The Gilded Facade Behind Emerging Award Culture

Sep 21 , 2024
By Girma Mamo

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A recent televised conversation Addis Walta TV had with Endalew Mekonnen, state minister for Trade & Regional Integration (MoTRI), should provoke public debate over the Ethiopian Quality Award (EQA) and its credibility. The State Minister touted the EQA as a "nationally recognised honour," pointing to the grandeur of its ceremonies and the involvement of the country's President as evidence of its prestige.

Yet, questions linger about the moral purpose of such awards and whether they genuinely reflect the achievements they claim to acknowledge.

Awards are traditionally bestowed upon individuals, companies, and institutions to recognise accomplishments based on predefined criteria. Recipients often leverage these honours to promote their image, motivate further success, or gain a competitive edge. However, some awards have recently been criticised for straying from their moral objectives, appearing more controversial than genuine acknowledgements of excellence.

Consider the case of former Prime Minister Meles Zenawi, who received the Yara Prize in 2012 for his contributions to agricultural development and food security in Africa. Despite this recognition, the late Prime Minister faced criticism over human rights abuses and political repression. These severe concerns overshadowed his achievements in agriculture, raising questions about the award's validity. Similarly, Prime Minister Abiy Ahmed (PhD) was honoured with the Food & Agriculture Organization's (FAO) Future Policy Award in 2020. Yet, his tenure also did not escape from being criticised. These have led to a contradictory perception on the merit of the accolades he received.

Domestic companies have also experienced this contradiction.

Ethiopian Airlines Group has garnered numerous awards from prestigious organisations like the Skytrax World Airline Awards and the International Air Transport Association (IATA). However, the Airline has faced complaints about safety and operational issues, particularly following accidents. Ethio telecom has been recognised by the Africa telecoms and Global Mobile awards but is criticised for monopolistic practices and stifling competition. Even coffee exporters, lauded by the Specialty Coffee Association of America, have faced scrutiny over environmental sustainability practices and labour issues.

These cases illustrate a troubling pattern in which accolades are granted, but subsequent realities reveal shortcomings.

Hence, why do recognitions fail to anticipate underlying issues?

Contrasts between the parameters used for recognition and those considered during reviews could be one. Another could be that award recipients may stage ad-hoc arrangements to impress judges, masking the underlying issues. Perhaps more concerning is the moral integrity of award providers themselves.

If an award is commoditised — subject to fees, opaque criteria, and undisclosed contest polls — can it genuinely serve its intended purpose?

Some award-granting institutions demand registration fees, lack transparent criteria for shortlisting, and keep their evaluation processes undisclosed. Such practices understandably breed scepticism.

During the interview with Addis Walta TV, the State Minister emphasised that the EQA is recognised by the federal government, contrasting it with international awards like the Malcolm Baldrige National Quality Award in the U.S. and Japan's Deming Prize, both established by their respective governments. However, there should be a noteworthy distinction between "recognised" and "established." Governments could initiate national quality awards in many developed and developing countries to promote excellence, values, economic development, and healthy competition.

How does government recognition manifest for the EQA? Is it merely through ceremonial patronage, such as the President's appearance, or is there substantive support and endorsement?

The importance of government-established quality awards cannot be overstated. The Malcolm Baldrige Award, for instance, was created to enhance the competitiveness of U.S. businesses. Japan's Deming Prize was instrumental in rebuilding the post-war economy by promoting quality control and management practices. These awards have unambiguous objectives and transparent criteria; government resources and oversight finance them.

Protecting the integrity of such initiatives is essential. When asked how to safeguard genuine awards from bogus counterparts, the State Minister suggested leaving the precautions to competing companies. However, companies might prioritise the promotional benefits of any award, regardless of its legitimacy. Relying on them to uphold the integrity of quality awards may be futile.

Legal frameworks could offer solutions. Governments can act against entities that advertise deceptive claims or confer misleading awards. National quality award organisations could pursue legal action for unfair competition. Consumer protection agencies can intervene when awards mislead the public. The authorities could also promote consumer education and actively monitor the marketplace to pre-empt potential infringements.

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PUBLISHED ON Sep 21,2024 [ VOL 25 , NO 1273]

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