In the twenty-first century markets and economic environments characterized by events like globalization and deregulation of markets, increasing customer requirements, and rapid technology transfer have presented challenges to most organizations. In response to these challenges, many companies have developed competitive strategies where innovation and quality play a crucial role. However, there is an apparent tension between TQM and innovation and the existing literature shows both positive and negative arguments about the influence of TQM in organization’s innovative capability. To conclude, by developing a conceptual model, the aim of this work is to clarify "how" quality management can positively influence the firm's innovation capability.