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The new quality is defined by the customer, and must be part of a company’s culture. It must start with the chief executive officer (CEO) and be part of a top management team’s performance practices. This paper states the quality management system, defined in ISO 9000, in the operational style of executive management. It presents a management system for ensuring quality products and services. This paper outlines eight principles, which embody the spirit of ISO 9000 in operational terms for CEOs and their staff.

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