The top and middle management play a crucial role in whole TQM process. They are like the pillars of strengths for entire organization during the TQM process. Their role starts from the inception of the idea and extends till the completion of the TQM implementation.

Top management plays a very important role in terms of providing the requisite financial and other resources for the TQM program at every stage. Further, they play a key role in terms of guiding and motivating the employees to overcome their fears and apprehensions about the proposed changes. They work closely with middle level managers and other key employees to ensure that the TQM program is implemented smoothly and there are no problems, issues such as resistance of employees and shortage of resources for the implementation. Further, they play a crucial role in defining the scope of the implementation.

Middle managers act as a bridge between the top management and lower level employees and act as the main source of communication between the two levels during the TQM process. They work closely with the implementation team at every step to ensure that the implementation team gets full support from the organization. Further, they carry out all the measures as desired by the top management to overcome resistance from the employees and help in motivating them to readily accept the change. Apart from participating during the strategic planning part, they play a crucial role during the operations part of the implementation process.

The most important things that management can do to create a quality culture is promote a cooperative and flexible work environment where employees are encouraged to participate in decision making, promote extensive communication at all levels and initiate a well designed incentive and reward program to boost the morale of the employees. Further, management should promote well designed training and education programs for the personal development of the employees to embrace such quality culture effectively