Title: Internal marketing for Six Sigma success: a conceptual framework

Authors: Sam K. Formby; Dinesh S. Dave

Addresses: Department of Computer Information Systems, John A. Walker College of Business, Appalachian State University, 2122 Raley Hall, Boone, North Carolina 28608-2037, USA ' Department of Computer Information Systems, John A. Walker College of Business, Appalachian State University, 2122 Raley Hall, Boone, North Carolina 28608-2037, USA

Abstract: Six Sigma methodology has been described as a process improvement tool responsible for billions of dollars in business improvements and is the most popular improvement methodology in use in businesses today. Yet, in spite of its popularity, both managers and Six Sigma teams often express frustration over incomplete implementations that fail to live up to the benefits planned by the Six Sigma teams. Interestingly, this frustration is common even in companies with strong corporate commitment to Six Sigma methodology. In addition, a recurring theme for over twenty years in quality management literature is frustration with the implementation of continuous improvement initiatives and inconsistencies in long term gains. The breakdown of organisational support for improvements is frequently blamed. Could weaknesses in implementation and organisational support be related to a lack of internal marketing of changes to the workforce? Can regulatory fit theory help explain these phenomena? This study looks at Six Sigma projects as process improvement 'products and/or services' that need to be marketed to the workforce in order to accomplish lasting benefits. Regulatory fit theory is applied and a Kano model survey methodology is proposed to examine the effects of internal marketing on long term improvement success.

Keywords: six sigma methodologies; Kano model application; internal marketing; regulatory fit theory; quality management; productivity management; organisational support.

DOI: 10.1504/IJPQM.2013.054864

International Journal of Productivity and Quality Management, 2013 Vol.12 No.1, pp.77 - 93

Available online: 27 May 2013 *

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