IntroductionQuality continues to be something of a preoccupation among British management. Following the "quality route" has been a consistently promulgated response to the increasingly turbulent and competitive operating environments of organisations in a variety of sectors (Dale and Cooper, 1992; Oakland, 1989). There is little sign of a slowing down from the management gurus who appear to dominate this subject (Clutterbuck, 1995); although the prescriptive approach of much of the debate is being challenged by contributions from more critical perspectives (notably, Wilkinson, 1994;Wilkinson and Wilmott, 1995).This paper focuses on the processes involved in implementing quality in a specific context. It is distinctive in two respects. First, the operationalisation of quality that will be reported on here takes place within a small firm. Much of the literature on quality, from both a prescriptive consultancy orientation and a more sceptical approach, is based on the experiences of large organisations; the implication is that the lessons derived from such settings will be equally applicable to the smaller firm. This tendency runs the risk of neglecting the importance of the small firms to the working lives of an increasing number of the population (Storey, 1994); and it ignores the potentially distinctive social-management processes that are thought to prevail in small firms, notably, informality, employee relations and learning (Hendry et al., 1995;Holliday, 1995). Second, the emphasis is on the processes involved in implementing quality in a particular setting. The intention is not to provide a "how-to" guide; of more importance are the lessons that can be learned from a number of sources, including literature and the actual experiences of others, and how they can be incorporated into a particular setting, ATS Limited (the business of the first author).The concern with practice, critical reflection and organisational change is reflected in the choice of methodological approach, which is rooted in the action research paradigm. And the format of the paper reflects the particular stages of