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MOHAMED HAFFAR

ID: 0731906

Title:

Understanding the Influence of the National and Organizational culture

on the Adoption of Total Quality Management in Syrian Public

Manufacturing Organisations

BBS Doctoral Symposium 23rd & 24th March 2009

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Title:

Understanding the Influence of the National and Organizational culture

on the Adoption of Total Quality Management in Syrian Public

Manufacturing Organisations

BBS Doctoral Symposium 23rd & 24th March 2009

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Abstract

Literature review has shown that there is an increasing recognition of the influence of

national and organisational culture on the success or failure of TQM adoption.

An overview of the literature addressing the influence of national and organizational

culture on total quality management adoption success in developing countries, and

particularly Arab countries reveals that there has been lack of extensive empirical

research on this area specifically in Syria. The majority of studies examining the above

mentioned relationship have been conducted in developed countries.

The aim of this study is examine the influence of national and organizational culture on

TQM adoption success in Syrian public manufacturing organizations.

This study contributes to the TQM adoption theory along with national and

organizational culture theory. It is also one of the few empirical studies to test the

relationship between these variables in developing countries and Arab world, and is the

first leading study in Syria that concentrates on TQM transformation considering the

influence of local national and organizational culture. The out come of this study could

produce an approach in the application of TQM that is compatible to cultural settings in

this country and develop a new thinking about the adoption of TQM in different cultural

contexts.

The purpose of this paper is to introduce a specific research question based on the

literature review, and to present the proposed future research strategies direction which

will help to answer the research questions and to achieve the research aim and objectives.

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1. Introduction:

In today’s economy, a great number of governments and companies in different countries

around the world have adopted and implemented TQM principles and practices (Juran,

1992; Lakhe, & Mohanty, 1994; Youssef and Zairi 1995). This is because they have

recognised TQM as a means for achieving competitive advantage in today’s global

markets (Dean and Bowen, 1994).

In evaluation the literature addressing TQM, the majority of studies examining its

practices and implementation, barriers, and relationship with culture have conducted in

developed countries, few empirical studies have been conducted on TQM and

systematically confirmed its relationship with national and organisational culture in

developing and Arab countries (AL- Kalifa and Aspinwal 2000). In the proposed

research, the researcher is looking at the influence of national and organizational culture

on TQM adoption in Syria which is one of the Arab and developing countries.

This paper will begin with a brief literature review on the research variables; TQM,

national and organizational culture and the relationship between them. It will then briefly

discuss the characteristics and problems of the Syrian economy and industry, followed by

presenting the research question, aim and objectives. Then, the proposed research

methodology and design which will be adopted to test empirically the influence of

national and organisational culture on TQM adoption will be presented.

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2. Literature review:

The area or field of this study consists of an integration of two streams of research,

namely national and organisational culture one the one side and TQM on the other side.

Narrowing it down, the author aims to analyse and examine the influence of national and

organisational culture (independent variables) on the adoption and implementation of

TQM (dependent variables).

2.1 TQM benefits:

Many researchers such as (Youssef & Zairi, 1995) argue that successful TQM

implementation leads to positive influence on both microeconomics at individual firm’s

level and macroeconomics at national’s level. The results of many recent empirical

studies (e.g. Samson & Terziovski, 1999; Easton & Jarrell, 1998; Lemak et al., 1997)

provide evidence of positive, direct and indirect, influence of successful TQM

implementation on the overall business performance of the organisation.

In addition, many authors as well as former and current politicians such as (Tony Blair,

Bill Clinton, Charles F. Wald; Dr Mohamed El-Baradei) considers that main reason of

the terrorism is poverty (e.g. Pech & Slade, 2006; Loza, 2006; Manokha, 2008; Ford,

2001; Comfort, 2003; Byrd, 2006; Kamal, 2008). Therefore, the researcher considers that

TQM implementation could help to preventing and combating Terrorism by eradicating

poverty.

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2.2 The relationship between national and organizational culture and TQM

adoption:

Many researchers consider that culture acts as a main driver (Kujala and Lillrank, 2004;

Kekale and Kekale, 1995; Al-Khalifa and Aspinwall, 2001) and barrier (Mellahi &

Eyuboglu, 2001) for successful TQM adoption and implementation. Therefore, it is very

important to study and consider the cultural issues. However, the issue of culture is so

complicated, complex and varied. Therefore, the researcher decides to study it at

adequate depth to clarify its impact and relation with TQM.

After an extensive review for the literature, the researcher concludes that national and

organisational culture has positive and negative influences on the implementation of

TQM (e.g. Tata & Prasad, 1998; Jung et al., 2008; Al-Khalifa and Aspinwall, 2001).

Within the both national and organizational culture literature, studies have identified the

dimensions of national culture and characteristics of organizational culture that influence

the adoption and implementation of TQM (e.g. Tata & Prasad, 1998; Jung et al., 2008;

Al-Khalifa and Aspinwall, 2001). Literature review has shown that the characteristics of

group and adhocracy culture, (Dellana and Hauser, 1999; Chang and Wiebe, 1996; Al-

khalifa and Aspinwall, 2000; 2001) and the attributes, values of culture in low power

distance and uncertainty avoidance countries (e.g. Tata & Prasad, 1998) are the most

supporters and facilitators for TQM implementation. Thus, they must be the dominant in

any country and organisation to achieve successful TQM implementation.

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In evaluation the literature addressing TQM, the majority of studies examining its

practices and implementation, barriers, and relationship with culture have been conducted

in developed countries, however, few empirical studies have systematically confirmed its

relationship with national and organisational culture in developing and Arab countries

(AL-Kalifa, Aspinwall, 2000) particularly Syria.

2.3 The influence of Arab and Islamic culture on TQM adoption

There is not any universal approach to TQM implementation because different countries

have different cultures, environments and history, which lead to differences in their

organizational cultures (Jung et al., 2008). As a result, successful TQM implementation

in any country requires an approach which is and culturally feasible; suit the socio-

cultural system in their countries (Kekale & Kekale, 1995) in order to decrease the

resistance to the minimum degree (Kekale & Kekale, 1995; Al- Khalifa & Aspinwall,

2001).

In addition, many authors such as (Corbin, 2007; Moubayed; 2005; Haffar 2007) have

noticed that the tension, growing gap and conflict between the west and the Islamic world

which has recently increased as a result of series of events lead to increase the Re-

islamisation; religiousness and reverting to Islam in many Arabic and Islamic countries

This in turn pushes people to change and give up the western lifestyle in all different

aspects of life (e.g. consumption (boycotting US and Danish products), business field…)

(Corbin, 2007; Moubayed, 2005; Haffar, 2007). Therefore, the researcher considers that

most probably the majority of people would tend to boycott and resist any western;

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foreign theory approach such as TQM. In the proposed study, the researcher aims to

develop framework to implement TQM suitable for Syrian culture and therefore decrease

and overcome the resistance of accepting this approach which perceived to be coming

from the west.

Therefore, the researcher has reviewed the factors that influence and shape Arab; Syrian

culture at adequate depth to clarify its impact and relation with TQM. These factors are

Islamic religion which is considered the most influential factor that shape Arab and

Syrian national culture (Tayeb, 1997), as well as other forces that have contributed and

affected the development of the Arabic cultural traits and the Arab behavior and practices

at the present time, such as the influence of tribalism and ‘value’ system of the nomadic

Bedouins of the Arabian Peninsula which has continued from the pre Islam period and

still persists till today (Baali, 2004), the influences of Ottoman Empire and European

Powers occupation on Arab culture, norms and values (Abbas, 2005).

The researcher has reviewed the interpretation of some Islamic texts and reviewed the

literature that discusses the relationship between Islam and modernization (Fuller, 2000;

Abbas, 2005), and compared between Islamic teachings and TQM principles. In addition,

the researcher has talked; discussed with some Islamic scholars to get deeper

understanding about the interpretations of some complex and not obvious texts related to

business and quality of work in Islam. As a result, the researcher supports the opinion of

many authors and politicians such as the former Prime Minister of Malysia; Mahathir

Mohammed, who consider that Islam is not anti modernization. In addition, the

researcher confirms and agrees with the conclusion of Al-Zamaney et al (2002) which

indicated that there is no contradiction between the quality practices proposed by TQM

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and the Islamic teaching. Moreover, the researcher considers that TQM practices and

principles are not only similar to Islamic teaching but also as a part of Islamic teaching.

This is because, the characteristics of group and adhocracy culture, and the attributes,

values of culture in low power distance and uncertainty avoidance countries, which are

considered as the most supporters and facilitators for TQM implementation, are

mentioned and emphasised in the main sources of Islamic teaching; (Q’uran and Sunnah).

Therefore, the poor record of modernization and low level of quality management

practices in most of the Arab countries is not due to Islam religion but as a result of many

other factors that make Muslims in modern Arabic states to be far away from Islam

teaching. Theses factors are secularism (Abdel- Salam, 2007), and a mixture of

fanaticism, capitalism, and feudalism (Chapra, 1992), which are the result of many

historical events, Ottman Empire and then European occupation for the Arab countries

(Hunter& Malik, 2005), as well as the pre Islamic values of nomadic tribes (Baali, 2004).

As a result, the researcher proposes that the translation of TQM practices into Islamic

framework is the most important element in the proposed framework which will be

introduced in the end of this study.

3. Research context:

The Syrian non-extractive industry contributes to only 15% of the GDP (Gross Domestic

Product). In 2007, 86% of all Syria's exports to the EU consisted of crude oil and

petroleum products (SEBC, 2008). However, Dr Nabil Sukkar, an economist who heads

the Syrian Consulting Bureau says “our oil reserves are falling” (Fifield, 2008).

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Therefore, since oil as a natural resource might be depleted, the dependence on oil export

does not help to achieve sustainable development and is a major threat to Syrian economy

and national security in the future. Therefore, Syrian government must concentrate on

non-oil products to supplement the national income through diversified sources.

However, there are considerable defects in the productive sector in Syria (Naser et al.,

2006). In addition, there is a low degree of conformity between the specifications of the

majority of Syrian products and international standards and specifications (National

Indicative Programme, 2006). Therefore, most of the Syrian products are stuck within

national boundaries and are not able to pass to the international market and the trade

balance of industrial products is also decreasing losing (Naser et al., 2006; SEBC, 2008).

In addition, Syria witnessed integration into the world economy as evidenced by the Free

Trade Area with the Arab States (Tyara et al., 2004), and also evidence of further

integration with global economy would be the protocols that would make Syria an

associate with EU and a member of WTO respectively, which is at the last stages

presently (National Indicative Programme, 2006). These agreements breaks the

traditional barriers and provides Syrian domestic industries with an opportunity to enter

new international markets in the same way as it provides other countries access to Syrian

domestic markets. Therefore, the Syrian Government will not be in a position to maintain

protectionist policies (import restrictions, tariffs and different types of subsidies) for local

industries (Tyara et al., 2004), Syrian industries and products therefore face the challenge

of sharp international competition (National Indicative Programme, 2006).

In the last decade, the Syrian government has realized the importance of TQM. The

deputy prime minister for Economic affairs in Syrian government Mr. Abdullah Dardari

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mentioned that: Syrian government has begun to realize the significance of quality as a

strategic choice because it leads to enhance the competitiveness of Syrian products in the

international markets and in turn on the competitiveness the Syrian economy (Faraj,

2007; Syria steps, 2007). Therefore, Syrian government encourages all organizations in

public and private sector to get different ISO certificates and to adopt total quality

management (Syrian Scientific Society for Quality, 2008). Therefore, nowadays many

Syrian organizations have adopted different international standards and asses the level of

assurance in their quality systems according to the ISO standards (Draj, 2007). In

addition, some of them are about to adopt TQM. However, in the diploma award stage in

Syria, the researcher has conducted a small research about the readiness for TQM

implementation in terms of existence level of critical TQM successful factors and

practices in (SPMs). Based on the result of this study and the few articles, publications

and views from public and private newspapers and magazines (e.g. Naser et al., 2006;

Tyara et al., 2004), as well as points raised by Youssef and Zairi (1995), the researcher

argues and expects that the majority of Syrian organization are long away from maturity

to adopt and implement TQM practices and they might face difficulties and considerable

problems and therefore fail in TQM adoption because of their current organisational

culture as well as Syrian national culture which contradict and oppose with that required

to support TQM implementation.

The researcher considers that we must describe not only where Syrian organizations

should be in terms of quality practices, but also describe where they are (current quality

practices and cultural profile in their organizations). Therefore, the researcher will study

the existing national and organisational culture to investigate and examine the

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applicability of TQM in Syrian organisations. This will help to develop a suitable

recommendation and framework to help various Syrian organisations to move ahead in

terms of quality practices and overcoming cultural obstacles. This is turn would lead to

achieving successful TQM implementation is Syrian organisations.

To the best of the researcher’s knowledge, this is the first empirical study in the Syrian

context that integrates the TQM, culture (organizational and national) constructs. This

research is an effort to make a contribution to these under researched areas. It is

appropriate, therefore, to study TQM application and transferability in Syria, where the

need is even greater due to a lack of understanding and empirical research on TQM.

4. Research Question

The literature points to many research and case studies that indicate a high rate of failure

among many organisations adopting Total Quality Management (e.g. Mosadeghrad,

2006; Eskildson 1994; Sila and Ebrahimpour, 2002). Many researchers consider that

cultural barrier is one of the main reasons for successful TQM adoption and

implementation. Although few studies have been conducted in the Arab countries, most

of them concluded that TQM adoption has failed and faced many problems and barriers

in these countries (e.g. Youssef and Zairi 1995; Al-Khalifa and Aspinwall 2000; and Al-

Zamany et al. 2002). Some of them found that TQM is constrained by the current

orgnaisational culture in these countries (e.g. Al-Khalifa & Aspinwall, 2001). Therefore,

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it is significant to study cultural factors because it is one of the major factors that can help

to increasing the rate of TQM adoption success.

The research questions of this study arise from the current gap in the literature regarding

the influences of national and organizational culture on TQM adoption success in the

developing countries and Arab regions particularly Syria. This leads the researcher to try

to answer the following main research question:

What influence does national and organisational culture have on the adoption of Total

Quality Management in Syria?

5. Aims and objectives:

The primary aim of this study is answer the above mentioned research question; “to

examine the influence of national and organizational culture on the adoption of TQM in

Syrian Public Manufacturing Organisations (SPMs)”. Then, this will lead to develop a

model and framework which is compatible to cultural settings in Syria, through which

Syrian manufacturing companies could follow through easily to implement and adopt

TQM successfully.

Many objectives have been identified to achieve the aims of this research. These

objectives are: Firstly, to examine the current practices, potential difficulties and barriers

of quality and TQM related activities and as a result, to assess the readiness for TQM

implementation in terms of existence level of critical TQM successful factors and

practices in Syrian Public manufacturing organisations (SPMs). Secondly, to investigate

the relationship between TQM philosophy and culture at both national and organizational

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level in Syria. In addition, to investigate the level of compatibility of the current

characteristics of culture in (SPMs) and that required; ideal, and facilitator for TQM

adoption success. In other words, to assess the readiness for TQM implementation or for

successful transformation of TQM in Syrian's manufacturing organizations in terms of

their existing national and organisational culture. The last objective of this study is to

suggest a framework and recommendation/ guidelines to help Syrian government and

institutions to adopt and implement TQM successfully and therefore to compete in the

local and international marketplace.

6. Contribution of the research

The proposed research will contribute to TQM adoption theory together with

organisational and national culture theory as follows:

First: Research dealing with the influence of national and organizational culture on TQM

adoption in developing and Arab countries has been quite rare (Al-khalifa & Aspinwall,

2001) specifically in Syria which has a unique culture. There is not much research has

been undertaken on TQM in Syria. As far as the researcher is concerned, there are only

few academic research studies for Masters Degree published in Arabic language in some

of the Syrian universities. Other related secondary sources include non- academic

publications and views from public media such as newspaper with no hard data. The

researcher argues that these are filled with personal bias as they lack means of scientific

verification. The current research study is considered the first PhD level research

undertaken to study the influence of national and organizational culture in TQM adoption

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success in Syria. This study would help in filling the gap and will make a contribution to

these under research areas. In addition, it is anticipated that the outcomes of this research

will add to the existing business literature additional empirical findings in the area of

TQM adoption in developing and Arab countries.

Secondly, the researcher considers that this study will contribute to the Syrian

government efforts to achieve economic development and social prosperity. Furthermore,

it contributes to the international efforts to preventing and combating terrorism. This is

because the framework which will be suggested to create an organizational culture that

could function as fertile soil for successful adoption and implementation of TQM

principles. This may ultimately lead to achieve economic development not only in Syria;

but in many other Arabic and Islamic countries which in turn would decrease poverty; the

main reason for terrorism.

Thirdly, many authors consider that the Islamic religion is the most influential factor that

shapes the national culture in Arab countries (e.g. Tayeb, 1997); few authors have fully

acknowledged and showed its role in business and management in the last century.

However, nowadays, there is a growing body of research and academic publications with

interest in the influence of Islam religion on business and management (e.g. Al-Zamaney

et al., 2002; Fam et al, 2004; Abbas, 2005; Haffar, 2007). Therefore, this study

contributes to the body of knowledge in this field which concerns the importance of

Islamic religious principles, values and teachings in business and management

particularly the relationship between Islamic teachings and TQM principles.

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Recently, the increased conflict between the west and Muslim countries make many

international policy makers and Academic researchers to seek information about Muslim

and Arab culture and its influence on all aspect of people’s life and behaviour particularly

in business organizations (Abbas, 2005). Therefore, this study will provide them with a

very good reference about the previous link.

Also, as the translation of TQM practices into Islamic framework is the most important

element in the proposed framework which will be introduced in the end of this study. The

researcher proposes that the latter would help to take the opportunity and the advantage

of the positive aspect of recent re-islamisation in Syrian society which is reflected by

people’s desire to express their religiosity by directing people to implement the particular

Islamic teaching and values which translate and reflect TQM principles in their

workplace. Furthermore, this might help to combat the extremist who might take the

opportunity of the recent re-islamisation negatively by directing and teaching people the

wrong interpretations of Islamic texts which might lead to terror actions at national and

international level.

Moreover, this research will provide a basis to help other researchers to do similar

research in other organisations in Syrian public or private sectors in the future. Lastly, the

researcher has proposed to use of a diverse sample including Syrian academics in

management fields as well as Managers in (SPMs) to improve the validity of this study.

.

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Research Methodology

This research follows a deductive approach, because the researcher would not build and

formulate theory from the data that will be collected rather the researcher would

formulate hypothesis based on literature review and then test them empirically (Mcdannel

et al., 1998).

In order to answer the research questions and to achieve the research aim and objectives

the researcher has proposed to use the following research strategies in phases (see table

1).

Table1. The proposed phases of this research study in order and their objectives

Phase Objectives

Phase 1: Literature review and collect the

relevant secondary data from paper based

and electronic sources

To identify research issues that would be

addressed in the primary research and to

develop the conceptual framework and

hypothesis

Phase 2: Conduct few interviews (5-6) with

management academics from Syrian

university.

To discuss, verify and refine the initial

conceptual framework, that examine the

research question, as well as to discuss and

ensure the validity of the hypothesis that

will test the relationship between variables

Phase 3: Conduct a pilot study The questionnaire survey which will be

developed and proposed will be sent to

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some experts in TQM field to ask about

their opinion on the validity of the content

of the questionnaire and their opinion about

its structure. In addition, an Arabic version

of the proposed questionnaire will be pilot

tested among a group of Syrian mangers

who represent the targeted sample within

the Syrian public manufacturing

organisations as well as with some

academics in relevant disciplines who have

an experience about management in Syria

in an attempt to obtain their views about

the questions which will be asked and the

variable used in the questionnaire,

regarding the Syrian context. Based on the

feedback of this pilot test and reliability

and validity check, the researcher might

make some adjustments, redesign, simplify

in the proposed questionnaire before

distributing the final version to the target

sample.

Phase 4: Distribute the final questionnaires

to the target sample; managers in Syrian

Surveys have been widely used to study the

influence of organisational culture on TQM

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Public Manufacturing organisations

(SPMs)

practices (e.g. Al- Khalifa & Aspinwall,

2001; Prajogo & McDermott, 2005;

Jabnoun & Seadrani, 2005).

Quantitative questionnaire survey will be

used as an explanatory tool not only to

validate the framework empirically

(Saunders et al.,2003), but also to

determine the points that should be further

explained, ascertained, observed and

clarified during in depth interviews in the

second stage of this research

Phase 5: Conduct in depth interviews with

some managers from (SPMs), who

responded to the questioner and accept to

further participate and be interviewed, as

well as some Academics from Aleppo and

Damascus University who have an

experience and have done research about

various management and business issues in

Syria.

To give further explanation and

clarification of some points and confirm

the results of the survey findings; and to

confirm or reject the theoretical findings, as

well as they will decrease the bias and

increase the validity of the findings.

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In addition to the above mentioned the researcher has talked with academic experts in

business and management environment in Syria, and with Islamic scholar when required

during the literature review stage.

As mentioned in the above table, the researcher will collect the primary data by

conducting a methodological triangulation; multi- design empirical method combining

quantitative surveys and qualitative in-depth interviews to test empirically the influence

of organizational and national culture (independent variables) on the adoption of TQM

(dependent variable). This is because triangulation methods provide more viewpoints and

perspective as well as deeper and broader information on the phenomenon being studied

(Cooper & Schindler, 2003; Creswell, 2009; Zikmund, 2003) and to increase the quality,

validity and reliability of the findings and decrease the degree of bias (Bouma, 1996).

The researcher decided to follow quantitative research methods; by conducting a

questionnaire pilot test and then distributing the final surveys to the target sample, and

then follow a qualitative research method by conducting semi-structured interviews.

Research instruments

The researcher will adopt, replicate and use three widely used, valid and reliable

instruments in the questionnaire which fit and serve the aim and objectives of the current

study. Firstly, to measure the current profile and characteristics of the independent

variable of organisational culture, questions from Cameron & Queen’s (1999) model; the

(OCAI) orgnaisational culture assessment instrument will be used. Secondly, to measure

the level of TQM practices, the instrument or framework based on MBNQA criteria

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developed by Samson and Terziovski (1999) will be used. Thirdly, to measure the

independent variable of national culture, Hofstede’s (2001) national culture elements and

some questions; statements from his questionnaire will be adopted.

Therefore, the researcher does not aim to develop new instrument to measure the level of

TQM practices and to measure the national and organizational culture. This is because

the above mentioned instruments (MBNQA criteria framework; criteria, Hofstede’s

dimensions, (OCAI) organisational culture assessment instrument) are useful scientific

tools that have the twin advantages of reliability and predictability, which are capable of

clarifying the concepts under consideration of this research, a position which is backed up

by the view of Fink (2006), that replicating standard questionnaires is very useful because

they have been checked for validity and reliability. Also, he mentioned to another

justification for using a valid established instrument; or questionnaire, that some one else

has prepared, is that it will be easy for future research to compare new findings with

others that have utilized similar instruments (Fink 2006),

Research sample

The target population of this research consists of all Syrian manufacturing public

companies (SPMs) which include 96 companies work under the supervision of ministry

of industry (Ministry of Industry – Syria, 2008).

The researcher tries to increase the response rate with lower cost at the same time;

therefore, a probability or random cluster sampling technique will be adopted to deliver

the questionnaires for many reasons:

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Firstly, telephone interviews require high budget and long time due to the length of the

questionnaire, which lead to higher costs. Also, the researcher has previously conducted a

research in Syria about SPMs in the diploma award stage, the researcher noted that direct

telephone number to the intended interviewees were not available but only general office

number.

Secondly, based on the researcher’s experience and many research studies in Syrian

context, there is a risk of low response rate in the use of the mail and e-mail questionnaire

because most Syrian organisations do not respond to questionnaires an ignored mails as a

result of their fearing of responsibility of their answers and comments if they do not

know the person who sent them and if he does not deliver it personally and clarify the

purpose face to face. Therefore, the researcher has proposed that self- administered

questionnaire, delivered personally is best way to collect the data. However, the whole

population of (SPMs) is distributed in four geographical locations in around ten cities. As

a result, contacting and distributing questionnaires to all population companies in all

areas is difficult due to the time and financial budget limitation of this research.

Therefore, the researcher has divided the organisations which are located in four

geographical areas into two clusters. A questionnaire instrument will be distributed to

cluster sample of around 50 (SPMs) representing more than 50% of the population of 96

(SPMs). The sample size (number of respondents) will be about 200 managers drawn

from (SPMs). The senior management executives and mid level mangers in (SPMs) will

be the key participants in this research.

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In the second stage of the research the qualitative interviews, a non probability; purposive

quota sampling will be adopted. The sample size will be 5 Academics from Aleppo

University, and 5 managers from (SPMs).

Data analysis

In order to analyse the quantitative data, the questioners which will be returned will be

coded and entered into SPSS software (Statistical Package for the Social sciences). Then

multiple statistical analysis techniques; which is suited to this research, will be conducted

In order to analyse the qualitative data; issues or themes which will be identified by

interviewees, Content or thematic analysis will be used. This will help to confirm and

explain the results which will be gained from quantitative analysis.

Limitations of this research

There are some shortcomings that will restrict the scope of this research are mentioned as

follows:

Firstly, as culture is the most influential factor on TQM implementation, therefore, this

study focuses on cultural issues and its influence on TQM adoption success or fail.

However, in order to achieve TQM success the focus should not only relate to cultural

issues, but also many other factors should be covered and considered and implemented

(Awan et al., 2007; Arumugam et al., 2009). However, studying and assessing the current

position of Syrian organistational culture would help to determine the gap between the

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current organizational culture profile and characteristics in Syria and that required for

TQM culture and therefore determine the changes needed to build and support total

quality culture; approach in Syrian organisations.

Secondly, this research focuses on the manufacturing organizations in the public sector

(SPMs). The researcher would not be able to extend it to cover larger sample and all kind

of organisations due to the limitation in time and resources. This would affect the result

of this research. However, the researcher hopes that this study will open new avenues for

future research to include different types of organizations and sampling frame. Thus, he

hopes that many other researchers in Syria would take this study as a basis and replicate it

with other manufacturing companies in both public and private sectors and with different

service institutions in the public and national sectors such as education, tourism, health,

and banking sectors…

Thirdly, the sample size of this study is limited to about 50 (SPMs) in manufacturing

sector. However, the researcher considers that this size is relatively suitable because it

includes approximately about half of the total size; population of (SPMs) which is about

100.

In addition, this research concentrates only on one of the Arab countries namely Syria

which is a part of the Arab League. The findings of this study and the proposed

framework could be implemented to some Arab and Islamic countries that have similar

cultural background such as Egypt where the dominant workforces are local people.

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However, it may be hard to be implemented in most of the other Arab countries because

the workforce in these countries is mix of many nationalities. Therefore, further studies

should be conducted to compare the findings in other countries where there is a mix

nationality in their management and workforce with this study which is totally about

Syrian and Arab managers and workers.

Moreover, although there is cultural consideration, the researcher decides to use, replicate

and adopt western developed instruments. However, this is the only choice because there

is no Syrian; native or Arab- developed instrument available and the study does not aim

to validate or develop new national culture, organisational culture, and TQM constructs

Conclusion:

The researcher has conducted a literature review on the influence of national and

organisational culture on the adoption of TQM. The purpose of this paper was to

introduce a specific research question based on the literature review, and thus develop the

main aim and objectives of this research. In addition, this paper has presented the

contribution of this research. Furthermore, it has presented the proposed future research

strategies direction which will help to answer the research question and to achieve the

research aim and objectives.

Note: this research is at the level of revising the relevant literature review. The next step

is to develop an initial conceptual framework and hypothesis of this study based on the

literature review.

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