The presentation examines the role of stakeholder involvement in the design and operation of quality systems, and gives a brief overview of theories for stakeholder involvement. Presented at the third EQAVET Projects conference, in Bucharest Romania.

1. Constructing Relevant Quality
Assurance Approaches
A Stakeholder-Engagement Perspective
Anthony F. Camilleri 3rd EQAVET Projects Seminar
17th February 2012 – Bucharest, Romania
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2. Stakeholder Engagement
Theory
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3. What is a Stakeholder?
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4. A Process for
Engagement
Strengthening Capacity to Engage
is especially important for
certain VET Stakeholders
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5. Success Factors for
Successful Engagement
1. Plan Ahead
2. Consult using Basic Principles of Good
Practice
3. Incorporate Feedback
4. Document the Process and Results
5. Report Back
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6. Levels of Engagement
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7. Stakeholder Engagement
in Quality Assurance
Processes
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8. Stakeholders in a Quality
Assurance Context
Standards Level
Systemic Level
Practice Level
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9. There is no such thing
as objective quality
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10. ‚Practice Level‘
Objectivity
(experts)
Vs
Inter-subjectivity
(stakeholders)
(&experts)
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11. ‚Systemic Level‘
Constructive Engagement requires you to:
Make a value proposition
Why am I here? What will it Change?
How will I benefit?
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12. ‚Standards - Level‘
Democratic Politics is by
definition determined by
stakeholders
‚Umbrella‘ stakeholders consult
themselves, and synthesise the
expertise of their members
Adopted from World Health Organisation
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13. Linking Theory
to Practice
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14. SEEQUEL Project
• Conceived as a stakeholder-consultation
exercise on quality
System Level Quality Framework developed on
basis of 800 stakeholder interviews
Implementation The perceived need of a
Level stakeholder-led quality framework
led to EFQUEL Foundation
Practice Level The Quality Cycle (later
operationalised in certifications),
integrates stakeholders and peer
review at every level
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15. SEEQUEL Project
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16. SEVAQ+ Project
• Conceived as a quality-asessment-tool
building exercise
System Level Stakeholder consultation led to 3
successive versions of the assessment
questions
Implementation More target groups than originally
Level planned – now four target groups
Practice Level Different use cases led to hundreds of
different questionnaire permutations,
so as to target individual quality
approaches.
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17. A final story
• Harold Moskowitz – psychotherapist working in
marketing in the 1970s
• Held hundreds of in-depth interviews with customers of
food companies
• Led to the Theory of ‚many-pepsis‘
• Credited as the father of horizontal segmentation
or... quality is determined by
social factors
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18. „Constructing Relevant Quality Approaches: A
Quality as Horizontalperspective “
stakeholder engagement
Segmentation
•THANK-YOU– psychotherapist
Harold Moskowitz
working in product design in 1970s
for your attention
• Worked for a number of companies in the
food industry
Anthony F. Camilleri
anthony@camilleri.com
http://www.slideshare.net/anthonycamilleri/ perfect polpa‘ and ‚the
• Hired to design ‚the
perfect pepsi‘
Feedback is welcome!
• Consumer Consultation (not surveying!)
led to concept of Quality as ‚Many Pepsis‘ Released under a Creative Commons
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