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Since 1987, 17 businesses have won the US Baldrige Quality Award,established to promote awareness of quality management among US businesses. Assesses the financial and competitive performances of these 17 companies. Previous research with respect to the quality‐performance relationship has shown a positive relationship between quality improvement and financial or market share performance. Finds that while substantial improvements in operations performance characteristics among Baldrige Award winners have coincided with the implementation of quality improvement programmes, these improvements have not always resulted in financial success. Firms should therefore view quality improvement programmes as a method for building a strong competitive foundation, not as a panacea guaranteed to result in economic health.

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