Describes the implementation, over a two‐year period, of total quality management (TQM) in a design and manufacturing organization managed by traditional methods. Demonstrates the importance of ensuring that the statements made and signals given by a quality improvement team must be correctly understood by the workforce. Warns against allowing pressing business needs to divert the organization away from its quality improvement priority. Stresses that TQM will work only if top management demonstrates its commitment by actions and not just by words.
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