Introduction Strategy theories can be applied uncritically to the management of quality. Opposing strategy paradigms are used as the basis of ideologically polar views with little consideration of any alternative points of view (see for example: Firat, 1985; Shrivastava, 1986; Venkatesh, 1985). Using an ideological approach to strategy that may not be appropriate for the environmental conditions in which a company operates can lead to company failure (e.g. Barr, Stimpert, & Huff, 1992). The historical reasons for …showed first 75 words of 9597 total…

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