Shaping the New Corporate Voice: The Challenge of Heeding Customer VoiceBy 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.
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This document was last updated January 7, 1997.
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