Carneiro, Welington NorbertoMendonça Neto, Octavio Ribeiro deOyadomari, Jose Carlos TiomatsuDultra-de-Lima, Ronaldo Gomes2025-02-052025-02-0520241463-7154https://repositorio.insper.edu.br/handle/11224/7354Purpose – This article aims to understand the challenges and key takeaways of implementing total quality management (TQM) in a virtual organisation. Design/methodology/approach – An interventionist research (IVR) methodology combined with a qualitative critical event analysis was used to evaluate the challenges and concerns faced during the company’s adoption of TQM and understand the roles of the key players involved. Findings – Standard process tools such as desktop procedures (DTP), focused teams, and service-level agreements (SLAs) were fundamental to implementing TQM in the company. These processes require the right leaders, but external agents may also be influential, acting as accelerators of change in adopting and using management practices in small companies. Indeed, the researcher acted as a problem solver, bringing innovative solutions to the firm using a hands-on iterative approach. Practical implications – This research underscores the importance of critical success factors (CSF), such as employee engagement, training, and project management tools. These factors are not just important but crucial for the success of TQM in organisations seeking to adopt the industry’s best practices. Originality/value – This study, conducted as a virtual IVR for TQM implementation, provides novel insights for practitioners and academics. It elucidates the pivotal role of some quality management tools in the journey towards TQM and the role of both internal and external critical players in the process, particularly in small virtual organisations based on innovative business models.Digitalp. 1916 - 1942InglêsTotal quality managementSmall and medium-sized enterprisesVirtual organisationsRemote workInterventionist research approachjournal article10.1108/BPMJ-11-2023-0876