Methodology/approach: The concept of value innovation suggests that ‚Äúfocus on stakeholders‚ÄĚ is an implicit rethinking and reflection of ‚Äúfocus on customers‚ÄĚ; where creating radically attractive quality is aimed to satisfy and delight both existing and new customers; which eventually lead to the creation of value to shareholders and other business partners (stakeholder value creation). The EFQM business excellence model (which is described as a representation of quality management at a business level) is being used as a conceptualisation of stakeholder orientation. After modification and adaptation; the EFQM business excellence model is integrated with value innovation in order to develop a cognitive map of stakeholder-oriented quality management.
Findings: Value innovation implies that creative market exploration; future-pull orientation; and supply chain/network orientation should be included in the contemporary quality management principles. Based on the developed cognitive map of stakeholder-oriented quality management; stakeholder value creation requires integration between marketing and operations and is the result of managing properly the exogenous forces (e.g. market conditions and supply chain characteristics) and the endogenous forces (e.g. leadership; people; policy & strategy).
Research limitation/implication: The cognitive map of stakeholder-oriented quality management implies the needs for further research in quality management that integrate between marketing and operations as well as broaden the scope of quality management from a single company to supply chain/network.
Originality/value: This paper redefines/challenges some of the existing assumptions in quality management and offers insights regarding contemporary quality management perspective.
Keywords: Value innovation; stakeholder value; quality management; cognitive map; business excellence