ABSTRACT
The economic success of Japan has drawn the attention of Western managers to Japanese management techniques and strategies (Treveor 1986). The fact that Japanese corporations used , “superior quality” to: capture; hold; and build market share has not escaped the attention of Western managers. Today, most chief executives, in the West, recognise that in all markets, “quality” is a basic
requirement for continuous existence, and in some markets, differential quality is an important source of competitive advantage.
