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Once the Volkswagen Group overtook it in 1994, strategies have been implemented to put quality back into the product and to put the customer first. However before understanding the concept of "total quality management" (TQM) one must define quality. Quality is said to be "the ability to satisfy, or even exceed, the needs and expectations of the customer" (Mullins 1998). This quote is far more contemporary than some of the older definitions of quality below as there is the broader understanding that quality should exceed the expectations of the customer and also indicates quality is intangible and the level of quality often changes...
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