Total Quality Transport Available to Purchase

Describes the development of the teaching company link between Heriot‐Watt University and a “traditional” transport company. Discusses how an early project in the programme identified the industrial partner′s need to develop a strategic marketing approach which focused on TQM. Describes how this was introduced into an unpromising environment, but ultimately revolutionised company culture. Assesses the value of using the teaching company as a “vehicle” for applying TQM, from the standpoints of both partners. Concludes that the success of a key project and with it the programme, is critically dependent on people, relationships and commitment.