Why Quality Remains Strategic: A Reflection 16 Years Later

 

In November 2010, I published an article titled Why Is Quality Considered Strategic? (Calidad y Actitud: Porqué se considera estratégica la Calidad?) It was one of my early reflections on the relationship between quality, competitiveness, and organizational performance. Sixteen years later, in a far more complex global context, the question remains not only valid, but even more relevant.

Quality has not lost its strategic importance over time. On the contrary, experience has shown that quality is not merely an operational or tactical attribute, it is a strategic capability for organizations, public systems, and societies as a whole.

What We Said Then: Quality as a Competitive Advantage

Back in 2010, quality was considered strategic because it enabled organizations to:

·       differentiate products and services,

·       improve customer satisfaction,

·       optimize processes and reduce inefficiencies,

·       and build organizational credibility.

These arguments are still valid. What has changed is not the essence of quality, but the context in which quality must now operate.

What Has Changed: A More Demanding Global Context

Today’s environment adds new layers of complexity that make quality even more strategic:

1. ESG as a credibility driver

Environmental, Social, and Governance (ESG) expectations have transformed quality from an internal management concern into a matter of external trust. ESG performance requires measurable, verifiable, and auditable results. Without robust quality systems, ESG becomes a narrative rather than a credible commitment.

2. Technology, data, and artificial intelligence

Digitalization and AI now influence how decisions are made, risks are assessed, and performance is monitored. Quality must address new questions:

·       How do we validate AI-driven decisions?

·       How do we manage uncertainty and bias in data?

·       How do we ensure reliability in automated systems?

The classical principle “you cannot improve what you cannot measure” still applies, but measurement today demands greater rigor, interpretation, and governance.

3. Quality Infrastructure as a platform for trust

Quality is no longer only organizational; it is systemic. International standards, metrology, accreditation, and conformity assessment form a Quality Infrastructure that enables trust across borders. Without it, quality remains an intention. With it, quality becomes verifiable confidence.

4. Governance and ethics as part of quality

Ethics is no longer adjacent to quality, it is embedded in it. Standards such as ISO 37001 (Anti-bribery Management Systems) reflect a reality that was less explicit in 2010: quality without integrity is unsustainable. This is particularly evident in sensitive sectors such as health, public procurement, infrastructure, and technology.

What Still Holds—and What Must Be Added

What still holds true

·       Quality remains a competitive advantage.

·       It is essential for managing complexity.

·       It supports consistency, reliability, and trust.

What must be added today

·       ESG grounded in standards and measurement,

·       strong Quality Infrastructure,

·       ethical governance frameworks,

·       evidence-based decision-making,

·       integration of technology without losing human and societal perspective.

Why Revisit Quality Today

Because organizations operate in environments defined by:

·       increasing complexity,

·       higher stakeholder expectations,

·       accelerated technological change,

·       and multidimensional risks—technical, ethical, and social.

Strategic quality is not a luxury, nor a compliance exercise. It is a condition for resilience, legitimacy, and long-term performance.

Conclusion: Quality as a Way of Thinking

The 2010 reflection was not outdated, it was confirmed. What has evolved is the context. Quality today encompasses ESG, governance, technology, and systemic trust.

As I recently reflected in Calidad y Actitud, good ideas do not expire. They are revisited, refined, and reconnected with new realities. Revisiting why quality remains strategic is not about looking backward, it is about continuing a conversation that never truly ended.

César Díaz Guevara

Consultant in Quality, Strategy, and Innovation