The role of total quality management in achieving competitive advantage

Abstract

This research seeks to clarify the role played by total quality management, represented by its variables (commitment of senior management and employees to the philosophy of total quality management, strategic planning for quality, focus on the customer, continuous improvement, employee participation in decision-making, training, qualification and encouragement of employees), in achieving competitive advantage. Especially since the new millennium is characterized by competition in the areas (time, quality of design, quality of conformity, cost, flexibility, differentiation, price, competition over product assortment, and after-sales services) through the descriptive desktop approach, which is based on theoretical studies. The researchers presented a set of theoretical conclusions and recommendations, the most important of which were: that total quality management has an important role in achieving competitive advantage, and that there is an interrelated relationship between total quality management and competitive advantage. As for the recommendations, the researchers recommended a set of appropriate recommendations, such as emphasizing the importance of applying the philosophy of total quality management in companies as an effective input and source for achieving competitive advantage, and the necessity of adopting total quality management as a modern management method instead of the traditional method of management in order to achieve the goals.