An examination of US telecommunications system and service provider AT&T′s moves to face the challenges brought about by deregulation in 1984 and the advent of competition from other US operators. Explains how the old ways of working brought problems, leading to crisis management in the wake of the changes and the adoption of quality processes. Examines the results of a 1986 study by AT&T quality managers on the uniquely American Quality Archetype and the need for a nurturing environment where failure is understood as part of achieving a goal, culminating in a model based on the archetype. Explores AT&T′s quality library series of books and courses to educate employees throughout the organisation. Concludes with an assessment of what still needs to be done within AT&T to become a world class organisation by 1994 and defining those remaining challenges.
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