Nations Rev Up Focus on Standardization

KSA celebrates the annual National Quality Management Convention

Countries are scrambling not only to soup up their own standardization, but also to provide "a greater scope of standardization," said Choi Kap-hong, chairman of the Korean Standards Association (KSA).
"About 400 people from 119 countries participated in the recent 2008 ISO Congress, which showed signs of two movements in broader terms. The first one is each nation's move to beef up its own standardization influence among nations and regions in the wake of the integration of global markets. In a few words, nations are scrambling to secure the upper hand in a war of standardization. In this regard, the world standardization organization discussed proposals to raise the number of board member countries and the number serving on the standardization technology committee from 18 to 20 members and from 12 to 14, respectively," he said.
"The second one is about the greater scope of standardization. In the past, standards have been used as yardsticks to determine good or bad products and services. From now on, standardization handles not only trade or environmental polices, but also such issues as sustainable buildings and climate change, reconfirming the fact that standardization is becoming more important in the wake of the integration of global markets," said Choi.
The following are excerpts from an interview between NewsWorld and KSA Chairman Choi recently held on the 34th anniversary of the National Quality Management Convention on Nov. 20, 2008.

Question: The National Quality Management Convention, held on Nov. 20, marked its 34th anniversary. Will you tell our readers about the nature of the convention and an event equivalent to this convention in an advanced country if any?
Answer: The National Quality Management Convention is held every November marking the "Month of Quality" to explore and award exemplary individuals and companies who have contributed to establishing a quality-oriented environment in the industrial community by spearheading quality management practices in order to spread quality management.
In 1975, the National Quality Management Event was inaugurated. The current name, National Quality Management Convention, came into use for the 26th event held in 2000. The 18th National Quality Management Convention was upgraded as an event in which the president was present and all quality management activities made during the whole of each year were evaluated.
A similar government-initiated quality management event can be found in the United States. In 1980, the U.S. was under threat of losing its hegemony in the global economy as it suffered a $200 billion deficit in both the fiscal and the trading sectors. However, in 1987, the U.S. inaugurated the Malcolm Baldrige National Quality Award, similar to Korea's Quality Management Award in order to implement a nationwide campaign for a new concept of quality management. The U.S. award has led to the transformation of the foundation of U.S. industry, and the award ceremony is held every year with the president in attendance to enhance the standing of the prize and draw continuous attention from the people.
Q: The Korean and global economies are now in difficult times. I've heard that the National Quality Management Convention has contributed greatly to the development of Korean industry. What is the significance of the convention?
A: Quality management in Korea started with the promulgation of the Industrial Standardization Act in 1961 and the establishment of the Industrial Promotion Agency in 1973. Quality management initiatives that have been put into action across all sectors of the industrial community have contributed to industrial sophistication by strengthening the industrial foundation and improving the quality of products. In particular, thanks to contributions by companies and employees, Korea achieved $100 million worth of exports in 1964 and set a great record of exporting $370 billion in 2007, establishing a foundation toward becoming an advanced economy.
Since 1975, 414 companies, 3,701 teams, 1,242 artisans and 1,526 individuals were given awards and other citations in recognition of their meritorious contributions to the improvement of quality management. Korea's world-class competitive edge in the shipbuilding, home appliances, steel and semiconductor industries is owed to placing top priority on ensuring quality management.
Q: Quality innovation can be described as the endless continuation of improvement. The roles of those in the field are significant, aren't they?
A: Perfect quality does not exist. However, a repetition of the process of improving and complementing is required to continue to produce top-class quality. In order to do so, the role of employees in the field who can grasp product and service problems is important. And individuals' creative ideas are also important, because when several people combine their creativity, it can have synergetic effects. The KSA has one of the most important functions: operating an approximately 50,000 quality control circles in the field across the nation. If one quality control circle has a membership of 10, it means that about 500,000 people are engaged in quality control activities. The nationwide quality control circle rally is held every September to select excellent quality control circles and present them with presidential awards. Such a quality control drive gets under way in the field, so there are more people who make contributions in the production field than we thought.
Q: Would you give us your views on quality?
A: Quality is the foundation and basis of all products and services. Even if products lacking in fundamentals are wrapped well, they will not be selected by customers. Quality serves not only as a customers' yardstick for selecting products, but as each nation's key factor for gaining the upper hand in global competition.
Korea is neither a natural resources-rich country like Russia or Brazil, nor a populous one like the United States or China. We have enough of a competitive edge in terms of quality in all industrial fields to take on advanced countries on an equal footing. Currently, first-place products beloved by people across the world are excellent in function and design and are also excellent in quality, and they are in common to have an excellent quality that makes consumers reliable and satisfied . The fundamental factor of becoming brand items is quality, and the addition of design and brand should be treated as brand goods. Quality cannot always guarantee the success of all companies, but it has been proven in Korea and abroad that companies overlooking quality never succeed.
Q: The integration of global markets makes not only quality but also standardization have a greater impact on national competitiveness. Will you tell us the feeling you got when you participated in the 2008 ISO Congress held some time ago?
A: About 400 people from 119 countries participated in the recent Congress, which showed signs of two movements in broader terms. The first one is each nation's move to beef up its own influence among other nations and regions in the wake of the integration of global markets. In a few words, nations are scrambling to secure the upper hand in a war of standardization. In this regard, the world standardization organization discussed proposals to raise the number of board member countries and the number serving on the standardization technology committee from 18 to 20 members and from 12 to 14, respectively.
The second one is about the greater scope of standardization. In the past, standards have been used as yardsticks to determine good or bad products and services. From now on, standardization handles not only trade or environmental polices, but also such issues as sustainable buildings and climate change, reconfirming the fact that standardization becomes more important in the wake of the integration of global markets.
Q: The KS mark easily conjures up the image of a standard. Of late, the KS mark is certified not only for general products, but also in the service sector, isn't it?
A: Approximately 900 products have been certified with the KS mark since 1962 when the KS certification was first applied to fluorescent lamps. This past May, the Korean government became the third to indicate certificates in the service sector following France and Austria. The move is designed to provide quality services to customers and foster the service industry, thus contributing to national economic development.
For instance, looking at the certification of a call center, a KS service certificate can be issued to companies qualified to meet standards for satisfying customers: any call should be returned within five minutes and more than 98 percent of first calls should be received within a few minutes.
Q: Currently, several government agencies operate their own certification systems. For people and companies, it is complex and burdensome, isn't it?
A: In reality, certification is put into service in the interests of people and customers. People and customers, however, are not quick to grasp whether any technology meets any standard due to the complexity of the technology. The certification system was introduced to provide customers with the fact that a particular product meets a particular technology standard. However, certificates are too complex and numerous. (Official government figures estimate 158 certificates.) Consumers are confused and companies are burdened with costs related to the application for multiple certificates. It is because certificates are found in such various sectors as safety, health and environment.
Fortunately, the Prime Minister approved a plan to revamp the certification system during this year's meeting of the National Standard Deliberation Committee, which he presided over. Celebrating the anniversary of World Standards Day, which fell on Oct. 14, the government announced a decision to integrate all certifications into the KC (Korea Certification), the legal mark of the Ministry of Knowledge Economy. The Korean Agency for Technology Standards is in the integration process. Such an integration process was attempted in Japan with no success due to inter-ministry wrangling and turf wars. If Korean government agencies reach a deal to integrate certification marks, it will contribute great to ensuring social efficiency and consumer safety.
Q: Public concern and worries about the safety of food has been mounting in the wake of the mad cow and melamine rows. Are there any projects the KSA is implementing in order to ensure the safety of foods?
A: There are too many certificates -- 158, including approximately 60 issued by the private sector. Despite the reality, consumers' demand has been skyrocketing for the safety of foods. It is not always easy for consumers to select safe and reliable products. We announced the outcome of the annual "Consumer Well-being Index," a survey of 111 products and 43 services by experts based on five criteria: healthiness, environmental-friendliness, satisfaction, safety and social responsibility. It is designed to suggest guidelines for helping consumers select reliable and quality products. The food safety management system ISO 22000 is in place to prevent and manage any harmful food substances. A total of 22 companies, including CJ and Maeil, have obtained the voluntary international standard designed to affect all interested parties along the food supply chain.
Q: Consumers have a tendency lately to buy items produced by companies credited with doing their best in ensuring not just health and environmental-friendliness, but also social responsibility, don't they?
A: As of late, the quality of life is improving and the number of wise consumers is on the rise, causing consumerism to evolve to higher levels. Consumers have a tendency to take into account the whole of their production process, not just to take a look into products. They tend to pick up products made by companies credited with doing their utmost for health, the environment and taking social responsibility, and are not just satisfied with unconditional ego-oriented consumption. They shift into consumerism patterns aimed at making all people happy based on an altruistic lifestyle, not an egotistical one. With this background, the Lifestyles of Health and Sustainability (LOHAS) was inaugurated. Since 2000, when the Natural Marketing Institute (NMI) announced the term LOHAS for the first time, a survey found that more than 30 percent of American consumers identify themselves with LOHAS.
The LOHAS certification, issued by the KSA, is a certificate designed to help consumers grasp a simple and clear concept of products conducive to a healthy lifestyle and environment. Consumers feel proud of having a positive influence over society and companies by pursuing lifestyles that take into consideration the health and environment of families, neighbors and the earth by consuming products in a prudent manner.
Q: You have usually commented that standards look like the air and the lighthouse. Will you explain the description of standards in an easier manner?
A: Standards are four promises on which related interest parties have agreed to make up for public convenience and safety. First, as an example, comes compatibility issue, such as with a handset charger used to charge several handsets. Second, they can serve the role of simplifying complex processes. Third, they reach a minimum quality requirement, such as for fluorescent lamps having an expected life of 8,000 hours. Lastly, standards serve to provide information. They are designed to provide the general public with conveniences, similar to the purposes of "Exit" and "Toilet" logos. You may imagine living together with standards as you breath the air from the time you wake up in the morning until you go back to bed. nw

Choi Kap-hong, chairman of the Korean Standards Association(KSA)

The Korea Standards Association has concluded MOUs and agreements on business cooperation with such international standards institutions as JSA, JUSE, CAQ, DIN and SAI.

Korea Standards Association Chairman Choi Kap-hong shakes hands with Seoul Mayor Oh Se-hoon after Choi delivered to Oh Korea's first KS service certificate for the 120 Dasan Center, an information service desk operated by the Seoul Metropolitan Government on Sept. 9, 2008. The KSA certification has been expanded to cover the service sector.