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However, when the paper introduces cultural change as a mediating factor, the model's goodness of fit improves substantially, and all the relations are significant.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-heading\">Research limitations\/implications<\/jats:title><jats:p>The results reveal the power of cultural change to connect the diversity of the TQM practices and incremental and radical innovation. Further research is needed for a more comprehensive understanding of the role of cultural change in these relationships and to test the model in a longitudinal study.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-heading\">Practical implications<\/jats:title><jats:p>Managers can use the potential inherent in TQM to stimulate a paradoxical cultural context that favours innovation. This is especially relevant for enhancing radical innovation.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-heading\">Social implications<\/jats:title><jats:p>Given the extent to which TQM has been applied over the last 20 years, the social impact of this study is relevant, particularly in the current environment of economic crisis which calls for an increase in efficiency and innovation, adaptation and change.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-heading\">Originality\/value<\/jats:title><jats:p>The paper introduces a multidimensional analysis of TQM and a broad perspective of innovation. 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