Defining Quality: A Contingency Perspective

  • Neil A. Morgan
  • Nigel F. Piercy
Conference paper
Part of the Developments in Marketing Science: Proceedings of the Academy of Marketing Science book series (DMSPAMS)


Whilst quality is an issue that has become dominant in the strategies and operation of many organizations, the response of marketing academics has been relatively muted. It is possible to view the definitional problems and issues surrounding the concept of quality as a significant barrier to further conceptualization and empirical study. In the organizational context this may be one cause of the inter-functional co-ordination problems and conflict that are often associated with the operation of quality management. In an attempt to address these issues a basic contingency model is presented and the implications for the role of marketing in the management of quality discussed.


Total Quality Management Harvard Business Review Marketing Communication Contingency Perspective Marketing Academic 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.


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Copyright information

© Academy of Marketing Science 2015

Authors and Affiliations

  • Neil A. Morgan
    • 1
  • Nigel F. Piercy
    • 1
  1. 1.University of WalesChestnut HillUSA

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