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Total quality management in hotels is becoming more commonplace. But the meaning of total quality management (TQM) is often misunderstood. Presents an overview of TQM and a case study of quality processes in a US hotel company. Bergstrom Hotels of Wisconsin has been practising quality principles since 1989. What started out as a “quality commitment” has evolved into “continuous improvement”. Explains a variety of the tools used by Bergstrom, including the team process, data‐based decision making, and human resource support systems.

The purpose of this paper is to investigate how new technology-based firms (NTBFs) overcome established notions of scale and scope through business model innovation, leveraging the value from digitalization.

The study adopts an exploratory research design, drawing on a novel data set of 50 publicly available interviews with vertical farming (VF) industry leaders and insiders who represent 36 different organizations from North America and Europe.

The study develops a framework showing how NTBFs leverage the value from digitalization via a paradoxical approach combining both efficiency and novelty value drivers.

The study extends current theorizing on the desirability of a combined business model approach leveraging both efficiency and novelty from digitalization. Furthermore, the study is among the first to investigate the unique and highly technological context of VF.