search query: @freeterm PRODUKTPOLITIK, UNTERNEHMENSSTRATEGIE / total: 3
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| Author: | Hurley, R. F. Laitamäki, J. M. |
| Title: | Total quality research: integrating markets and the organization (neue Produkte) |
| Journal: | California Management Review
1995 : FALL, VOL. 38:1, p. 59-78 |
| Index terms: | |
| Freeterms: | MARKTFORSCHUNG, QUALITÄTSPOLITIK, PRODUKTPOLITIK, UNTERNEHMENSSTRATEGIE |
| Language: | eng |
| Abstract: | This article presents a systematic approach to transform the marketing research function into a Total Quality Research (TQR) system which can guide a company's Total Quality Management (TQM) effort. It describes how to design a TQR system that elicits the voice of the customer and business processes, and that organizes and deploys this information for use in strategic planning and resource allocation. It also presents case studies of companies that have applied parts of this system in their TQM efforts. The article concludes by offering imperatives for successfully implementing a TQR system. |
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