1. Assessing customer quality views and values is stressed in Takeuchi, H. and Quelch, J.A. "Quality is More than Making a Good Product'', Harvard Business Review, July-August, 1983, pp.139-145; Hill,T., Manufacturing Strategy: Text and Cases, Irwin, Homewood, IL,1989, addresses quality and strategy while the productivityquality connection issue is addressed by Adam, E.E. Jr, Hershauer, J.C. and Ruch, W.A., Productivity and Quality: Management as a Basis for Improvement (2nd edition), College of Business and Public Administration,University of Missouri, Columbia, MO, 1986.