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The Executive Guide to Understanding and Implementing the Baldrige Criteria: Improve Revenue and Create Organizational Excellence
Denis Leonard PhD and Mac McGuire PhD

ASQ Quality Press BEST SELLER !
Download a sample chapter and view the table of contents!


This book provides a guide to the Baldrige Criteria for executives or managers new to quality, or to organizations interested in introductory information. National, regional, state, and local quality award organizations will particularly benefit from this book by providing it as a resource to their examiners and to companies wanting to become involved in the Baldrige award process.

Companies that have internal quality awards or self-assessments will also find this to be an invaluable resource. So that this book is a complete guide to the Baldrige Criteria, the authors have provided the criteria, outline, and values in appendices for the reader's convenience.

The authors have been examiners with the Malcolm Baldrige National Quality Award, the Texas Award for Performance Excellence and Wisconsin Forward Award. They also bring years of experience as quality managers, consultants, professors and researchers.

Praise for the Executive Guide to the Baldrige Criteria

“I recommend it for senior leaders who want to know why implementing the Baldrige Award process is a sound financial investment.”
CEO, Branch-Smith Printing, Recipient 2002 Malcolm Baldrige National Quality Award

“If you’re looking for a no-nonsense, roll-up-your-sleeves-and-get-it-done guide to applying the Baldrige Criteria, this is the book.”
Tom Mosgaller, Past Chair, ASQ Board of Directors

“Essential information of value to newcomers and experienced practitioners alike. This book will be a welcomed addition to any performance excellence library or training toolkit.”
Elizabeth Clark Menzer, Executive Director, Wisconsin Forward Award, Inc

“This is one of the best books I’ve seen on the Baldrige Award process.”
Roger Berger, PhD, Professor Emeritus, Iowa State University, Past Chair, QMD

“This book stays away from typical quality jargon, which will help readers engage the Criteria effectively.”
Jerry Mairani, Past Chair, ASQ

Available at ASQ Quality Press

Book Review From Quality Progress Magazine, May 2008

QP Reviews The Executive Guide to Understanding and Implementing the Baldrige Criteria by Denis Leonard and Mac McGuire, ASQ Quality Press, 2007, 120 pp., $29.40 list, $16.80 member (book).

As the title suggests, Leonard and McGuire have produced a book aimed at CEOs and senior executives who are interested in pursuing the Malcolm Baldrige National Quality Award criteria. But even if you’re not a CEO and merely need to understand what Baldrige is, the benefits of the criteria, the requirements and the resource commitments, this is a good place to start.

The book begins with a Baldrige model overview, as well as a description and discussion of the model’s seven organizational profile categories and the value of completing the profile questionnaire. The possible outcomes of implementation are discussed in a frank manner with the help of a table listing advantages and disadvantages.
Quickly moving to the financial impact of Baldrige, the book cites numerous research studies linking Baldrige with various financial metrics and indicators.

Next, the value of self-assessment is reviewed, and resulting nonfinancial improvements that could result are discussed. Finally, short chapters address implementation, the site visit and feedback, which are illustrated using six brief case studies. This book is exactly what it purports to be: an executive guide to the Baldrige criteria. It provides a very good, executive-level discussion of what Baldrige is.

Reviewed by James Kotterman
APL Logistics
Woodridge, IL


Sample of Publications and Presentations
(Those Highlighted are Available as Downloads)

Leonard, D (2017) Using the Baldrige Criteria and Self-Assessment as Strategic Drivers: A Case Study, Quality Management Forum, Vol 43, No 3 pgs 1, 4 & 5

William H. Murphy & Denis Leonard, (2016),Quality management leads to healthier small businesses, Journal of Small Business and Enterprise Development, Vol. 23 Iss 4 pp. 1104 - 1119

Leonard, D (2015) Using Business Excellence to Change our World, Returning to our Roots: Perspectives, Oakbrook Business Review, Vol 1, April, pp 4-7

Leonard, D & Zajicek, G (2014) A Place to Call Home: Home Builder Leverages Quality Toolbox, Innovation Culture to Build House for “Extreme Makeover” Family, Quality Progress, April, pp 34-39

Leonard, D (2013) The Efficiency Impact of International Standards on Global Trade, National Industries and Individual Organizations: The Influence of Quality and Risk Management, Standards Engineering: The Journal of the Standards Engineering Society, January/February, pp 1-8

Leonard, D (2012) Using the Baldrige Criteria and Self-Assessment as Strategic Drivers: A Case Study, Published on the Organizational Excellence Technical Committee website, Quality Management Division, ASQ, September 2012, pp 1-5

Leonard, D & Ogranovitch, S (2012) The Impact of a Quality Culture, Quality Peer Group One Meeting, American Contactors Insurance Group, Phoenix, Arizona, January 26th 2012

Leonard, D & Prahal, D (2011) The Implementation and Impact of the National Housing Quality Award Criteria in an Energy Efficient High Performance Home Building Company: Wathen Castanos Hybrid Homes, 20th Annual ASQ Audit Division & Design & Construction Division Conference: Plan Your Strategy, Reno Nevada, October 27 & 28th 2011

Leonard, D (2011) Effective Quality Management Techniques for High Performance Homes, International Builders Show, Jan 12th 2011

Leonard, D (2010) The Characteristics of Quality Leadership, ASQ Quality Management Division Conference, Improvements Through People, Processes and Performance, New Orleans, March 4-5th, 2010

Leonard, D (2010) The Value of Integrated Audits to Leadership, The Audit Report, Newsletter of the ASQ Audit Division, Winter edition, Vol. XVIV, Issue 7, p8

Leonard, D, (2010) The Cost of Quality: Its in Details, Upgrading Quality Management Systems for High Performing Homes, International Builders Show, Las Vegas, Nevada, January 19th 2010

Leonard, D (2009) The Ignored Negative Impacts of Downsizing, Journal of Quality and Participation: Online Version, Vol. 32, No 2, pp 1-3

Leonard, D (2009) Customer Focus: Are You the Problem or the Solution? Quality Digest: Quality Insider, 12/21/09, pp 1-3

Leonard, D (2008) Integrated Quality Management: ISO, Baldrige & Six Sigma, Lansing-Jackson MI ASQ Section 1008 & The Capital Quality Initiative, Lansing MI, May 21st 2008

Leonard, D (2008) Keynote Presentation: Sustaining Baldrige Implementation, Vermont Quality Council, Annual Quality Conference and Awards Ceremony, May 14th 2008

Leonard, D (2008) Strong Foundation, Solid Future, Social Responsibility, Quality Progress, Vol. 41, No. 3, pp30-35

Leonard, D & Ogranovitch, S (2008) The Roadmap to Management Excellence: from Quality Management Systems to Quality Awards, International Builder Show, Orlando, Florida, January 13-16th, 2008

Murphy, W & Leonard, D (2007) Total Quality Marketing, Quality World, November, pp 28-37

Leonard, D, & McGuire, M (2007) Integrated Management Systems & Their Alignment with the Baldrige Criteria, Quality Management Forum, Vol 33, No 3, 12-15pp

Leonard, D, & McGuire, M (2007) The Impact of Change in Baldrige Implementation, SGS Newsletter The Proof, Summer 2007, pp 1-3

Leonard, D (2007) The Influence and Impact of Green Tier on Quality Management Systems and Culture, North American Stormwater and Erosion Control Association of Wisconsin, 4th Annual Conference, Water Quality – Impacts of a Changing Environment, Lussier Family Heritage Center, Madison, WI, January 31st – February 1st

Leonard, D (2006) Building Quality at Veridian Homes, Quality Progress, October, Vol. 39 No. 10, pp 49-54

Leonard, D (2006) Baldrige Category 2: Strategic Planning, Brown Bag Series on Baldrige Criteria, Madison Area Quality Improvement Network (MAQIN), April 12th, Madison, WI.

Leonard, D (2006) Diagnostic Profiles: Identifying Problems in Quality Management Implementation, Quality Insider: Quality Digest E-Newsletter, April 11th

Leonard, D (2006) The Impact of Baldrige on Corporate Financial and Non Financial Performance, 18th Annual ASQ Quality Management Division Conference, Irvine, California, USA, March 2nd & 3rd 2006

Leonard, D (2006) The Builder Certification Advantage, The International Builders Show, National Association of Home Builders, Orlando, Florida, USA, Jan 11th –16th 2006

Leonard, D (2006) Market Success of a National Housing Quality Award Winner, The International Builders Show, National Association of Home Builders, Orlando, Florida, USA, Jan 11th –16th 2006

Leonard, D (2005) Displaying & Promoting Best Practices: The Science Fair Approach for Award Site Visits & Corporate Quality Conferences, Quality Management Forum, Fall, Vol. 31, No. 4, pp 5-7

McAdam, R & Leonard, D (2005) A TQM Dynamics Perspective on Baldrige and Business Excellence Model Comparisons, Journal of Total Quality Management and Business Excellence, Vol. 16, No. 6, pp771-792

McAdam, R & Leonard, D (2005) Cross Mapping Strategic and Quality Processes: A Best Practice Analysis, International Journal of Process Management and Benchmarking, Vol. 1, No. 1, pp 25-44

Leonard, D (2005) Quality Management and Documented Management Systems for Builders, The International Builders Show, National Association of Home Builders, Orlando, Florida, USA, Jan 13th –16th 2005

Leonard, D & Ogranovitch, S (2004) Writing An Award Winning Application for the National Housing Quality Award, Benchmark: Premier Conference for the Residential Construction Industry, New Orleans, Louisiana, September 12th–14th 2004

McAdam, R & Leonard D (2004) Reengineering Based Inquiry into Innovation – The Front End of New Product and Service Development Processes, International Journal of Product Development & Innovation Management, Vol. 1, No. 1, pp 66-91

Leonard, D (2003) Tips for Gaining Maximum Value from Baldrige or State Quality Award Site Visits and Feedback Reports, Quality Management Forum, Vol. 29, No 4, pp 12-13

Leonard, D & McAdam, R (2003) Quality’s Six Life Cycle Stages, Quality Progress, August, Vol. 36, No 8, pp 50-55

Leonard, D & McAdam, R (2003) Impacting Organizational Learning: The Training and Experiences of Quality Award Examiners and Assessors, The Journal of European Industrial Training, Vol. 27, No 1, pp 16-21

Leonard, D (2002) The Self-Assessment Matrix: A Baldrige Based Tool for the Introduction, Training and Assessment of Organizational Performance Excellence, Quality Management Forum, Vol. 28, No 4, pp 6-9

McAdam, R & Leonard, D (2001) Developing TQM: The Knowledge Management Contribution, Journal of General Management, Vol. 26 No 4, pp 47-61

Leonard, D & McAdam, R (2001) The Relationship between TQM and Corporate Strategy: The Strategic Impact of TQM, Journal of Strategic Change, Vol. 10, Issue 8, pp 439-448

McAdam, R & Leonard, D (1999) The Contribution of Learning Organization Principles to Large Scale Business Process Re-Engineering, Journal of Knowledge and Process Management, Vol. 6 No 3, pp 176-183

McAdam, R & Leonard, D (1998) Development of a Learning Approach to Business Improvement Strategy in Rapidly Changing Business Environments, Journal of Strategic Change, Vol. 7, pp261-278

Leonard, D (1997) Co-Coordinating Change Through Continuous Improvement, The TQM Magazine, Vol. 9 No 6, pp 403-409, ISSN 0954-478X


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