Revitalizing TQM efforts: a self‐reflective diagnosis based on the theory of constraints

Product quality is merely a necessary condition for a firm to stay in the market. Yet most managers have not accepted this perceived reality. Highlights a self‐reflective diagnosis used to uncover the real contribution of TQM in achieving the firm’s global goal. Also introduces the theory of constraints as a powerful tool to guide decision processes that could bring the firm closer to its goal.