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The Evolution to Market‐Driven Quality

Robert J. Bruno (Director of marketing resource development at GTE Corporation, Norwalk CT)

Journal of Business Strategy

ISSN: 0275-6668

Article publication date: 1 May 1992

Abstract

American businesses, like American politicians, often seek the quick fix that is best communicated by the short slogan. Quality is widely viewed as the American fix‐it‐all, with the result that the word appears with great frequency in slogans, advertisements, and business visions.

Citation

Bruno, R.J. (1992), "The Evolution to Market‐Driven Quality", Journal of Business Strategy, Vol. 13 No. 5, pp. 15-20. https://doi.org/10.1108/eb039512

Publisher

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MCB UP Ltd

Copyright © 1992, MCB UP Limited