Real quality: Does the future of TQM depend on internal marketing?

This paper seeks to contribute to the debate about the current status and future directions for Total Quality Management (TQM) and Business Excellence. The review of literature examines the foundations of TQM and Business Excellence, the critical issues involved in implementation, and the evidence of impact on performance. The primary research seeks to investigate these issues further by studying TQM implementations in companies over a number of years. Primary research includes a longitudinal case study analysis of 20 organisations (1996-2004), a discourse analysis based on interviews with staff engaged on TQM implementation, and a questionnaire survey. The results identify that there are significant issues with the way TQM is being implemented, and that these may be contributing to negative feelings and a reduced level of interest. Our conclusions suggest that in many cases TQM has lost its way. We discuss the reasons for this and propose that a root and branch review is necessary to re-vitalise interest. This we believe will require a significant re-positioning of TQM, a different approach to implementation, and a return of focus to its core values.