Quality management is an established, widespread and well-researched management concept. Yet, surprisingly little research can be found on understanding the potential for action that is required in order to perform quality management work. The field of quality management has a strong emphasis not only on a customer and supplier focus (external), but also on a process focus (internal). This creates a constant challenge in the way in which quality management is conceived and realised. Another challenge is reflected in current research that describes the need for conceptual change in quality management due to extensive ongoing changes in society and the business environment. The nature and pace of technological development, coupled with changes in social behaviour, continuously bring out new customer needs and new ways for customers to interact with the producers of goods and services. This requires adaptive and innovative approaches for organisations, in order to stay competitive and relevant. x I have been very fortunate to be a part of a fantastic team of colleagues, headed by Professor Mats Abrahamsson, in the Division of Logistics and Quality Management at Linköping University and the Department of Industrial Engineering and Management. The professionalism and positive spirit you all display every single day is truly awe-inspiring, and that's not even mentioning all the fun and laughs that come with such a warm, inviting and creative work environment. In particular, I would like to mention Maria H-B, Fredrik and Elisabeth for being such well-spirited companions, never far from the zone of joy and laughter. However, I must make it clear, once and for all, that Elisabeth will never, ever, be as 'supergeil' as I am. A special thanks goes to Kristina for all your kind help and supreme service. Also, the group of fellow doctoral students during my time, both in the division and from far away have all, in different ways, inspired and helped me along my journey. I therefore owe my sincere thanks to