Examining top management commitment to TQM diffusion using institutional and upper echelon theories

Total Quality Management (TQM) is an enduring approach for enhancing firm competitiveness. Still, there is dearth of research regarding organisational diffusion (post-adoption) of TQM. To address this gap, this research proposes a theoretical model rooted in institutional and upper echelon theories that explain TQM diffusion via top management commitment. We surveyed 300 senior quality managers representing 300 auto-components manufacturers in India to collect data to test the proposed model using variance based structural equation modelling (PLS-SEM). The findings suggest that institutional pressures significantly influence top management commitment to TQM. Subsequently, top management commitment influences organisational diffusion of TQM via acceptance, routinisation and assimilation. Managers can use the findings of this research to better understand how to assimilate TQM so that anticipated benefits can be fully realised.