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Internal Marketing by Mohammed Rafiq, Pervaiz K. Ahmed

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Case Study 7

Eastman ChemicalCompany: implementingTQM through internalmarket focus

Eastman Chemical Company, a chemical giant, has over 450 product markets and employs over 17 000 people. Its operations cover the globe. Eastman has been a leader and pioneer in its field, and has won many accolades, such as the Malcolm Baldridge Quality Award. Eastman was, until 1 January 1994, a wholly owned subsidiary of the Eastman Kodak Company.

Eastman's success, however, has not always been guaranteed, but has required a lot of effort and hard work. Back in the 1970s, the company was floundering. According to Robert C. Joines, a former vice president of quality, the wake-up call arrived one day when a key customer of Eastman (which was then a division ...

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