The role of quality in the management of small, entrepreneurial firms, within the context of a region located in a developing economy, is examined. It is argued that quality is of critical importance in the interface between marketing, entrepreneurship and manufacturing, and has not received adequate attention within the literature on small firms. The particular problems associated with manufacturing in developing economies are articulated. It becomes readily apparent that much of the literature on quality is not relevant when the characteristics of such a business environment are considered. It is argued that a contingency-based approach is needed where more pragmatic issues such as quality improvement programs take precedence over the more grandiose notions associated with total quality management. A framework for handling the management of the quality process in such a business environment is presented.