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It is important factor having Top-Down approach in the beginning of CI (Continious Improvement) process. Most of developed companies which spent years for Lean/CI process need down to top stream approach. This is an important note for you. (See Hoshin Kanri)
However, as I understood the question is for the beginning phase of a CI process, or I supposed so...
Top management/Shareholders wants something for their companies. Sometimes they do not say or write everything, people in the organization feel that. For example a Deputy General Manager WHO is stupidly against of CI may easily effect his/her team. The team members without thinking may keep his/her.
This is why Top-Down approach is important for a successful delivery of a CI initiative.
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