Title: Understanding the synergy between quality management and market orientation: a systematic literature review and identification of research avenues

Authors: Younès El Manzani

Addresses: LAREQUOI – Research Center for Management, Higher Institute of Management (ISM-IAE), Versailles Saint Quentin en Yvelines University, Paris Saclay University, 47, Boulevard Vauban, 78047 Guyancourt Cedex, France

Abstract: The purpose of the study consists of systematising the current situation of scientific research about the relationship between quality management (QM) and market orientation (MO). Through a systematic literature review, the results show that QM and MO are two synergistic rather than competitive approaches. On the one hand, QM contributes to MO by: 1) facilitating its implementation within the organisation; 2) making its internal processes efficient; 3) supporting its relational marketing process. On the other hand, MO contributes to QM by: 1) providing it with the relevant market information; 2) guiding the internal quality processes; 3) playing an important role in the formulation and implementation of competitive quality-based strategies. Also, the results point out that the synergy between QM and MO could support the firm to create and deliver superior value to the customer, achieve the goal of customer satisfaction, and improve business performance.

Keywords: quality management; ISO 9001; TQM; marketing; market orientation; complementarity; synergy; systematic literature review.

DOI: 10.1504/IJBEX.2024.141321

International Journal of Business Excellence, 2024 Vol.34 No.1, pp.52 - 84

Received: 15 Dec 2020
Accepted: 01 May 2021
Published online: 09 Sep 2024 *

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