Total quality management (TQM) has been applied widely in developed countries, and now appears to many as a precursor of the broader concept of business excellence. By contrast, in developing countries ISO 9000 series standards have been the focus of quality management development, and TQM is a new and challenging concept. TQM companies are rare, and with few exceptions are subsidiaries of larger multinational organisations. Examines the progress of four Thai SMEs attempting to implement TQM over a two‐year period, assisted by a facilitator and a “model company”. Relevant literature is briefly reviewed and issues of particular relevance to SMEs discussed. The efforts, problems, barriers and progress of the companies are described. The relative success of the companies was found to be related in large part to management and information issues, which are discussed.