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Without a formulated quality management policy and a direct lead from the chief executive, companies are unlikely to be able to effectively co‐ordinate quality‐related decision making; consequently, the approach to quality tends to be inspection orientated. Results of a study on how quality‐related decisions are made in six companies also suggests that the involvement of quality staff in design, purchasing and market feedback is vital, ensuring that quality‐related decision making is effective and consistent with policy.

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