Which is most popular – Baldrige, EFQM or Deming?

March 8, 2017 by ahmed

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I am often asked which business excellence framework is more popular – the Baldrige Criteria for Performance Excellence or the EFQM Excellence Model. I answer this question by saying that more countries use the EFQM Excellence Model primarily because there are so many countries in Europe. COER’s research in 2015 showed that 61 countries have a national business excellence award with the EFQM model being used most often. However, the countries that use the Baldrige framework tend to be larger such as the United States and China so perhaps the number of users of this framework are greater?To explore this question and for a bit of fun I used Google Trends. There were various searches I could do as the names of these awards/frameworks can vary and would have an impact on the search results. The ones I chose to search on first of all were the Malcolm Baldrige National Quality Award, EFQM Excellence Model (I thought this term was best to search for as most countries promote the model and their national award rather than the EFQM Excellence Award) and the Deming Prize (it was interesting to add this to the mix as the Deming Prize was established in 1951 as the first major prize for TQM orientated organisations).

This graph reveals that the Malcolm Baldrige National Quality Award was easily the most searched for item with two to three times as many searches in comparison to the EFQM Excellence Model. The Deming Prize was rarely searched for.

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The next graph shows a second search. This time I searched for Baldrige, EFQM and Deming. The results are very interesting. As can be seen Deming was easily the most popular search with three to four times as many searches as for Baldrige, which came second, or the EFQM. This search shows the continued relevance and impact of Deming’s work worldwide and that the Baldrige and EFQM “brands” have not reached the same level of popularity (even though these frameworks have largely embraced Deming’s 14 points in their core values and concepts).

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The findings from this research points to the opportunity to grow the brand of “business excellence” in general. This finding is supported from other comparisons of “business excellence” with other tools and techniques as per the previous Google Trends article.

This article was written by Dr Robin Mann, Head of the Centre for Organisational Excellence Research, NZ.

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