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Design Management Journal, Vol. 6, No. 1, Winter 1995


Shaping the New Corporate Voice: The Challenge of Heeding Customer Voice

By Nirmal Sethia, Assoc. Prof. Management & Hum. Resource, Cal Poly Pomona Coll of Bus. Administration

In developing a strong corporate voice, companies can start by probing the personalities and values within their own organizations. Executives should keep in mind, however, that this task also requires a keen awareness of customer priorities. Building on principles derived from Total Quality Management, Nirmal Sethia examines three important external/customer criteria that should influence the design of a corporate--functional needs, subjective preferences, and social imperatives.

Keywords: Consumer Perceptions, Communication Strategy, Corporate Identity, Total Quality Management, Corporate Identity/Voice

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This document was last updated January 7, 1997.

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