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Achieving Sustainable Performance Through TQM and Market Orientation: A Proposed Framework for Empirical Investigations - Page 15

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.

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