The Fine (1986) quality-based learning curve model is extended to incl
ude the consideration of speed of quality improvement. The model demon
strates that under different circumstances rapid quality improvement e
ffects are either beneficial or detrimental to improvement in quality-
related costs. Hypotheses are developed from the analysis of this spee
d of quality improvement model. The hypotheses are tested in an automo
tive parts manufacturing company with five similar plants. Results sho
w that with an increase in the speed of quality improvement, the rate
of growth in prevention and appraisal costs decrease and the rate of g
rowth in failure costs are unaffected. Rapid speed of quality improvem
ent does yield lesser decreases in failure costs than slower, steadier
improvement. However, rapid speed of quality improvement does not yie
ld the predicted lesser decrease in prevention and appraisal costs tha
n slower, steadier improvement. Rapid speed of quality improvement mig
ht or might not benefit the organization, perhaps an explanation for s
ome Total Quality Management (TQM) failures. A more deliberate, learni
ng organization is suggested from this research.