DED focuses on introducing DQA criteria to potential applicants of the Award

A series of ten postcards were sent consecutively to more than 1,000 Chief Executive Officers and senior managers of selected companies with the objective of acquainting them with the various criteria of the Dubai Quality Award thereby leading them to participate in the 2006 edition of the Award.

The ten criteria included Leadership, Partnerships and Resources, Customer Results, Society Results, Processes Results, Key Performance Results, People, Policy & Strategy, People Results.

"Studies in the US and Europe have shown that quality is an investment in the companies performance mechanism with customers and employees which will have a positive impact on the institutions reputation. Leadership plays an enormous role in determining the direction taken by companies towards innovative initiatives," said Dr. Lway Nackasha, Advisor Quality and Excellence at DED.

The campaign targets the top level leaders in an organisation with the objective of creating greater awareness of the Dubai Quality Award and the benefits that ensue from participating in it.

"A series of ten cards were sent successively representing each of the ten criteria's adding one representing the excellence model aimed at creating a lasting impact and highlighting the long-term understanding of the DQA, and the advantages of applying for the award," he added.

Dr. Nackasha added that the campaign was the first step towards identifying potential applicants, in order to support them and help them to conduct self assessment to preparing submission documents and to ensure that the organizations receive maximum benefit from the participation process. Participating in the DQA is not about winning the prize, the real winning starts with the decision to go through the process of the award."

The campaign targeted companies from various sectors including banks, hotels, Jebel Ali Free Zone and big names related to the private business.

The Dubai Quality Award is based on the Excellence Model of the European Foundation for Quality Management (EFQM). The latter has been successfully applied in private and public sector organizations since 1994. The DQA is presented to enterprises in different sectors of the economy, such as manufacturing, services, tourism, construction, finance, professional, trade, health and education.