Communicating for competitive advantage: A continuous improvement model

Abstract

This paper describes a continuous improvement model, developed by Edwards Deming and applied by the author. The model shows how organisations can align their performance with customers' expectations. The author focuses on some of the key areas of concern for the communicator when implementing a continuous improvement programme including internal and external performance; team participation; and performance enhancement.

Citation

Oakley, J. (1996), "Communicating for competitive advantage: A continuous improvement model", Journal of Communication Management, Vol. 1 No. 2, pp. 169-173. https://doi.org/10.1108/eb026042