Strategy paradigms for the management of quality: dealing with complexity

Ian Combe, Günther Botschen

Research output: Contribution to journalArticlepeer-review


Quality management is dominated by rational paradigms for the measurement and management of quality, but these paradigms start to “break down”, when faced with the inherent complexity of managing quality in intensely competitive changing environments. In this article, the various theoretical strategy paradigms employed to manage quality are reviewed and the advantages and limitations of these paradigms are highlighted. A major implication of this review is that when faced with complexity, an ideological stance to any single strategy paradigm for the management of quality is ineffective. A case study is used to demonstrate the need for an integrative multi-paradigm approach to the management of quality as complexity increases.
Original languageEnglish
Pages (from-to)500-523
Number of pages24
JournalEuropean Journal of Marketing
Issue number5-6
Publication statusPublished - 2004

Bibliographical note

© Emerald Group Publishing Limited 2004
Published by Emerald Group Publishing Limited


  • quality management
  • quality management techniques
  • complexity theory
  • ideologies


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