Abstract
This paper examines the design for quality aspect as not any static one time activity but a dynamic reality for the organisations. Authors developed and implemented a benchmarking tool for measuring quality design effectiveness by field survey. Even if mature, established and reputed organisations are time‐tested for producing quality products, various index parameters were found where one company could prioritise their design improvement initiatives. This paper takes the design for quality issue beyond the predominantly static product prelaunch act to a continual dynamic endeavour of on‐going nature, which was not addressed this way in prior literatures. Limitations exist both in its scale and scope, which require further research for establishing cross‐case patterns. An implication will be to expand the ambit of field data from across the various other sectors towards building a consensus on dynamic design for quality management as a cornerstone for the general innovation structure management of the organisations. Copyright © 2015 John Wiley & Sons, Ltd.
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