The challenges for present day organization remain in integrating quality and innovation performance. This can be possible only through company's approach to quality management especially the Total Quality Management (TQM). The three basic principles of TQM are discussed and then the various approaches and areas of TQM which includes use of hard versus soft tools and techniques, scope of implementation and internal versus external focus have been presented. The goal of the research work has been to identify specifically how companies might adapt their quality management practices to achieve innovation performance in addition to quality performance. This has been done using a two-phase research project- Phase 1 identified firms in two broad categories Firms that are effectively achieving quality but not innovation outputs, and Firms that are effectively achieving both quality and innovation outputs.
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