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Posits that the role that quality plays in the higher education sector is becoming more important as the dominance of market‐orientation leaves no alternative for universities and colleges but to improve their quality while increasing efficiency. Philosophies like total quality management (TQM), which have been successfully adopted in commercial organizations, are generally seen as the way forward. Includes a review of the published literature on theories and applications of TQM in higher education. The case studies were analysed using ten features found to be critical to a total quality philosophy. Conclusions were drawn regarding similarities and differences between higher education and other environments as well as between US and UK approaches.

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