TQM gurus and consultants market it as the best change initiative that provides organizations with a competitive advantage. They also say that it is a cure for all problems that companies face. This dissertation provides intellectual and factual data showing that this is not always the case. There are areas where TQM provides a needed change initiative along with others. In addition, once most companies treat improving their processes as a priority, TQM ceases to give a competitive advantage since it becomes a basic entry point into the competition. The dissertation gives examples showing that contrary to what the consultants propagate: 1. It is not a panacea for all problems in organizations and that it fits all types of organizations, 2. It is not the only way to give organizations a competitive advantage, and 3. TQM's fit for the services sector is discussed with emphasis on customer satisfaction. Also covered are some limitations of TQM including empowerment, times of paradigm...

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