Poses the question: what is a business strategy? Refers to an earlier article (TQM 3,3) describing a three‐stage evolution of TQM companies and highlights eight key strands that must be managed as progress through the three phases occurs, focusing on the central theme of “vision”. Suggests a process of quality policy deployment can help manage the various improvement processes adopted, initiated by clarifying the links between internal and external customer requirements. Emphasizes the need for adequate training in policy development, cross‐functional management and measurement techniques, concluding that simplicity is far preferable to slavish adherence to tools and techniques.
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