Quality management as a brand‐building strategy: a proposal to return to basic purpose

Sets out to discuss the history and present positions of the quality assurance (QA), total quality management (TQM), workplace training and human resource development (HRD) disciplines, Argues that from a position where training gave clear and precise support to QA, the evolved TQM and HRD disciplines have drifted apart, to the detriment of each. Contends that simultaneously, both professional disciplines have become divorced from their original intention of supporting business strategy. Proposes a number of steps to bring HRD, TQM and business needs close together.