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The purpose of this article is to analyze the present level of the adoption of TQM in firms, and to outline an evaluation of its evolving path.

A qualitative method was chosen to analyze the “state‐of‐the‐art” of TQM. A total of 21 firms were investigated, using the case study method, in detailed multiple case studies.

In most of the investigated firms, TQM was characterized by stronger and stronger cultural and behavioural features. The co‐ordinated and systematic development of TQM basic factors helps the priming and feeding of innovative processes favouring the course towards business excellence.

The research is based on a sample of firms and it is necessary to amplify the research process including other enterprises and to outline some forms of categories (with cultural and behavioural aspects).

If TQM …