TQM may have in an organization is similar to Spencer is (1994) approach followed by Prajogo and Sohal (2004). The authors examined TQM within a mechanistic model (emphasizing quality by conformance) as well as within an organic model (supporting innovation). The authors argued that organizations implementing TQM may not strictly hold to any specific one of these configurations. The same argument holds for our approach. One may expect different TQM roles for the choice and deployment of different competitive strategies and for the pursuit of different organizational performance objective.