This paper challenges a concurrent perception that total quality is a management fad and being replaced by business excellence, and suggests that quality is and will be a coherent part of, and a fundamental way to business excellence. This paper further proposes that quality management will move to a higher platform: creative quality, which will be the only sustaining competitive advantage in the future hyper‐dynamic business world. By elaborating the characteristics and reflexes in connection to the attainment of creative quality, this paper presents a new agenda for business excellence.
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