Explains how companies such as Milliken, have turned their minds to quality. Discusses how the inability to change basic assumptions guiding a company, helps explain why so many quality initiatives fail. Asserts the mindset challenge is to shift the focus of change from the manipulation of systems and structures to seeing the world from the customer′s perspective, and implementing programmes to meet these new requirements. Describes one organization that is meeting the challenge and how the company has changed. Concludes that everyone working for the company understands that their success in business depends on totally satisfying the customers.
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Foster et al. (1990) studied this question.
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