World view—a system can be developed for enhancing Marketing
Quality Life (MQL) for target markets
Owner—executives of the exporting association
Environment—reluctance to new management systems. Managers
may not want to be told how to improve their business, although
it is necessary to do so for reaching the desired goal(s) of target
markets.When a conceptual model was developed for a Market Coordination
System, it was realized that an activity for learningwas a subsystem
that would have been the most likely to overlook when designing an or-
ganizational structure. A subsequent consulting assignment in Brazil was
completed for the Table Grape Exporting Board (Prussia, 1995). A re-
sult was the development of a prototype quality management program
for packinghouses that was patterned after ISO 9000 guidelines.
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