Views of quality management have been polarized between those who view quality from a rationalist (external) orientation and a softer (internal) perspective. Clearly, both views have a contribution to make. The concept of quality management needs to be broadened. It must incorporate a set of values which encompass the totality of relationship between the major quality participants. The starting point may be in examining these relationships. A case for an integrative view of the quality management concept is made. This change involves a sea change in attitudes by management to the quality process. Cooperation for quality in services and product businesses can have many benefits. Real ownership can lead to higher levels of employee motivation and bridge the mistrust that accompanies so many quality initiatives. Developing a new approach to quality management parallels the challenges of managing a modern strategically-focused organization.