Oakland (1989) argues that “TQM needs to gain ground rapidly and become a way of life in many organizations” (p. 15). However, Total Quality Management (TQM) cannot become a way of life in organizations immediately. Time is needed in order to integrate the appropriate quality principles and techniques into the culture of the organization (Goetsch & Davis, 1994). Time, however, is not the only resource that TQM requires. Human resources are equally important for TQM success. Therefore, it could be said that people’s awareness of quality is central to TQM’s purpose. For Crosby (1984), quality awareness is not just promoting quality within an organization, but it is also spreading information around. He also points out that quality awareness extends to the way in which managers act and talk about quality. Thus, quality awareness begins from management and spreads throughout the entire organization. Nevertheless, research evidence (Morgan & Murgatroyd, 1997) has shown that quality awareness is sometimes limited. Moreover, quality messages can be interpreted differently by managers working in different national business contexts. How can TQM become “a way of life” within an organization when managers are not really aware of it? Therefore, the purpose of this paper is to explore the extent to which managers in a specific national context are aware of the TQM approach