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Product Innovation |
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Dean and Evans remind us of a well known principle of product innovation - that customers will express less enthusiasm about a product (or service) that is different from those they have used before. This explains why customers typically only suggest incremental improvements for what they are already using. Not that incremental improvements are unworthy of our effort, (indeed, some observers criticize Western leadership for their pathological pursuit of the "home run"). Therefore, when innovation is our goal, we must rely more on our own insight and creativity, than on the advice of our customers (or even the so-called "experts").
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Dean, James W., Evans, James R. Total Quality: Management, Organization and Strategy. West Publishing Company. Minneapolis/St. Paul. 1994.
This incredibly detailed yet easily digestible text provides readers with a workable understanding of the Total Quality movement. Everything from the nuts and bolts to the grander scheme of a TQ effort are discussed in easy to understand terms. Dean and Evans use numerous diagrams, tables and case studies to clarify messages and deliver understanding.
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This is an excellent text for companies to use to conceptualize and launch their own comprehensive, systematic and scientific Total Quality Effort (not to be confused with the documentation-intensive efforts called for by ISO 9000 certification). This book is a how-to guide for real quality innovation.
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