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Background

Most organizations want to realize a level of quality that satisfies or exceeds customer expectations. This aim is made more difficult because competitive pressures demand improving quality without sacrificing timely delivery or incurring extra cost. When employee apathy compounds the mission of satisfying customers, the ability to manage differences is challenged.

As you review this brief case, reflect on what you might have done if you were the marketing executive who first learned about widespread customer discontent.


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