University of Vaasa - Vaasan yliopisto

As we can see in the Figure 2, on the first road, the organization begins satisfying
some of the customers' needs through some administration system deployment (spot
A); the evolution of the or organization ganization begins when the it begins to give attention to
other stakeholders (other systems implantation as ISO 14.000 and OHSAS 18001), it
is when the organization passes from spot A to spot B. The passage from the spot B
to the spot D happens when the or organization ganization feels the need of an Integrated
Management Solutions (IMS), setting down the third generation of administration
systems.
This second passage happens when the organization begins its road to the excellence
(the total satisfaction of the customer customers' s' needs), passing from the spot A (quality
administration system) to the spot C (excellence system focused on the customer). In
this case, when the organization begins to focus on the satisfaction of the
stakeholders higher than the customers, it would be passing from the spot C to the
spot D, characterizing the third generation of the quality movement.
Figure 1: : Evolution for the third quality generation
Source: (Karapetrovic , 2003)
Another train of thought points the existence of a third way to reach the satisfaction
of the needs of different stakeholders (third generation of the quality movement).
This third passage would occur through the dialogue with the different stakeholders,
identifying, through this dialogue, their interests, which would have an important
incidence in the strategic planning of the organization and in their operational
processes. Through this ne new w alternative, the Karapetrovic outline can be
reformulated, incorporating a new type of passage which would happen in a direct
way among the spots A and D (see Figure 2).
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