, improved relations with authorities and the community
were generally identified as unimportant reasons to implement the certification process by roughly
one-third of the firms in our sample.
Some of the firms did not respond some questions.
The following pie chart represents benchmarking and its implementation.
27; (45%)
9; (15%)
17; (28%)
3; (5%)
2; (4%) 2; (3%)
not implementedbarely implementedpartially implementedalmost implementedfully implementedDid not respond
Figure 10 - Benchmarking
As can be seen on figure 10, almost half of the firms have not implemented the internal program of
competitive benchmarking, approximately a quarter of the firms have partially implemented it and
about half a quarter as barely implemented it. Few firms in our sample had almost or fully
implemented the certification process. Some of the firms did not respond to some of the questions.
The below table represents empowerment and its implementation.
xxxv
Table 7 – Empowerment
not
implemented
barely
implemented
partially
implemented
almost
implemented
fully
implemented
n % n % n % n % n %
Employee involvement in
planning and design tasks
was increased
4 7% 4 7% 23 38% 26 43% 3 5%
We have a very active system
of employee suggestions
5 8% 13 22% 24 40% 13 22% 5 8%
The autonomy of employees
to make decisions was
increased
4 7% 11 18% 30 50% 13 22% 2 3%
In the below graph, figure 11, we can see that 40% of the firms have partially implemented a very
active system of employee suggestions and half of the firms increased the autonomy of employees
to make decisions.
The majority of firms (81%) increased the employee involvement in planning and design tasks.
0%10%20%30%40%50%60%
38% 40%50%
43%
partially implementedalmost implemented
Figure 11 – Empowerment
Zero defects mentality can be found in the below table.
xxxvi
Table 8 - Zero defects mentality
not
implemented
barely
implemented
partially
implemented
almost
implemented
fully
implemented
Did not
respond
n % n % n % n % n % n %
We have a commitment to a
goal of zero defects
7 12% 3 5% 19 32% 19 32% 10 17% 2 3%
We have a program of
continuous reduction of
defects and failures
2 3% 3 5% 17 28% 27 45% 11 18% 0 0%
We have a plan to
dramatically reduce the
reprocessing
4 7% 7 12% 21 35% 18 30% 8 13% 2 3%
The majority of the firms (64%) have a commitment to a goal of zero defects partially and almost
implemented as seen in figure 12.
About three quarters of the firms (73%) have a program of continuous reduction of defects and
failures partially and almost implemented.
65% of the firms have a plan partially and almost implemented to dramatically reduce the
reprocessing. These results can be seen below.
0%10%20%30%40%50%
32% 28%35%32%
45%
30%
partially implementedalmost implemented
Figure 12 - Zero defects mentality
3% of the firms did not respond the first and third questions.
The following graphs depict the Quality Management System.
xxxvii
Table 9 - Incoming of the Quality Management System, regarding the way Quality program has
impacted and influenced the results of the firm.
Strongly
disagree Disagree
Neither
agrees nor
disagrees Agree
Strongly
agree
n % n % n % n % n %
Our quality program has increased
our productivity significantly
1 2% 6 10% 33 55% 20 33% 0 0%
Our quality program has contributed
dramatically to improve our
competitive position
1 2% 7 12% 22 37% 27 45% 3 5%
Our quality program has increased
significantly our profitability
1 2% 11 18% 33 55% 13 22% 2 3%
Our quality program influenced
significantly the increase of our sales
2 3% 11 18% 32 53% 14 23% 1 2%
Our quality program has contributed
significantly to the improvement of our
overall performance
0 0% 6 10% 22 37% 27 45% 5 8%
In general, it would have been better
without the quality program
39 65% 13 22% 7 12% 1 2% 0 0%
As we can see in the below graph, figure 13, almost half of the firms agreed that the quality
program has contributed dramatically to improve their competitive position and the quality program
has contributed significantly to the improvement of their overall performance and about one third
neither agreed nor disagreed.
Half of the firms neither agree nor disagree that the quality program has increased their productivity
significantly, their profitability and has influenced significantly the enhance of their sales.
xxxviii
Our quality program
has increased our productivity significantly
Our quality program
has con-tributed dram
atically to improve
our competitive position
Our quality program
has increased significantly our profitability
Our quality program
influenced significantly the increase of our
sales
Our quality program
has con-tributed significantly to the im-provem
ent of our overall per-form
ance
0%10%20%30%40%50%60% 55%
37%
55% 53%
37%45% 45%
Neither agrees nor disagreesAgree
Figure 13 - Incoming of the Quality Management System, regarding the way Quality program has impacted and influenced the results of the firm – neither agrees nor disagrees/agrees
According to the figure 14, the vast majority of the firms in our sample (87%) as can be seen in the
below graph, did not feel that they were better off without the quality program in terms of improving
the firm’s results.
65%
22%
12%2%
Strongly disagreeDisagreeNeither agrees nor disagreesAgreeStrongly agree
Figure 14 – Firms did not feel that they were better off without the quality program in terms of improving the firm’s results
Some of the firms did not respond some of the questions in questionnaire.
xxxix
Table 10 - Culture
Below you will find a number of attributes that describe why firms undertake TQM measures in
practice or pursue / seek quality.
We asked to divide 100 points among the 24 descriptions based on the importance or emphasis
that the firm places in practice.
Attributes
1 Meet customer expectations
2 Prevent errors
3 Reduce costs by failures / malfunctions / waste
4 Inspect and detect errors
5 Respond quickly and appropriately to customer complaints
6 Improve current levels of performance
7 Projecting correctly from the beginning
8 Surprise and delight the customer
9
To focus on the management of suppliers and customers as well
as in processes
10 Reduce customer dissatisfaction
11 To focus on "process" and the causes of errors
12 Anticipate customer expectations
13 Correct errors
14 To focus on Client’s "needs"
15 Zero defects
16 To focus on "production" (products)
17 Helping customers in order to avoid future problems
18 Avoid inconvenience to customers
19 Create new alternatives of doing things
20 To focus on Customer’s "preferences"
21 "Create" customer preferences
22 Review up on things well done
23 Obtain customer preferences in advance and follow them
24 Compensate customers beyond what they expected
This table is based on 24 important attributes that firms rely to implement quality. To construct this
table we relied on attributes which received the highest rate, taking into account the 100 points they
had to distribute among several attributes.
xl
The points assigned to each attribute were added. With the data obtained, we organized it in
descending order, with the most valued attributes on the top of the table. The table was numbered
from most important to least important.
After all data were organized, we analyzed the resulting graphic.M
eet c
usto
mer
exp
ecta
tions
Prev
ent e
rror
s
Redu
ce co
sts b
y fa
ilure
s / m
al-fu
nctio
ns /
was
te
Insp
ect a
nd d
etec
t err
ors
Resp
ond
quick
ly a
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Figure 15 - Culture
According to figure 15, the majority of the firms in our sample undertake TQM measures for quality
purposes to meet customer expectations and prevent errors.
Cost reductions, inspection/detection of errors, quick and appropriate response to customer
complaints and improvement of current levels of performance were also identified as important
factors to undertake TQM measures.
Obtaining customer preferences in advance and compensation customers beyond what they
expected were identified as the least important factors.
4.2. Results from Interviews
In order to complete the above survey, we also made/sent a questionnaire to the 5 firms, to obtain
more information.
In the textile world, the main reason that made the clients look for other markets was because of
the price. In countries like Bangladesh, China, India, Vietnam, clients find that the prices are lower
and so are the raw materials. But on the other hand, these countries manage to have such low
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prices because they are not concerned with environmental and social demands and they also have
state supports.
As prices in Portugal are higher, clients demand many tests in order to compensate the money that
they paid. The new markets that are emerging are offering good prices and their products present
some quality, which means that clients will not think twice. Another aspect that is very important
and helped the clients search for other countries was because of the loss of geographic barriers.
Portuguese people are very submissive and cease to control the process.
Some aspects that make clients come back to Portuguese textile firms are quality, punctuality,
creativity when it comes to giving solutions and suggesting interesting new products.
The majority of the clients that once left our country did not come back. The few who came back
were because the experience they had with other countries did not come out as they wished and
the product was not as they were expecting too.
But the fact that the clients came back it does not necessary mean that it is good because their
return rouse less stability, less loyalty, many demands in order to achieve the desired price.
The ones that are still in Portugal were the ones that never left our country. The clients are here but
the orders are fewer amounts and the types of garments too. They still continue here because they
know that Portugal accepts all types of orders when it concerns quantities.
Orders with less quantities lead to higher costs with the management of processes, more errors
and more technical human resources.
Some new clients come to Portugal to visit our firms, to see how we work, our prices, our quality
and to study our market.
Quality is very important because if Portugal did not bet on quality, the clients would never return to
our country. The lack of quality leads to the decrease of sales. That is one of the factors that make
our clients see that our product has quality and the sales are good because of that.
During the time that the clients look for new markets, Portuguese firms took advantage of
improving and optimizing their resources.
The clients are returning but as all know, the big orders are not coming back. We have to adapt our
firms and have a versatile structure to be prepared to receive them and to guarantee that our
helpdesk is improved. Made is Portugal is a guarantee of quality unlike the image of the past.
In order to survive the crises, the satisfaction of the final client is very important. Our firms need to
study very well all markets, need to know which products that the clients are looking for, need to be
creative when it comes to the design of the garments, bet on innovation, be concerned with the
product’s image and its versatility. If we take into account these factors, we will guarantee our
space.
Without quality and without punctuality, clients seek for better conditions in other countries.
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Many firms in Portugal work for clients that represent very well known brands and quality is very
important to assure that it creates more value, more margins, so that it justifies their stay.
The work places are very important in a firm because they are responsible for quality. If they do not
work properly, quality will not exist and neither will their work place. More and more, workers know
it is like that.
Workers have training in order to sensitize them with this issue; they receive information and are
taught to deal correctly with the client’s complaints, customer service, which are the firm’s main
goals and why the client is so important.
Clients like the loyalty felt by our firms because they like to create roots, feel well with the ones they
work with and feel that it is not only because of the money.
A very important aspect that happens in Portugal and does not happen with the majority of the
countries is that our firms trust the clients based on the prestige and feedback collected initially and
payments are made 30 to 60 days after the order is delivered. This does not happen in the other
countries. They have to pay as they place the order.
Quality and the QMS are two important tools that if they are used properly; they are two great
weapons that we can use in our defense.
The QMS well implemented is an instrument that can manage everything in a firm (human
resources, behaviors …), involving everybody with the firm, with the client and will the society.
Workers are an important link in the firm´s performance and if all perform their functions properly,
this will be reflected throughout the firm.
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5. DISCUSSION
The main objective of this dissertation is to work a database that refers to the textile sector in
Minho which allows us to evaluate the impact that quality can cause on the textile firms from Minho,
why some firms survived and others did not survive.
Most firms in our sample feel that quality improvement, business benefits, mobilizing employees’
knowledge and business image were important and that competition is very intense and is mainly
by price and not by differentiation of product or service.
The quality program has contributed to improve their competitive position and the improvement of
their overall performance. The majority of the firms confirm that were better with the quality
program in terms of improving the firm’s results.
The greater part of the firms in our sample undertake TQM measures for quality purposes to meet
customer expectations and prevent errors.
Quality is very important because the lack of it would lead out the clients and they would never
return to our country. The lack of quality leads to the decrease of sales. It is very important to
assure that it creates more value, more margins, so that it justifies their stay. Quality and the QMS
are two important tools.
From the data collected through the questionnaires administered, we can conclude that firms have
similar views regarding quality, related interventions and its importance in the Portuguese textile
sector. We can also conclude that all think alike and have the same opinion when it comes to the
importance of quality in Portugal, namely in the textile sector.
Although quality is the most important factor, there are other aspects that we must have in mind
that clients also consider important, such as, good prices, punctuality, creativity, responsibility and
loyalty.
Our Portuguese businessmen think the same way that owners of textile firms of UK do. They
consider quality an important tool to survive nowadays in the textile sector but besides that, they
also think that we must follow all the changes that happen in the market in order to continue
competitive.
Despite all this concern in producing with quality, some UK firms have reduced their manufacturing
capacity and transferred it to countries that produce with lower prices, such as Eastern Europe, the
African continent and the Asian continent. With lower prices the profit margins enlarge.
Spanish businessmen think alike when it comes to the importance of quality in the textile industry.
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5.1. Strengths
We choose the Minho region because the majority of the textile industrial is located there.
This study will help others to understand the actual situation of the textile sector in Portugal,
namely, the Minho region, as it includes results of a sample of 60 firms and the importance of
Quality.
5.2. Limitations
One of the limitations is that we only focused on the Minho region and therefore our findings may
not be applicable to the whole of Portugal. For example, there are a considerable number of textile
firms in the Covilhã region.
We can also consider a limitation the fact that we do not know specifically where each firm is
situated, for example, if they are from the north or south of the Minho region.
Another found limitation was the delayed response of some firms that made the data collection take
longer.
The size of the firms was another limitation. The conclusions that were taken may be influenced by
its size, as we have a large range of workers.
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6. CONCLUDING REMARKS
After a bibliographical analysis of the most widely used management systems, the following
conclusions were reached:
Of all firms surveyed, the quality is certainly very important for its survival. From the other selected
papers, which demonstrate the reality in other countries, it is undoubtedly well-known that this
concern is in general, to all firms.
The main results of our study shows that the majority of the firms in our sample undertake TQM
measures for quality purposes to meet customer expectations and prevent errors.
Most firms have chosen to be certificated because they felt that quality improvement, business
benefits, mobilizing employees’ knowledge and business image were important factors.
The majority of firms in our sample found that the main benefits of certification translated into
increased confidence in the firms’ quality; improvement of the definition and standardization of work
procedures and improvement of the firm’s image.
Quality consolidated because the Portuguese textile industries produce products with quality unlike
what happens in the Chinese textile industries.
Small orders or orders deemed urgent are produced in Portugal since the Chinese do not accept
them. Portuguese industries accept these situations to get more orders.
Another relevant situation is the salary paid to the workers. Chinese can produce at a lower price
also because of the salaries that are much lower, not to mention the existence of child labor.
Portuguese firms respect all proprieties and trademarks of all clients and products while Chinese
devalue it. Because of this China may have low costs but presents more losses.
Portuguese firms may have relocated their production to be cheaper but still fulfill all properties.
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APPENDIXES
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APPENDIX 1 – QUESTIONNAIRE
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1- Is your firm multinational?
2 - Reasons to implement certification.Mark with an X, the importance of each of the following motivations for the decision to certify according to ISO 9000.
Without any importance
Not important
With some importance
Important Extremely important
Did not respond
n % n % n % n % n % n %Cost reducing measures
Quality improvement
Business Benefits
Pressure from customers
Numerous certificated competitors
Benefits achieved by other certified firms
Avoid possible obstacles to exportation
Mobilizing employees’ knowledge
Relations with authorities
Relations with the community
Business Image
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3- Benefits of Certification:Indicate with an X, the benefits obtained after certification according to ISO 9000 in each of the following categories.
No
benefits Few
benefits Moderate Benefits
Substantial Benefits
Very substantial
benefitsDid not respond
Reduction of production costs
Increased productivity
Increased confidence in the firm's quality
Environmental improvements
Increased on-time deliveries
Increase in customer satisfaction
Increase in market share
Maintenance / increase in net profit
Improvements of the definition and standardization of work procedures
Improvement of the worker´s morale
Improved relations with authorities
Improved relations with the community
Improvement of the firm's image
4-Length of time to implement the ISO 9000 Certification Mark with an X, the time that took the firm to decide to implement the ISO 9000 till the certification.
Less than 1 year
Between 1 and 2 years
Between 2 and 3 years
Between 3 and 4 years
More than 4 years
Length of time to implement
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the ISO 9000 Certification
5 – CompetitionTick the best answer for each question on a scale of 1 to 5 (1 = strongly disagree, 5 = strongly agree)
Strongly disagree Disagree
Neither agrees nor disagrees Agree
Strongly agree
Did not respond
n % n % n % n % n % n %In our business customers are loyal, rarely change for new businesses or competitors
In our business the competition is mainly by price and not by differentiation of product or serviceIn our business the competition is extremely intense compared to other sectors
In our business, firms promote (advertise) strongly compared with other sectorsThe demand in our business has been growing rapidly over the last 3 years
Innovation and R & D is more common in our activity than in most activitiesIn the past 3 years our business has been more profitable than other activities
We have a serious problem of overcapacity in our activityOur activity is still in the early growth
Our activity is characterized as a high-tech activity
6-Implication for customers
Not implemented
1 2 3 4
Fully implemented
5There was an increase in contacts between firmPersonnel and customersActively seek our customers in the design of products and/or
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services
7- Benchmarking
Not implemented
1 2 3 4
Fully implemented
5We have an internal program of competitive benchmarking
8 - Empowerment
not
implementedbarely
implementedpartially
implementedalmost
implementedfully
implemented n % n % n % n % n %Employee involvement in planning and design tasks was increased
We have a very active system of employee suggestions
The autonomy of employees to make decisions was increased
9- Zero defects mentality
not
implementedbarely
implementedpartially
implementedalmost
implementedfully
implementedDid not respond
We have a commitment to a goal of zero defects
We have a program of continuous reduction of defects and failuresWe have a plan to dramatically reduce the reprocessing
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10- Incoming of the Quality Management System.Tick the best answer using a scale of 1 to 5 (1 = strongly disagree, 5 = strongly agree) regarding the way your Quality program has impacted and influenced the results of your firm.
Strongly disagree Disagree
Neither agrees nor disagrees Agree
Strongly agree
n % n % n % n % n %
Our quality program has increased our productivity significantlyOur quality program has contributed dramatically to improve our competitive positionOur quality program has increased significantly our profitability
Our quality program influenced significantly the increase of our sales
Our quality program has contributed significantly to the improvement of our overall performanceIn general, it would have been better without the quality program
11- CultureBelow you will find a number of attributes that collect usual descriptions of why firms undertake TQM measures in practice or pursue / seek quality.We ask you to divide 100 points among the 24 descriptions based on the importance or emphasis the firm places in practice.
It is not necessary to assign points to all descriptions, only those that truly reflect an important point in order to act in your firm, or over which supports your deployment strategy of the Quality Management System. What is crucial is that, in the end, the sum of all the points by itself is marked 100.
1 a Inspecionar e detectar erros1 b Prevenir erros1 c Melhorar os níveis actuais de desempenho2 a Reduzir os custos por falhas/ avarias/ desperdício2 b Zero defeitos2 c Criar novas alternativas de fazer as coisas3 a Corrigir erros3 b Projectar correctamente desde o princípio 3 c Rever-se nas coisas bem feitas4 a Centrarmo-nos na “produção” (produtos)4 b Centrarmo-nos nos “processos” e nas causas de erros
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4 c Centrarmo-nos na gestão de fornecedores e clientes assim como nos processos
5 a Evitar incómodos aos clientes5 b Satisfazer as expectativas do cliente5 c Surpreender e deliciar o cliente6 a Responder rápida e adequadamente às reclamações dos clientes6 b Ajudar os clientes evitando problemas futuros6 c Indemnizar e compensar os clientes para além do que esperavam7 a Reduzir a insatisfação do cliente7 b Obter antecipadamente as preferências do cliente e segui-las7 c Anteciparmos as expectativas do cliente8 a Centrarmo-nos nas “necessidades” que nos pede o cliente8 b Centrarmo-nos nas “preferências” do cliente8 c “Criarmos” as preferências do cliente
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APPENDIX 2 – INTERVIEW
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1 - There were critical factors in the consolidation of firms in the textile sector. In your opinion, why
did some firms / clients leave Portugal?
2 - Why did some firms return later?
3 - How did quality contribute to the return of some important clients?
4 – How did quality contribute for textile firms in the Minho region survive the crisis?
Qual o contributo da qualidade para as empresas têxteis do Minho conseguirem sobreviver à
crise?
5- How did quality contribute to the maintenance of jobs in the textile firms in the Minho region?
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