Conclusion
This article has constructed the research model from the conceptual framework
integrating the elements of quality and market orientation. The resultant causal
model, which can be empirically tested in the research fieldwork, is called market-based
quality orientation approach to managing business. The MBQ model is the extended
TQM model with integration of market orientation elements thus making it the
integrated approach to business strategy. It is a business philosophy based on
quality management principles that is guided by market factors thus seeks to
deliver sustainable competitive advantage hence sustained performance. The model
amalgamates both orientations and has a powerful link to improved performance.
