Answers the question “When can we stop placing special emphasis on quality?” by stating that organizations can never relax, that continuous improvement does not just “happen”, it needs constant attention and initiatives in order to keep moving. States that a change in culture, making TQM part of an organization′s natural ethos, is the only way to make it part of the day‐to‐day routine. Demonstrates how corporate values can be used as a means of legitimising and explaining organizational change.
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