Manage ial ne wo ks and s a egic
lexibili y: A QM pe spec i e
Pape published in
Indus ial Managemen & Da a Sys ems
Full ci a ion o his publica ion:
Gu ié ez Gu ié ez, Leopoldo and Fe nández Pé ez, Vi ginia
(2010): “Manage ial ne wo ks and s a egic lexibili y: A QM
pe spec i e”. Indus ial Managemen & Da a Sys ems, Vol.110,
n.8, pp.1192-1214.
h ps://doi.o g/10.1080/02102412.2010.10779694
Thank you o you in e es in his publica ion.
Manage ial ne wo ks and s a egic lexibili y: A QM pe spec i e
L.J. Gu ie ez-Gu ie ez and V. Fe nández Pé ez
Depa men o Business Adminis a ion.
Ca uja s/n, 18071.
Uni e si y o G anada.
G anada; Spain
Abs ac
Pu pose – The pape aims o s udy he e ec o ex e nal manage ial social ne wo ks on
s a egic lexibili y o a Quali y Managemen pe spec i e. Ex e nal social ne wo ks can a ec
s a egic lexibili y posi i ely. QM also con ibu es o de eloping hese ne wo ks. Howe e ,
he e is cu en ly a wide a ie y o al e na i es o managing quali y in o ganiza ions, such as
ISO S anda ds o he EFQM model. Thus, di e en al e na i es will in luence he ex e nal
social ne wo ks di e en ly in ways ha ha e epe cussions o s a egic lexibili y. Tes ing
hese di e ences is he main pu pose o his pape .
Design/me hodology/app oach – 203 alid esponses we e classi ied in h ee g oups: Non-
QM, ISO and TQM i ms. Then, a compa a i e ANOVA analysis was pe o med o es
di e ences among g oups. Finally, di e en eg essions we e un o es he e ec s o ex e nal
social ne wo ks ( ange, size and s eng h) on s a egic lexibili y depending o he obse ed
g oup.
Findings – Pape esul s show ha depending on QM ini ia i e implemen ed in he
o ganiza ion, e ec s o ex e nal manage ial ne wo ks on s a egic lexibili y a y. Thus, in
o ganiza ions wi hou QM, he ange o ex e nal social ne wo ks in luences s a egic
lexibili y nega i ely, whe eas in o ganiza ions wi h ISO s anda ds, his nega i e e ec
disappea s. In o ganiza ions wi h TQM, we ind he posi i e e ec o bo h size and s eng h o
ela ions in he ne wo ks.
P ac ical implica ions – The pape acili a es how o di e en ia e QM al e na i es depending
on hei obse ed beha iou .
O iginali y/ alue – A new pe spec i e (QM) is obse ed o es how manage ial ne wo ks
a ec s a egic lexibili y.
Keywo ds – Ex e nal manage ial social ne wo ks, s a egic lexibili y, Quali y Managemen
ini ia i es
1. In oduc ion
In inc easingly unp edic able en i onmen s, o ganiza ions need he capaci y o ca y ou he
s a egic changes necessa y o ind imely solu ions o sol e he p oblems hey ace (Shimizu
and Hi , 2004). Abbo and Bane ji (2003) s a ed ha he es ablished pa adigm o
o ganiza ional s abili y and sus ainable compe i i e ad an age has limi ed applicabili y and
ha s a egic lexibili y sol es his p oblem. Among o he posi i e e ec s, we ind ha
s a egic lexibili y
1
gene a es be e o ganiza ional pe o mance (Abbo and Bane ji, 2003;
Nadka ni and Na ayanan, 2007).
As a esul o hei u bulence, cu en en i onmen s equi e mo e in o ma ion and
knowledge. Manage s hus play a c ucial ole (Ande son, 2008), as hey make he de e mining
1
Acco ding o Shimizu and Hi (2004, p.45), “s a egic lexibili y can be de ined as an o ganiza ion’s capabili y
o iden i y majo changes in he ex e nal en i onmen s (…), o quickly commi esou ces o new cou ses o
ac ion in esponse o change, and o ecognize and ac p omp ly when i is ime o hal o ese e such esou ces
commi men s”.
s a egic decisions o he o ganiza ion (McDonald and Wes phal, 2003; Zahee and Bell,
2005), using he esou ces ha each hem h ough hei social ne wo ks (Gele kanycz and
Hamb ick, 1997; Ruey-Kei and Jason, 2005). Tha is, ne wo ks p o ide a link be ween he
en i onmen and he o ganiza ion and condi ion he le el o adap a ion be ween hem.
Manage s’ ela ions o o he people ha e been widely ecognized as a c ucial de e minan o
accessing o in o ma ion (Ande son, 2008; McDonald, 1992, 1995). Social con ac s con ibu e
social capi al –bene i s esul ing om he social s uc u e ha o ganiza ions can mobilize o
acili a e ac ions (Alde and Kwon, 2002). Despi e his e idence, ew s udies ha e analyzed
he mechanisms by which social ne wo ks p oduce hese bene i s (Ande son, 2008; Reagans
and McE ily, 2003). Mos s udies assume hem causally, as an e ec o social s uc u e. Ou
esea ch es he nexus be ween he in o ma ional bene i s o ne wo ks and hei u ili y in
gene a ing mo e s a egic lexibili y and hus, e ec i e u iliza ion o in o ma ion in he o m
o o ganiza ional esponse. To explo e his ela ionship in g ea e dep h, we will s udy how
he di e en dimensions o ne wo ks (Collins and Cla k, 2003) can ha e di e en e ec s on
s a egic lexibili y, as hey con ibu e esou ces ha a e e y he e ogeneous in quan i y and
quali y. Ne wo k dimensions obse ed include size, ange and s eng h. Ne wo k size
ep esen s he o al g oup o links ha a pe son has wi h ano he ones, o al o in o ma ion
channels. Ne wo k ange ep esen s he di e si y o con ac s in a social ne wo ks, i is, he
a ie y o g oups (clien s, supplie s, e c.). The s eng h o he ies
2
is a mul i ace ed cons uc
consis ing o in e ac ion equency and he emo ional in ensi y o closeness o a bond
(G ano e e , 1973). The e o e, his s udy p oposes i s o analyze he ela ion be ween
ex e nal social ne wo ks o manage s and he o ganiza ion’s s a egic lexibili y. Findings will
con ibu e o he li e a u e on social ne wo ks in o ganiza ional beha iou by suppo ing and
2
In his pape s eng h o he ies, links o bonds a e conside ed as synonyms.
ex ending ou unde s anding o he issue o how social ne wo k s uc u e is linked he
ongoing p ocess o s a egic ac ion.
The second ask o his pape is o a emp o obse e empi ically he beha iou o he
ela ionships es ablished be ween he dimensions o ex e nal social ne wo ks and s a egic
lexibili y, depending on he QM ini ia i e de eloped in he o ganiza ion. The impo ance o
quali y managemen (QM) in cu en compe i i e en i onmen s has al eady been shown
(Kaynak, 2003; Nai , 2006; P ajogo and Sohal, 2006). In spi e o he impo ance o QM,
McAdam e al. (2008) and Mella -Pa as and Digman (2007) a gue ha he e is a need o look
a quali y managemen om he s a egic iew o he i m and we a gue he need o he
ne wo k pe spec i e. The e is a se ious lack o s udies ha analyze he ela ion be ween QM
p ac ices and ex e nal social ne wo ks. Thus, “ he e is no e idence on how he p inciples o
quali y managemen can be implemen ed wi hin a ne wo k o i ms” (Mella -Pa as and
Digman, 2007, p. 804). Mella -Pa as and Digman (2007) p opose ha o ganiza ions should
de elop a se o p ac ices, in his case QM p ac ices, which a e ad an ageous o ne wo ks o
i ms. A s udy like ha by Flynn and Flynn (2005) inds a posi i e ela ion be ween QM
p ac ices and he supply chain. O he s udies only p opose heo e ically he posi i e e ec s o
QM p ac ices on s a egic alliances (Mella -Pa as and Digman, 2007, 2008) o on he supply
chain (Lo e al., 2007).
The g ea e olu ion ha QM has unde gone in he las ew yea s has led o he cu en
exis ence o di e en op ions p oposed o implemen ing he p ac ices ha his philosophy
p oposes (Ga cía-Be nal e al., 2004; Kuma and An ony, 2008). Familia examples o hese
a e Quali y Con ol, he Ame ican Malcolm Bald ige Model, he Eu opean EFQM model,
ISO S anda ds and he mos ecen Six Sigma me hodology. As a esul , manage s ace a wide

ange o possibili ies o implemen ing QM in hei o ganiza ions (ISO s anda ds, TQM,
EFQM model, Malcom Bald ige, e c). In his espec , as a esul o he s udy, we seek o o e
i ms a c i e ion o di e en ia ion be ween h ee di e en al e na i es (non-QM, ISO
S anda ds and TQM
3
), based on he beha iou o social ne wo ks and s a egic lexibili y.
This esul will con ibu e o QM li e a u e es ing he ela ionship be ween he
implemen a ion o QM ini ia i es and ex e nal social ne wo ks e ec s beha iou .
In summa y, he goal o his pape is o s udy how he dimensions o ex e nal social ne wo ks
(size, ange and s eng h) a ec s a egic lexibili y in he i m and whe he he e a e
signi ican di e ences in hese e ec s depending on whe he he o ganiza ions ha e
implemen ed one QM ini ia i e o ano he . The pape is s uc u ed as ollows: a e his
in oduc ion, we p esen a li e a u e e iew ha co e s he ela ionship be ween ex e nal
social ne wo ks and s a egic lexibili y, and he ole o di e en QM ini ia i es in he
p e ious ela ionship. A e we e iew he li e a u e, we desc ibe he me hodology and he
analysis pe o med. Subsequen ly, we discuss he esul s ob ained and p esen he main
conclusions, limi a ions and ecommended di ec ions o u u e esea ch.
2. Theo e ical backg ound
2.1. Ex e nal social ne wo ks as s a egic lexibili y sou ce
The impo ance o i ms o adap ing o hei en i onmen s is well-known. One way o
achie e a good i is being s a egically lexible (Aake and Masca enhas, 1984; Volbe da,
1996). Wi hin he o ganiza ion’s dynamic capaci ies, lexibili y has become a capaci y c ucial
o he abili y o compe e (De Meye e al., 1989; Kos e e al., 2004; Llo éns e al., 2005).
Flexibili y is he s a egic op ion o si ua ions ha he i m canno an icipa e and in which
3
A he p esen ISO s anda ds a e he mos ex ended ini ia i e o QM (Magd and Cu y, 2003) and TQM, also
cons i u es a QM ep esen a i e ini ia i e as i is associa ed wi h o he al e na i es such us EFQM model (Van
Ma ewijk e al., 2004), Six Sigma (G een, 2006) o Malcom Bald ige model (Samuelsson and Nilsson, 2000).
he e is likely o be a s a egic su p ise (Volbe da, 1998). This pape ocuses on s a egic
lexibili y (Volbe da, 1996) as a s ong indica o o he i m’s capaci y o adap (Volbe da,
1996) and which has signi ican epe cussions o he i m’s pe o mance (Abbo and
Bane ji, 2003; Nadka ni and Na ayanan, 2007).
An o ganiza ion can c ea e s a egic lexibili y in many ways, o example, by de eloping
join sys ems be ween o ganiza ions and pa icipa ion in alliances o join en u es (Bu le
and Ewald, 2000; D ago, 1997). Manage ial social ne wo ks a e also sou ces o esou ces and
capaci ies (Baum e al., 2000; Gula i e al., 2000) ha can help he o ganiza ion o be mo e
lexible. In his a icle, we ocus on he ela ionship be ween social ne wo ks and s a egic
lexibili y, apa om o he ways o lexibili y, like ope a ional o s uc u al lexibili y
(Volbe da, 1997, 1998). This is because s a egic lexibili y is e e ed o he joined capaci ies
wi h he o ganiza ion´s goals and wi h he en i onmen al adap a ion o unusual changes
(Volbe da, 1998). The e o e, s a egic lexibili y is e y sensi i e and dependen on
in o ma ion ga he ing, as social ne wo ks.
The ole o ne wo ks as a pa h o accessing o in o ma ion has been shown in p io li e a u e
(Ande son, 2008; C oss and Sp oull, 2004; Mo ison, 2002). Accessing o in o ma ion
h ough social ne wo ks is usually a sou ce o po en ial oppo uni ies (Alde and Kwon, 2002;
Bu , 1992, 2004). Ne e heless, i someone wan s o ake ad an age wi h hese oppo uni ies,
i mus ake in o accoun , among o he cha ac e is ics, he abili ies (Bu e al., 1998) and
mo i a ion (Ande son, 2008) ha hei owne s ha e o use hem. Thus, we belie e ha he
e ec i e use o he esou ces, ha ne wo ks o e , is mo e signi ican o ou s udy because o
he essence o socie y lies in he ac ion p ocesses —no in he s uc u e o ela ions. No
s uc u e o ela ions is ele an wi hou ac ion (Blume , 1969).
In gene al, he li e a u e suppo s posi i e linkages among he access o manage s’
in o ma ion and hei ac ion epe cussions and he co po a i e ou comes (Dye and Singh,
1998). Mo eo e , many au ho s a i m ha social ne wo ks inc ease he abili y o espond o
unp edic able changes in hei compe i i e en i onmen s h ough he cons uc ion o new
capabili ies (C oss e al., 2001; Lee e al., 2001; Lessa d and Zahee , 1996; Liebeskind e al.,
1996) and beha iou al lexibili y (Zacca o e al., 1991). The quan i y and he quali y o
ob ained in o ma ion h ough he ne wo ks could be decisi e o e ec i e and quick
adap a ion o o an icipa ing o changing he en i onmen . Thus, i is logical o p opose a
nexus o in luence among hese a iables (social ne wo ks dimensions and s a egic
lexibili y).
The size and ange o he ne wo k and he s eng h o he links a e h ee p ima y a iables o
social ne wo ks s uc u es (Collins and Cla k, 2003; C oss and Cummings, 2004; Gabbay and
Leende s, 2001; Reagans and McE ily, 2003). Ne wo k size is impo an because each link
ha a pe son has ep esen s an in o ma ion channel. Ne wo k ange ep esen s he di e si y o
con ac s in social ne wo ks. When a manage ies o access in o ma ion o become awa e o
an issue, a g ea e numbe and di e si y o con ac s makes i mo e likely ha someone can
p o ide he in o ma ion he o she needs. The li e a u e sugges s ha la ge and di e se
ne wo ks gene a e a g ea e a ie y o pe spec i es and s imula e c i icism, gi en ha hey
ha e mo e access o new and di e se in o ma ion (Bu , 1992). When i akes in o accoun he
opinions o di e en audiences, e e y people a e be e p epa ed o an icipa e di e en
con ingencies (Bu , 2004; McDonald e al., 2008; Reagans and Zucke man, 2001). I can
a ou he eme gence, combina ion o ecombina ion o good and new ideas and ac ions
(Obs eld, 2005). La ge and di e se ne wo ks ha e g ea e capaci y o ga he in o ma ion han
small ones (Bu , 1982; G ano e e , 1973). In his sense, execu i es who use mo e sou ces
o in o ma ion ha e g ea e access o compe i i e ideas and oppo uni ies and be e esul s
(Dussauge e al., 2000; McE ily and Zahee , 1999; Zahee and Bell, 2005; Zahee and
Zahee , 1997). We can hus p opose he ollowing hypo heses:
H1: Ex e nal social ne wo ks o manage s ha ha e a g ea e size a e ela ed posi i ely
o some g ea e le els o s a egic lexibili y in o ganiza ions.
H2: Ex e nal social ne wo ks o manage s ha ha e a g ea e ange a e ela ed
posi i ely o some g ea e le els o s a egic lexibili y in o ganiza ions.
Ano he key concep o ne wo ks ha a ec s in o ma ion lows is he s eng h o he links.
S ong ne wo ks acili a e he exchange o de ailed in o ma ion (K ackha d , 1992; Uzzi,
1996), due o he ac ha hese ne wo ks a e cha ac e ized by equen in e ac ion, a common
his o y and mu ual us (Anand and Khanna, 2000; G ano e e , 1982, 2005). This means
ha hey equi e mo e main enance, which implies ha he olume o in o ma ion will be
smalle , al hough highe in quali y (Dye and Nobeoka, 2000). This usually b ings be e
esul s (Lo enzoni and Lippa ini, 1999; Zahee e al., 1998) and compe i i e capaci ies
(McE ily and Ma cus, 2005).
Gi en he o egoing, his pape p oposes ha manage ial social ne wo ks p o ide g ea e
le els o access o in o ma ion and highe -quali y in o ma ion. Thus, i can be ela ed o
e ec i e and apid s a egic ac ions, gene a ing g ea e o ganiza ional s a egic lexibili y.
This leads us o a icula e he ollowing hypo hesis:
50%. Values ob ained in he analysis we e highe han he es ablished minimums (Howell,
1987; Hulland, 1999; Szulanski, 1996), so con e gen and disc iminan alidi y we e
gua an eed.
Classi ica ion a iable: Implemen a ion o quali y managemen ini ia i es
To iden i y he implemen a ion o quali y managemen ini ia i es, he ques ionnai e included
a lis o he di e en al e na i es (non-QM, ISO S anda ds and TQM). The i ms would
choose he ini ia i es ha hey had unde way.
Con ol a iables: Incomes
La ge companies ha e a g ea e numbe o ad an ages due o hei esou ces (Ba ney, 1991).
The e o e, we include annual sales incomes as con ol a iable. Di e en income le els a ec
o he in o ma ion equi ed om ex e nal ne wo ks, o ca y on lexible beha iou s and o QM
implemen a ion.
4. Da a analysis
4.1. Sample dis ibu ion
We began he in es iga ion by di iding he o al sample ob ained (n=203) in o h ee g oups.
Fo he i s g oup, we selec ed i ms ha did no choose any o he quali y managemen
ini ia i es included in he ques ionnai e. Non-QM i ms g oup was composed o 73
o ganiza ions. The second g oup included o ganiza ions ha had implemen ed only he ISO
s anda ds. This second g oup (ISO i ms) was o med o 67 o ganiza ions. Finally, in he hi d
g oup we included hose i ms ha had chose he TQM ini ia i e o he EFQM model, ha ing
o no he ISO s anda ds implemen ed. This g oup (TQM i ms) was composed o 63
o ganiza ions. Table I includes g oup dis ibu ion, means, s anda d de ia ions, medians,
maximum and minimum o each obse ed a iable. Fo all ou a iables obse ed, highes

means alues a e associa ed wi h TQM i ms g oup, ollowed by Non-QM i ms g oup and
inally by ISO- i ms g oup. This aspec will be conside ed in he discussion sec ion.
Dis ibu ion o numbe o employees and annual sales is also included in Table I o comple e
in o ma ion abou he h ee g oups obse ed.
Inse Table I abou he e
4.2. ANOVA analysis
Once he sample was dis ibu ed in o he h ee g oups desc ibed, using he s a is ical p og am
SPSS 15.0, we pe o med an ANOVA analysis o he means o he h ee g oups ela i e o all
obse ed a iables “size”, “ ange” and “s eng h” o ex e nal social ne wo ks and s a egic
lexibili y. This es enabled us o obse e i he obse ed a iables gene a e signi ican
di e ences among he h ee g oups. Independence and homocedas ici y o esiduals we e
con i med. Since he esiduals ha e a no mal dis ibu ion, he a iables obse ed, also a e
no mally dis ibu ed. The esul s o he compa isons o means a e shown in Table II. All
a iables, size (F=7.822; p=.001), s eng h (F=6.793; p=.001), ange (F=6.931; p=.001) and
s a egic lexibili y (F=15.025; p=.000) gene a es signi ican di e ences be ween g oups.
Inse Table II abou he e
4.3. Reg ession analysis
In o de o con as he hypo heses 1, 2 and 3, we p oceed o s udy he ela ions o he
a iables amongs hemsel es. To achie e his, we pe o m a eg ession analysis by s eps o
each o he g oups. Be o e pe o ming his analysis, we assessed he assump ions o mul iple
eg ession analysis. Thus, linea i y, homoscedas ici y, no mali y and mul icollinea i y
assump ions we e obse ed. Resul s showed ha all hese assump ions could be checked.
Table III shows he esul s o he eg ession analysis o he independen a iables size,
s eng h and ange and he dependen a iable s a egic lexibili y, o each o he g oups
analyzed. Independen a iable “Incomes” is used as con ol a iable. The e is no any
signi ican di e ence be ween g oups. The e o e, income le el is no de e mining ac o o
lexibili y le el, independen ly o QM ini ia i e implemen ed. As we can see, he a iable
“size o ne wo k” was included as a signi ican a iable in he h ee eg essions ( =6.801,
p=.000; =3.218, p=.002; =3.576, p=.001, o non-QM g oup, ISO g oup and TQM g oup
espec i ely). Thus, Hypo hesis 1 o size ounds s ong suppo . Howe e , he e a e
di e ences in he o he a iables. Thus, in addi ion o size, o Non-QM g oup, he ange
exe cises a nega i e and signi ican in luence on s a egic lexibili y ( =-2.882, p=.005). I we
s udy ISO g oup and TQM g oup, his signi ican in luence does no occu . Hypo hesis 2 o
ange is suppo ed o only non-QM i ms. Finally, TQM g oup adds a posi i e and
signi ican e ec o s eng h on s a egic lexibili y ( =2.566, p=.013). Hypo hesis 3 o
s eng h is suppo ed o only TQM g oup. We ind ha ex e nal social ne wo ks in luence
o ganiza ional s a egic lexibili y posi i ely h ough hei dimensions, excep in he i s case,
whe e he ange has a nega i e in luence. . On he o he hand, he e a e di e ences in he
e ec s o he a iables “size”, “s eng h” and “ ange” on s a egic lexibili y, depending on
he quali y ini ia i e implemen ed in he o ganiza ion. Based on his esul , we can suppo
Hypo hesis 4. Figu e II ep esen s g aphically all he signi ican e ec s con as ed in he
ela ionships be ween a iables, acco ding o g oups obse ed.
Inse Table III abou he e
Inse Figu e II abou he e
5. Discussion
In u bulen en i onmen s like he p esen one, s a egic lexibili y helps o ganiza ions o
con on hei changes in an oppo une and e icien way and acili a es he o ganiza ion’s
adap a ion o ans o ma ion i necessa y (Nadka ni and Na ayanan, 2007; Shimizu and Hi ,
2004). Ex e nal manage ial social ne wo ks can aid, since hey con ibu e, as has been
demons a ed in his esea ch, o he gene a ion o such lexibili y. This shows he alue o
ocusing on he composi ion, de elopmen and e olu ion o he o ganiza ion’s manage ial
social ne wo ks (Hallikas e al., 2008), since he ex en o hei e ec s can condi ion key
capabili ies o he o ganiza ion (Campbell-Kelly e al., 2008) and in luence hei
compe i i eness (Wu, 2006). In e ela ions wi h o he social agen s enable hem o acqui e a
join ision o hei mul iple demands and poin s o iew (De Cle cq and Dimo , 2008), and
hey a e ensu ed excellen oppo uni ies o ake ad an age o expe ience, knowledge o simply
in o ma ion om hese agen s ha can be use ul o hem (Dye and Nobeoka, 2000, Acquaah,
2007). Besides, ou esul s lead o impo an manage ial implica ions, a ec ing hei s a egic
decisions and, consequen ly, o ganiza ional pe o mance. These conclusions sugges ha
speci ic ne wo k-building p ac ices may be an e ec i e means o i ms o pu pose ully
manipula e he ne wo ks o hei op manage s.
Ex e nal social ne wo ks o manage s and o ganiza ional s a egic lexibili y
Inc eased ins abili y in mos indus ies means ha con ac s ( he in o ma ion and knowledge o
e e ences ha hey ansmi o us) can o m he basis o a compe i i e ad an age (Gula i e
al., 2000; Mo an, 2005). This ac is demons a ed in ou empi ical s udy, since we see ha
ne wo k size has a posi i e, di ec and signi ican e ec on s a egic lexibili y in all g oups.
S eng h o he ne wo ks in TQM i ms also has his posi i e e ec . This in o ma ion ells us
ha he p ope combina ion o all o he dimensions can op imize he esul s (Gilsing and
Duys e s, 2008), as hey con ibu e di e en bu in e es ing bene i s. In gene al, ou
in o ma ion ein o ces he impo ance o con ac s, which can come o be c ucial s a egic
asse s, e en in p ospe ous o s able si ua ions (Kang, 2008). I is wo h men ioning he case o
o ganiza ions ha ha e no ini ia i e o quali y managemen , which show a nega i e and
signi ican ela ion be ween ange and s a egic lexibili y. We will discuss his p oblem la e .
Ex e nal social ne wo ks o manage s, o ganiza ional s a egic lexibili y and QM
ini ia i es
In compa ing he h ee g oups c ea ed (ANOVA analysis), we i s ind ha he le el o
s a egic lexibili y de eloped is di e en in each case. I we compa e he g oup o non-QM
and ISO i ms (4.21 and 4.12, espec i ely), s a egic lexibili y is qui e simila be ween bo h
g oups. In he case o he g oup o TQM i ms, we see ha s a egic lexibili y is de eloped o
a much g ea e ex en (5.01), han in he o he wo cases. Acco ding o he heo e ical
easoning ollowed, i seems logical ha a lowe deg ee o de elopmen o he QM elemen s
leads o a lowe deg ee o de elopmen o s a egic lexibili y, as occu s in he g oup o non-
QM i ms. Howe e , such esul s would be su p ising in he case o ISO- i ms. I we begin
wi h he TQM- i ms, Rajagopal e al. (1995) shows TQM o be a me hod ha imp o es
o ganiza ional e icacy and lexibili y. Con inuous imp o emen and o ien a ion o he
cus ome make o ganiza ions mo e sensi i e o changes in he en i onmen (Hackman and
Wageman, 1995), enabling hem o adjus be e o he demands o he en i onmen (Yousse
e al., 1996; Zai i, 2002), hus making hem mo e lexible (Gómez-G as and Ve dú, 2005;
Llo éns e al., 2004). Empi ically, he posi i e ela ion be ween TQM and lexibili y has been
demons a ed (Gómez-G as and Ve dú, 2005; Lin and Chang, 2006; Llo éns e al., 2004;
Me ino-Díaz, 2003). Howe e , some ime ago, Manz and S ewa (1997) p esen he
possibili y associa ed wi h a case o quali y managemen . The s anda diza ion and con o mi y
p oposed by QM (no TQM) can make he i m s a ic. One example o his si ua ion could be
ISO S anda ds. Lundma k and Wes elius (2006) analyzed Swedish SMEs ha had been
ce i ied wi h bo h he 1994 and hen he 2000 ISO S anda ds. The g ea es p oblem ha hey
encoun e ed was he excessi e bu eauc acy associa ed wi h he no m, which acco ding o
manage s can lead o educed lexibili y. Ou esul s poin o his line o in es iga ion. I is
impo an , he e o e, o di e en ia e explici ly be ween ISO S anda ds and TQM, as he e a e
signi ican di e ences like hose we ha e jus obse ed. The e o e, as his is no he i s
esea ch showing ha ISO s anda ds lead o a lowe le el o lexibili y han o he ini ia i es,
such as TQM, manage s should conside ed his ac when hey e alua e di e en al e na i es
o implemen QM in hei o ganiza ions. Comple ing his in o ma ion o manage s,
signi ican di e ences obse ed be ween h ee g oups, shows ha TQM i ms, also a e hose
wi h highes le el o ex e nal ne wo k dimensions. ANOVA analysis showed signi ican
di e ences be ween he h ee g oups in all a iables obse ed o ex e nal ne wo k (size,
s eng h and ange). Di e ences a e mo e signi ican compa ing TQM- i ms g oup wi h Non-
QM g oup and ISO- i ms g oup, as happened wi h s a egic lexibili y. TQM o ganiza ions
seem o be mo e in ol ed o QM, wi h highe le els o QM s uc u al elemen s (Gu ié ez e
al, 2010), and as a esul , aspec s such us ex e nal ne wo ks o s a egic lexibili y imp o e.
All hese di e ences lead o impo an manage ial implica ions. As we ha e obse ed, a he
p esen , manage s ace a wide ange o possibili ies o implemen ing QM in hei
o ganiza ions (TQM, ISO s anda ds, Six Sigma, e c). Ou conclusions may help hem wi h
his kind o decision, as he ac ha TQM i ms de elop o a g ea e ex en s a egic

lexibili y and ex e nal ne wo ks dimensions, is an impo an aspec ha should be conside
when TQM al e na i e and ISO s anda ds al e na i e a e compa ed.
In ela ion o he e ec s o he dimensions on lexibili y, he dimension o size a ec s
s a egic lexibili y posi i ely in he h ee g oups obse ed. As we es ablished, a g ea e
numbe o con ac s gene a es a highe numbe o poin s o iew, which con ibu es o
knowing mo e ideas and c ea ing new ones (Bu , 1992; Obs eld, 2005).
S eng h has a s ong posi i e e ec on s a egic lexibili y in TQM i ms. These
o ganiza ions a e cha ac e ized by de eloping QM p ac ices o a g ea e ex en han hose
belonging o he o he wo g oups. The li e a u e has indica ed he posi i e e ec o QM on
ne wo ks, h ough p ac ices such as us , leade ship, p ocess managemen , lea ning, e c.
(Flynn and Flynn, 2005; Lin e al., 2005; Mella -Pa as and Digman, 2007, 2008). S eng h is
de eloped signi ican ly o a g ea e ex en in TQM i ms han in ISO i ms o non-QM i ms
(see Table 1), cons i u ing an example o QM’s con ibu ion o ex e nal ne wo ks. Fo
example, we ha e men ioned he impo ance o us , a key elemen in TQM in o ging s ong
ela ions (La son, 1992; Dye and Nobeoka, 2000; Lo enzoni and Lippa ini, 1999; Zahee e
al., 1998). On he o he hand, s ong ne wo ks equi e de ailed in o ma ion exchange
(K ackha d , 1992; Uzzi, 1996) cha ac e ized by equen in e ac ion (G ano e e , 1982).
This s udy has shown ha TQM i ms gene a e g ea e s eng h in ex e nal social ne wo ks
h ough hei s uc u al p ac ices, including supply managemen , coope a ion, benchma king,
knowledge sha ing o lea ning, de elop s onge ex e nal social ne wo ks, which con ibu e
signi ican ly o o ganiza ional s a egic lexibili y.
Finally, i is impo an o pause o e he nega i e e ec de ec ed in he case o he dimension
“ ange” o non-QM i ms. This esul implies ha , as he di e en ca ego ies o agen s wi h
which we associa e inc ease, s a egic lexibili y dec eases. P io s udies ha e analyzed he
ange wi hin speci ic ca ego ies, such as manage s (Gele kanycz and Hamb ick, 1997;
McDonald e al., 2008), cus ome s (Pa k and Lou, 2001), p o ide s (Peng and Lou, 2000) and
compe i o s (Von Hippel, 1988). Among hese, di e si y is usually posi i e, as i helps o
p opose inno a i e s a egies o ideas ha di e om he ideas al eady in use (McDonald and
Wes phal, 2003; Reagans and McE ily, 2003). Howe e , when one akes in o accoun many
di e en ca ego ies o agen s a one ime, dispe sion can be coun e p oduc i e. A g ea e
ange implies a g ea e numbe , complexi y and e en jux aposi ion o ideas and in o ma ion
ecei ed. This can lead o immobili y o delayed eac ions (Simon, 1959; Szulanski, 1996).
Al hough a ie y inc eases he ange o he o ganiza ion’s po en ial beha iou s, i can also
c ea e con usion and gene a e cos s (Bo ga i and C oss, 2003). Thus, his esul can be due o
he high numbe o ca ego ies o di e en agen s ha we e used. Howe e , in obse ing he
ange in he o he wo g oups, we con i m ha —in spi e o he ac ha i is lowe o he
g oup o ISO- i ms and highe o he g oup o TQM- i ms—i s in luence is no signi ican ly
nega i e o any o he cases. Wha we can obse e is ha he alue o he R2 shows a
dec ease in he impo ance o he e ec o he dimensions o ex e nal social ne wo ks on
s a egic lexibili y when we mo e om non-QM i ms o ISO- i ms o TQM- i ms. This
esul shows ha he e ec o ex e nal social ne wo ks on s a egic lexibili y has much mo e
weigh in he non-QM i ms. An explana ion o his could be ha as Shimizu and Hi (2004)
showed he e a e a se ies o ac o s ha exe cise a e y impo an in luence on s a egic
lexibili y, such as s a egic leade ship, c ea ing dynamic mechanisms o gain new ideas,
s imula ing decision-making p ocesses, measu ing and moni o ing decision ou comes,
lea ning, e c. These ac o s a e clea ly associa ed wi h QM and co espond mo e closely o he
ISO- i ms and TQM- i ms han o he non-QM i ms. This jus i ies he loss o impo ance o
ex e nal social ne wo ks is à is he o he aspec s. Fu u e lines o esea ch could ocus on
his p oblem.
6. Limi a ions and u he esea ch
Among he limi a ions o ou s udy, we mus include he ac ha QM al e na i e
implemen a ion is obse ed using a single i em, ins ead o a compound cons uc . The sample
o i ms is no dis ibu ed uni o mi y acco ding o he numbe o employees and annual sales
incomes. Toge he wi h he c oss-sec ional cha ac e o he esea ch, his ac o somewha
limi s gene aliza ion om hese esul s. Thus, longi udinal esea ch ha analyses a g ea e
numbe o cases and ha obse es e ec s on di e en kinds o o ganiza ions could en ich he
li e a u e on he ex e nal social ne wo ks and quali y managemen ini ia i es.
Fu he , one could analyze in e nal manage ial social ne wo ks, as well as hose es ablished
be ween wo ke s hemsel es, o de e mine hei e ec s on he gene a ion o di e en dynamic
capabili ies. We in ui ha hese a e a signi ican di ec and mode a ing a iable, as hey
would in luence he le els o cap u ing, c ea ing and ans o ming esou ces. On he o he
hand, one could s udy he in luence o he social ne wo ks on he di e en kinds o lexibili y
(s a egic, s uc u al and ope a i e). This would deepen ou unde s anding o he in luences o
manage ial ne wo ks on s a egic and s uc u al le els, as well as he e ec s o he ne wo ks
wi h wo ke s and he in luence o ne wo ks be ween wo ke s on le els o ope a ional
lexibili y. Finally, es ablishing di ec mul iple compa isons be ween hese (ISO and TQM)
and o he QM ini ia i es (EFQM model, Quali y Con ol, Lean Manu ac u ing) could b ing
deepe unde s anding o hei unc ioning, helping manage s di e en ia e be ween hem.
7. Conclusion
This pape has a emp ed o obse e he e ec o ex e nal social ne wo ks on o ganiza ional
s a egic lexibili y. I also includes he ac o o quali y managemen and how his e ec can
be in luenced by he kind o quali y managemen ini ia i e ha o ganiza ions a e
implemen ing. The esul s ob ained indica e he exis ence o a posi i e global e ec o
ex e nal social ne wo ks on s a egic lexibili y, mainly h ough hei dimension o size. Thus,
la ge ex e nal social ne wo ks con ibu e posi i ely o s a egic lexibili y.
The s udy also p o ides e idence ha ex e nal ne wo ks se e as impo an in o ma ional
esou ces o i ms. F om a p ac ical s andpoin , i appea s ha i ms may be able o
pu pose ully de elop and manage he ne wo ks o hei op manage s. Howe e , since
di e en ne wo k cha ac e is ics a ec i m pe o mance di e en ly, companies should be
ca e ul o c ea e he ne wo k cha ac e is ics ha a e mos likely o a ec pe o mance in hei
pa icula en i onmen al con ex .
On he o he hand, i we di ide he sample in o non-QM i ms, ISO- i ms and TQM- i ms, we
can d aw wo impo an conclusions. Fi s , TQM- i ms de elop all o he dimensions o
ex e nal social ne wo ks and s a egic lexibili y o a g ea e ex en . This does no occu o
non-QM and ISO- i ms. We can explain his esul h ough he isk o excessi e bu eauc acy
associa ed wi h ISO S anda ds. Second, we see ha he impo ance o he in luence o he
dimensions o ex e nal social ne wo ks on s a egic lexibili y dec eases signi ican ly when
we mo e om non-QM i ms o ISO- i ms and TQM- i ms, wi h o he ac o s inhe en in
hem, such as s a egic leade ship, lea ning o s imula ing decision-making p ocesses,
possibly achie ing mo e ele ance.
McE ily, B. and Zahee , A. (1999), “B idging ies: a sou ce o i m he e ogenei y in
compe i i e capabili ies”, S a egic Managemen Jou nal, Vol. 17, pp. 221-235.
Mella -Pa as , M. and Digman, L.A. (2007), “A amewo k o quali y managemen p ac ices
in s a egic alliances”, Managemen Decision, Vol. 45, No. 4, pp. 802-818.
Mella -Pa as , M. and Digman, L.A. (2008), “Lea ning: The in e ace o quali y managemen
and s a egic alliances”, In e na ional Jou nal o P oduc ion Economics, Vol. 114, pp. 820-
829.
Me ino-Díaz De Ce io, J. (2003), “Quali y managemen p ac ices and ope a ional
pe o mance. Empi ical e idence o Spanish indus y”, In e na ional Jou nal o P oduc ion
Resea ch, Vol. 41, No. 12, pp. 2763-2786.
Mo an, P. (2005), “S uc u al s. embeddedness. Social capi al and manage ial pe o mance”,
S a egic Managemen Jou nal, Vol. 26, pp. 1129-1151.
Mo ison, E.W. (2002), “Newcome s’ ela ionships: he oles o social ne wo ks ies du ing
socializa ion”, Academy o Managemen Jou nal, Vol. 45, pp. 1149-1160.
Nadka ni, S. and Na ayanan, V.K. (2007), “S a egic schemas, s a egic lexibili y, and i m
pe o mance. The mode a ing ole o indus y clockspeed”, S a egic Managemen Jou nal,
Vol. 28, pp. 243-270.
Nai , A. (2006), “Me a-analysis o he ela ionship be ween quali y managemen p ac ices and
i m pe o mance-implica ions o quali y managemen heo y de elopmen ”, Jou nal o
Ope a ions Managemen , Vol. 24, pp. 948-975.
Obs eld, D. (2005), “Social ne wo ks, he e ius lungens o ien a ion, and in ol emen in
inno a ion”, Adminis a i e Science Qua e ly, Vol. 50, pp. 100-130.
Pa k, S.H. and Lou, Y. (2001), “Guanxi and o ganiza ional dynamics. O ganiza ional
ne wo king in Chinese i ms”, S a egic Managemen Jou nal, Vol. 22, No. 5, pp. 455-477.
Peng, M.W. and Lou, Y. (2000), “Manage ial ies and i m pe o mance in a ansi ion
economy. The na u e o a mic o-mac o link”, Academy o Managemen Jou nal, Vol. 43,
No. 3, pp. 486-501.
Podsako , P.M. and O gan, D.W. (1986), “Sel - epo s in o ganiza ional esea ch: P oblems
and p ospec s”, Jou nal o Managemen , Vol. 12, pp. 531-544.
Powell, T.C. (1995), “To al Quali y Managemen as Compe i i e Ad an age: A e iew and
empi ical s udy”, S a egic Managemen Jou nal, Vol. 16, No. 1, pp. 15-37.
Powell, W. and B an ley, P. (1992), “Compe i i e coope a ion in bio echnology. lea ning
h ough ne wo ks?”, in Ni in N.and Eccles R. (Ed.), Ne wo ks and o ganiza ion, Bos on,
Ha a d Business School P ess, pp. 366-394.

P ajogo, D.I. and Sohal, A.S. (2003), “The ela ionship be ween TQM p ac ices, quali y
pe o mance, and inno a ion pe o mance. An empi ical examina ion”, In e na ional
Jou nal o Quali y and Reliabili y Managemen , Vol. 20, No. 8, pp. 901-918.
P ajogo, D.I. and Sohal, A.S. (2006), “The in eg a ion o TQM and echnology/R&D
managemen in de e mining quali y and inno a ion pe o mance”, Omega, Vol. 34, No. 3,
pp. 296-312.
Rajagopal, S., Balan, S. and Scheuing, E. (1995), “To al quali y managemen s a egy. Quick
ix o sound sense?”, To al Quali y Managemen , Vol. 6, No. 4, pp. 335-344.
Reagans, R. and McE ily, B. (2003), “Ne wo k s uc u e and knowledge ans e . The e ec s
o cohesion and ange”, Adminis a i e Science Qua e ly, Vol. 48, pp. 240-267.
Reagans, R. and Zucke man, E. (2001), “Ne wo ks, di e si y and pe o mance: The social
capi al o RandD uni s”, O ganiza ion Science, Vol. 12, pp. 502-517.
Ruey-Kei, C. and Jason, C.H. (2005), “A gene ic se ice model o secu e da a in e change”,
Indus ial Managemen and Da a Sys ems, Vol.105, No. 5/6, pp. 662.
Ryu, S. and Eyuboglu, N. (2007), “The en i onmen and i s impac on sa is ac ion wi h
supplie pe o mance: An in es iga ion o he media ing e ec s o con ol mechanisms om
he pe spec i e o he manu ac u e in he U.S.A.”. Indus ial Ma ke ing Managemen , Vol.
36, pp. 458-469.
Samuelsson, P. and Nilsson, L.E. (2002), “Sel assessmen p ac ices in la ge o ganiza ions:
Expe iences om using he EFQM excellence model”, The In e na ional Jou nal o Quali y
and Reliabili y Managemen , Vol.19, No. 1, pp.10-23.
Sco , J. (1991), Social ne wo k analysis, London, Sage.
Shimizu, K. and Hi , M.A. (2004), “S a egic lexibili y: O ganiza ional p epa edness o
e e se ine ec i e s a egic decisions”, The Academy o Managemen Execu i e, Vol.18, No.
4, pp. 44.
Simon, H.A. (1959), “Theo ies o decision-making in economics and beha iou al science”,
Ame ican Economic Re iew, Vol. 69, No. 3, pp. 253-283.
Si kin, S.B., Su cli e, K.M. and Sch oede , R.G. (1994), “Dis inguishing con ol om
lea ning in To al Quali y Managemen . a con ingency pe spec i e”, Academy o
Managemen Re iew, Vol. 19, No. 3, pp. 537-564.
Szulanski, G. (1996), “Explo ing in e na ional s ickiness. Impedimen s o he ans e o bes
p ac ice wi hin he i m”, S a egic Managemen Jou nal, Vol. 17, pp. 27-43.
Uzzi, B. (1996), “The esou ces and consequences o embeddedness o he economic
pe o mance o o ganiza ions. The ne wo k e ec ”, Ame ican Sociological Re iew, Vol. 61,
No. 4, pp. 674-698.
Van de Wiele, T., Van Iwaa den, J. and Williams, R. (2005), “Pe cep ions abou he ISO
9000 2000 quali y sys em s anda d e ision and i s alue. The Du ch expe ience”,
In e na ional Jou nal o Quali y and eliabili y Managemen , Vol. 22, No. 2, pp. 101-119.
Van Ma ewijk, M., Wuisman, I., De Cleyn, W., Timme s, J., Panapanaan, V. and Linnaen, L.
(2004), “A Phase-wise De elopmen App oach o Business Excellence: Towa ds an
Inno a i e, S akeholde -o ien ed Assessmen Tool o O ganiza ional Excellence and
CSR”, Jou nal o Business E hics, Vol.55, pp.83-98.
Ve dú-Jo e , A. J., Llo éns-Mon es, F. J. & Ga cía-Mo ales, V. J. (2004), “The concep o i
in se ices lexibili y esea ch: an empi ical app oach”, In e na ional Jou nal o Se ice
Indus y Managemen , Vol. 15, No. 5, pp. 499–514. Volbe da, H. W. (1996), “Towa d he
lexible o m. How o emain i al in hype compe i i e en i onmen s”, O ganiza ion
Science, Vol. 7, No. 4, pp. 359-374.
Volbe da, H.W. (1997), “Building lexible o ganiza ions o as -mo ing ma ke s”, Long
Range Planning, Vol. 30, No. 2, pp. 169-183.
Volbe da, H.W. (1998), Building he lexible Fi m. How o Remain Compe i i e. Ox o d.
Ox o d Uni e si y P ess.
Von Hippel, E. (1988), The sou ces o inno a ion, New Yo k, Ox o d Uni e si y P ess.
Vouzas, F.K. and Go zamani, K.D. (2005), “Bes p ac ices o selec ed G eek o ganiza ions on
hei oad o business excellence. The con ibu ions o he new ISO 9000.2000 se ies o
s anda ds”, The TQM Magazine, Vol. 17, No. 3, pp. 259-266.
Wu, L. (2006), “Resou ces, dynamic capabili ies and pe o mance in a dynamic en i onmen .
Pe cep ions in IT Taiwanese IT en e p ises”, In o ma ion and Managemen , Vol. 43, pp.
447-454.
Yousse , M.A., Boyd, J. and Williams, E. (1996), “The impac o o al quali y managemen
on i m’s esponsi eness. An empi ical analysis”, To al Quali y Managemen , Vol. 13, No.
6, pp. 813-825.
Zacca o, S.J., Gilbe , J.A., Tho , K.K. and Mum o d, M.D. (1991), “Leade ship and social
in elligence: linking social pe spec i eness and beha io al lexibili y o leade
e ec i eness”, The Leade ship Qua e ly, Vol. 2, No. 4, pp. 317-342.
Zahee , A. and Bell, G.G. (2005), “Bene i ing om ne wo k posi ion. Fi m capabili ies,
s uc u al holes, and pe o mance”, S a egic Managemen Jou nal, Vol. 26, No. 9, pp. 809–
825.
Zahee , A. and Zahee , S. (1997), “Ca ching he wa e. Ale ness, esponsi eness, and ma ke
in luence in global elec onic ne wo ks”, Managemen science, Vol. 43, No. 11, pp. 1493-
1509.
Zahee , A., McE ily, B. and Pe one, V. (1998), “The s a egic alue o buye -supplie
ela ionships”, In e na ional Jou nal o Pu chasing and Ma e ials Managemen , Vol. 34,
No. 3, pp. 20-27.
Zai i, M. (2002), “Beyond TQM implemen a ion. The new pa adigm o TQM sus ainabili y”,
To al Quali y Managemen , Vol. 13, No. 8, pp. 1161-1172.
View publica ion s a sView publica ion s a s