Abstract

The Santa Cruz Guitar Co. realizes that quality depends on the people, processes, and environment that create the product and service their customers expect. The small-scale manufacturing operation has for years intuitively put into practice total quality management and many of W. Edwards Deming's management principles. An important part of the company's philosophy is building every instrument as a team. Experienced craftsmen are stationed at each workstation and are empowered to make their own quality decisions. Senior management's prompt and open communication delights customers and translates into repeat business. Creativity and innovation are encouraged by allowing employees to explore new techniques which in turn benefit the company. A sidebar article lists Deming's 14 points.