Under a total quality management approach entities that seek only to match the quality of their competitors should reposition themselves as high-quality producers to maximise their profitability.

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Total Quality Management (TQM) focuses on long-term success through customer satisfaction and involves all members of an organization in improving processes, products, services, and the culture in which they work. It does not necessarily advocate for positioning as high-quality producers but emphasizes meeting or exceeding customer expectations, which can vary across different markets and segments. Profitability under TQM is maximized through efficiency, flexibility, and customer satisfaction rather than solely repositioning as high-quality producers.

Under a Total Quality Management Approach Entities That Seek Only