Environment-quality management coalignment across industrial contexts: An empirical investigation of performance implications

Quality management (QM) affects many variables related to marketing. Persuaded by the numerous benefits and competitive potential of QM, many firms have decided to implement QM programs. The study examines how the fit between industrial environment characteristics and QM practices impacts financial, operational and employee performance. To test our hypotheses, we surveyed a sample of 273 managers. The findings suggest that the results of implementing QM practices depend on the degree on internationalization of the industrial environment, as well as on the existing level of competence. Findings offer implications for marketing theory and practice as well as for strategic management and QM.