Proposes that while many companies claim a commitment to quality, few can withstand serious examinination and suggests the solution is to assure quality by third‐party endorsement of an initial and continuous commitment to quality in every detail. Argues that certification of quality systems is a crucial building block that is needed before quality can be seen to be a meaningful competitive advantage. Concludes that in the Single European Market, quality system certification will become more important than ever and examines the steps towards a common European set of benchmarks.
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