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Discusses the way in which the business excellence model is being presented to small companies. Compares success of the model as a basis for self‐assessment in large organizations against lack of interest from the small business sector. Suggests reasons such as poor marketing, inappropriate self‐assessment tools and the fact that small businesses do not always accept the model’s underlying principles. Makes reference to research being carried out defining the needs of small businesses, and some of the questions which are as yet unanswered. Concludes that the bodies concerned with promoting business excellence have not yet put much effort into the small business sector, but that some progress is being made.

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