(2012). (Poor) strategic fit: the implementation of TQM in manufacturing organizations. Strategic Management Journal, 33 (11): 1321-1330. In the article, Strategic (mis)fit: The Implementation of TQM in Manufacturing Organizations, authors CD Zatzick, T. P Moliterno and T. Fang explain how, when implementing TQM, the organization needs to adapt to its strategic direction to achieve positive results. The article having incorporated the concept of TQM, highlights how organizations, being a system of interdependent activities, must achieve internal adequacy when implementing TQM, by which the central elements of the same are oriented primarily towards “cost leadership” rather than “cost leadership”. strategic position of differentiation. Thus, after studying the implementation of TQM in approximately 780 manufacturing organizations, the authors hypothesize that TQM is positively related to performance for cost leaders, even though it is negatively related to performance for differentiators. . The article provides good information on the TQM process, its role, its benefits as well as its challenges, and is therefore very suitable for further use.