Mapping the TQM implementation approaches and their impact on realizing leadership in Indian tyre manufacturing industry

Purpose: This paper attempts to investigate the approaches used for implementing total quality management (TQM) practices and study its impact on ABC India Limited (Name changed), a tyre manufacturing industry for realizing leadership in the Indian market. The other objectives are to explore the key issues faced by the company before TQM and study the benefits achieved after TQM implementation. Design/methodology/approach: A conceptual case study research methodology has been utilized in this paper. The industry was facing some major business challenges such as low productivity, financial issues and low market presence since 1996. To overcome these issues, the top management of the industry adopted TQM as a business improvement tool and started its implementation in 2008. Findings: A good number of improvement initiatives under four TQM approaches such as management approach, development approach, improvement approach and involvement approach were performed systematically and strategically. As a result of the successful implementation of TQM initiatives, the industry received the most prestigious quality award namely Deming Prize in 2017. Research limitations/implications: With the implementation of the TQM philosophy in the industry, it gained the top market position, the customer satisfaction score increased from 75 to 81, market presence increased from 7.2% to 26.3% and the percentage participation of employees increased by 73.5% within a period from 2009 to 2016. Originality/value: The novelty of this research is to consider a case-based approach that will be helpful in promoting the utilization of the TQM philosophy in other industries for gaining competitive advantages.