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Presents a study of eight organizations which employ a large number of professionals, examining how they have approached the introduction of total quality management (TQM). Among the main findings are that: TQM is not easily understood by professional people and it is often difficult to introduce due to the autonomous nature of professionals, some who view the concept as patronizing; for a TQM initiative to be successful it must be introduced and developed using a committed management who fully understand the concept and can apply it to the complex work patterns of professional staff; and identifies the basic elements required to develop a strategy for introducing TQM in professional services as customers, culture and structure. Points out that a TQM framework model which is specific to professional services is needed to help managers understand the various aspects of TQM, how they fit together, and the complexities of the concept.

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