THE EXTENT OF THE IMPACT OF TOTAL QUALITY MANAGEMENT ON ACHIEVING THE COMPETITIVE ADVANTAGE OF INFANT MILK COMPANIES IN BAGHDAD/DIYALA PROVINCE
Companies in the infant formula industry are currently facing multiple challenges and difficulties due to advancing technological trends, increased global competition, and changing consumer behaviors. However, these companies can achieve excellence and maximize their profits by adopting new methods and mechanisms, establishing internal rules within the company, and applying them professionally and distinctly. Among these crucial methods is the adoption of Total Quality Management (TQM) to achieve a competitive advantage for infant formula companies in local and global markets Total Quality Management is a fundamental element for improving a company's competitiveness and ensuring its continuity and success. TQM effectively contributes to enhancing organizational performance and achieving operational and production objectives by focusing on employee efficiency and achieving organizational unity in performance. The implementation of Total Quality Management requires companies to adhere to recognized quality standards and practices, continuously improve processes, and work towards achieving customer satisfaction. Total Quality Management is an ongoing process and not time-bound; it does not end when a company meets a quality standard. Therefore, quality management is built on performing tasks correctly from the beginning to prevent the repetition of mistakes. It serves as a proactive and strategic approach that replaces the need for rework. Achieving a competitive advantage in infant formula companies heavily depends on Total Quality Management to obtain superior and excellent outputs for competitive markets. These companies are interrelated and depend on each other, so linking quality management to achieving outstanding performance can build numerous sustainable competitive advantages for companies.
Keywords: Total Quality Management, Competitive Advantage.