INTRODUCTION

All organisations supply goods or provide services – it is simply the nature of the world; an elegant demonstration of quid pro quo, as it were. Of course, many go about their business assuming that as long as they continue to be able to do so, they will continue to do business.

This model relies on the organisation always being able to provide goods and services to at least the minimum standard that the market is willing to accept. For some industries, this minimum standard is extremely high – luxury goods, for instance, or industries in which high standards are essential, such as precision instruments. Even for organisations operating in markets with very low minimum standards, it’s obvious that there’s a point below which the ...

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