This paper opens up quality management discourse. A historical review trace
s quality control discourse before TQM appeared. It is argued that rather t
han 'Japanization', the challenge, paradoxically, is the westernization of
'foreign' / Japanese management technologies. To explore a conceptual possi
bility, the naming of TQM is scrutinized. When TQM is revealed as an arbitr
ary linguistic sign (de Saussure 1959), the limit of representation based o
n signified-signifier dichotomy becomes apparent. An arbitrary sign makes p
laying with substitutes possible (Derrida 1978). Specifically, de Saussure'
s sign-signified-signifier trichotomy allows three substitutions. In so doi
ng, a supplementary understanding of TQM is offered. The potential for reco
nsidering the emergence and transformation of other arbitrary signs (e.g. B
PR and HRM) in the management/organization discourse makes this seemingly p
erverse deconstruction of TQM worthwhile.