Abstract
After embarking on a policy of total quality management (TQM), the next target for corporations is the implementation of a natural environmental quality planning programme. Yet many corporations in the USA have not yet realised the potential of natural environmental quality planning and its impact on a company's product quality, competitive advantage and growth in market share. Unlike their US counterparts, Japanese companies have embraced this marketing theory and are gaining a competitive advantage over US firms. This article develops an environmentally friendly corporate model which justifies the shift to a holistic definition of quality—strategic total quality management (STQM).
Sign-in/Register to access full text options 
Free) 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a call
