The Customer-Quality Link Through a Quantum Quality Approach: The “Indcoserve” Study

Abstract

The Indian tea industry is the largest producer of tea in the world and, till recently, also the largest exporter. The political and social conditions in the world have, however, changed while the Indian tea industry has made no change in its product or its marketing strategy. This article on the Nilgiris small gardens cooperative “Indcoserve” deals with the need for a coordinated approach, involving organizational development, product, quality and marketing strategy.