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Discusses how the single european market presents enormous opportunities and challenges. Asserts that survival will more than ever be determined by customer‐driven quality strategies. Asserts it is this customer orientation, extended to the concept of the supplier‐customer relationship, that is fundamental to continuing improvement in all work processes and is the basis of business process management. Describes process characteristics necessary for applying process controls. Discusses the importance of value analysis for continuous improvement. Concludes that in the intensified single market reshaping corporate priorities to incorporate TQM will be a key determinant for prosperity and business success for 1992 and beyond.

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