ESJ Social Sciences www.eujournal.org 42 Transformational Leadership, Market-Oriented Culture, and Implementation of Total Quality Management Practices: Proposed Conceptual Model Desalegn Urgessa Yadeta Faculty of Business and Economics, Kotebe University of Education, Ethiopia Matiwos Ensermu Jaleta Mesfin Workineh Melese College of Business and Economics, School of Commerce, Addis Ababa University, Ethiopia Doi:10.19044/esj.2022.v18n12p42 Submitted: 03 March 2022 Accepted: 25 April 2022 Published: 30 April 2022 Copyright 2022 Author(s) Under Creative Commons BY-NC-ND 4.0 OPEN ACCESS Cite As: Yadeta. D.U. Jaleta M.E. & Melese M.W. (2022). Transformational Leadership, Market- Oriented Culture, and Implementation of Total Quality Management Practices: Proposed Conceptual Model. European Scientific Journal, ESJ, 18 (12), 42. https://doi.org/10.19044/esj.2022.v18n12p42 Abstract The focus of this study was to consolidate the existing knowledge on leadership, market-oriented culture, and TQM by proposing a conceptual model providing a starting point for researchers and practitioners seeking to implement market-oriented culture and TQM in organizations and offering suggestions for future research. A systematic literature review was undertaken to review works published on transformational leadership, market-oriented culture, and TQM practices. The review's key findings show that transformational leadership is required for successful TQM implementation and market-oriented culture in organizations and is critical to sustaining their improvement. This research is based on a systematic literature review of works published on transformational leadership, market-oriented culture, and TQM practices. Transformational leadership is critical for both market-oriented culture and TQM implementation success. There is a need to develop a new model of transformational leadership that encompasses the leadership behavior needed for both market-oriented culture and TQM.