 Between 1994-95, Zairi helped set up the European Best Practice Benchmarking Award, for which he was appointed as Chairman.Since 1996, Zairi had taken up the responsibility of managing The European Centre for Total Quality Management (ECTQM).ECTQM, an entirely externally funded centre based within Bradford University School of Management, was aimed at supporting industry and commerce through applied research and advisory work in the area of Best Practice Management.