TQM's contribution to marketing implementation and firm's competitiveness

Total Quality Management (TQM) is a management philosophy that is widespread among many organisations all over the world. Accordingly, the practical implications of TQM on an increasing range of firms' operations are receiving growing attention from both practitioners and researchers. This paper presents an empirical study that examines the impact of TQM implementation on the firms' market orientation and the joint effect of these variables on the development of marketing capabilities. The research also addresses the analysis of the TQM effect on firms' market-related performance relative to their main competitors. The final purpose is twofold: (1) to obtain an in-depth understanding of the TQM role in the effective implementation of marketing, given the recent concerns regarding the decreasing preponderance of marketing in the organisations, and (2) to reinforce the TQM contribution to companies' competitiveness. TQM implementation is measured following the EFQM Excellence Model, as it represents an unquestionable benchmark for European firms. The study applies structural equation modelling to test the empirical model built on an extensive literature review. The findings indicate that TQM positively influences firms' performance as well as marketing development within the organisation in terms of cultural market orientation and marketing capabilities. TQM can thus be advocated as a recommendable management system from the marketing perspective that, in addition, effectively supports firms' competitiveness.