Quality Competitions Based on Models of Organizational Excellence: An Italian Quality Award Case Study

Purpose: The aim of the paper is to present assumptions of the Italian Quality Award competition (on the basis of the EFQM model) and show the role of this rivalry in quality management and in creating the competitive advantage of companies aspiring to obtain this award and that having been honored with the distinction awarded by Associazione Premio Qualità Italia. Design/Methodology/Approach: The literature study method, the survey research method conducted on a sample group of Italian micro-enterprises as well as the monographic method, the essence of which was a detailed case study – a specific competition initiative: the quality award, were applied in order to develop the issue. Findings: Organizations have the access to a wide range of quality management methods and techniques as well as to a diversified set of tools that allow them to generate and evaluate quality. One of the tools is the quality competition, which helps organizations both design and supervise processes aimed at ensuring the appropriate high level of products modernity, reliability, efficiency, effectiveness, durability or aesthetics as well as test and confirm the effectiveness of these processes through the self-assessment and then external and internal evaluation procedures. Solutions developed during the European Quality Award competition have become the starting point for the development of standards and assessment methodologies applied in national quality competitions around the world, including Italy. The Italian Quality Award, which is based on the EFQM model, allows its laureates and candidates to design, evaluate and improve managerial solutions that are related to all aspects of company management. It also helps take image advantage of the quality effective creation. The quality award granted by the APQI association is a kind of an instrument supporting the organization's brand. It strengthens company information, guarantee and promotional functions. In fact, the award is used to develop and maintain the Total Quality Management in an organization. Practical Implications: Practical business implications focus primarily on indicating the functions of the Italian Quality Award as well as indicate opportunities resulting from this distinction in the field of quality management processes and marketing communications of companies. Originality/Value: The multifaceted role of the Italian Quality Award, both as a quality management tool and as an image instrument has been presented in this paper. The text also contains a short discussion of the author's own research results (empirical study) on the role of quality certificates for activities carried out by Italian microenterprises and on the recognition of the Italian Quality Award brand.