Abstract
Examines quality strategies within the manufacturing strategy. Discusses how the difference and the relationship between order winning criteria and order qualifying criteria is crucial to the understanding of the role of quality in the manufacturing strategy. Asserts that a manufacturing strategy must fully support the market strategy. Emphasizes the need to sustain and improve quality. Concludes that as more companies achieve total quality, this moves them to strategies where quality is a qualifying criterion rather than an order winner. Asserts a strategy of using quality as a qualifying criterion can only be pursued when high levels of quality have been achieved. Contends the necessity to come to terms with this in order to meet the competitive challenges of the 1990s.
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