Total quality management (TQM) has been embraced by many organizations in the last decade. It is argued that TQM can achieve its full potential by the integration of TQM and other performance improvement techniques. Value analysis (VA), which focuses on product's function and cost, is proposed as a potential area for cross-fertilization. This paper seeks to explore the common areas between VA and TQM and suggests some possible ways to apply VA within the TQM process. The basic principles of TQM (customer focus, continuous improvement and teamwork) could be fully addressed by blending VA and various TQM tools and techniques such as quality function deployment and design for manufacturability. VA also serves as a mechanism which glues the TQM principles. Further work should be done to examine the possibility of integrating TQM, VA and other performance improvement principles and tools to assist organizations forging their competitive advantage. Copyright © 2000 Taylor & Francis.