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A continuous reorientation towards quality by US firms should be facilitated by the infusion of business and engineering school graduates having a solid conceptual foundation of quality and quality management. Examines a sample of the textbooks used in the standard under‐graduate course in production and operations management to assess the coverage and orientation provided towards quality and quality management. While the traditional quality model is still dominant, expanded coverage providing a more balanced view of the operational and strategic faces of quality is seen.

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