“…TQM represents an overarching corporate focus toward meeting customer expectations and reducing costs resulting from poor quality by integrating quality management systems and processes with corporate culture (Berry, 1991;Handfield et al 1999;Yusof and Aspinwall, 2000). Although there are numerous TQM success stories (Mohanty and Lakhe, 1998;Taylor and Wright, 2003;Jayaram et al 2010;Zatzick et al 2012;Hietschold et al 2014;Ng et al 2014; Valmohammadi and Roshanzamir, 2015;Donauer et al 2015), there are some sceptics who continuously question the role and impact of TQM (Corredor and Goni, 2011;García -Bernal and García-Casarejos, 2016). Indeed, failures of TQM implementation have been widely reported (see, Powell, 1995;Beer, 2003;Jun et al 2004), and are largely attributed to inconsistent operationalization of TQM across different contexts (see, Spencer, 1994;Sousa and Voss, 2002;Bou-Llusar et al 2009), non-participative assumptions (Korunka et al 2003;Ng et al 2015), and a failure to consider soft dimensions of TQM use and diffusion (Calvo-Mora et al 2013Dubey and Gunasekaran, 2015;Zeng et al 2015).…”