Never-Ending Journey

Higgins, Kevin T.
March 1997
Marketing Management;Spring97, Vol. 6 Issue 1, p4
The article presents an interview with Custom Research Inc.'s (CRI) founders Judith S. Corson and Jeffrey L. Pope regarding the value of competition, particularly the Malcolm Baldrige National Quality Award, in relation to product quality development among the U.S. manufacturers, service companies, and small businesses. In the process of the interview, both interviewees have established that the CRI's adoption of a strategic plan based on high-performance work teams in order to deliver customer-focused, quality service to corporate clients proved to be successful. That exercise made clear the need to develop better methods of measuring internal process quality.


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