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Culture of Quality

Accelerating Growth and Performance in the Enterprise


A culture of quality starts with a common language that an organization uses to talk about how it meets the needs of its customers and ensures its customers or clients are satisfied.

Like all cultures, a quality culture is built around shared values and is embodied within the organizations. Those values are illustrated through the stories an organization tells about quality and the actions it takes to ensure everyone knows the importance of quality, from the governance to the measurement to the training.

When these stories, actions and value are instilled through every level of an organization, a culture of quality is created.

"Culture of Quality: Accelerating Growth and Performance in the Enterprise" explores the key components of a successful culture of quality. This first-of-its-kind global study offers actionable insight into how a quality-driven culture can accelerate business performance.


The insights found in “Culture of Quality: Accelerating Growth and Performance in the Enterprise” are derived from a survey that received 2,291 responses. Two segments were surveyed, one featuring Forbes Insights panelists and a second featuring ASQ members.

The Forbes Insights sample attracted C-suite and senior leadership respondents, whereas the ASQ sample was more diverse with few C-suite respondents.

In addition to varied personnel surveyed, company size, sector, and locations of headquarters also was wide-ranging.

  • Company size (revenues): Under $100 million (37%), $100 million to $249 million (10%), $250 million to $499 million (7%), $500 million to $749 million (8%), $750 million to $999 million (7%), $1 billion to $2 billion (10%), over $2 billion (21%)
  • Industry: Manufacturing (26%), financial services (11%), technology (11%), healthcare (10%), consumer goods (7%), industrial products (5%), transportation (5%)
  • Location of headquarters: U.S. (63%), Europe (12%), Canada/Mexico (9%), Asia/Pacific (7%), BRICs (4%)



ASQ logo

ASQ is a global community of people dedicated to quality who share the ideas and tools that make our world work better. With millions of individual and organizational members of the community in 150 countries, ASQ has the reputation and reach to bring together the diverse quality champions who are transforming the world’s corporations, organizations and communities to meet tomorrow’s critical challenges. ASQ is headquartered in Milwaukee, Wis., with Regional Centers in China, India, Mexico and a regional service center in the United Arab Emirates. Learn more about ASQ’s members, mission, technologies and training at asq.org.

Forbes Insights

Forbes Insights

Forbes Insights is the strategic research and thought leadership practice of Forbes Media, publisher of Forbes magazine and Forbes.com, whose combined media properties reach approximately 50 million business decision makers worldwide on a monthly basis. Forbes research conducts research on a host of topics of interest to C-level executives, senior marketing professionals, small business owners and those who aspire to positions of leadership, as well as providing deep insights into issues and trends surrounding wealth creation and wealth management. For more information visit www.forbes.com/forbesinsights.

Forbes Insights

Advisory Panel

Liu Zhuohui
Vice President
China Association for Quality

Fan Qing
Senior Manager of International Exchange Dept.
China Association for Quality

Dr. Kate Goonan
Associate in Health Policy, Massachusetts General Hospital
CEO, Goonan Performance Strategies LLC

Dan Afseth
Business Excellence Content Leader

Aleksandra Djordjevic
Product Leadership Business

Joal Teitelbaum
Joal Teitelbaum Escritorio de Engenharia

Kandy Senthilmaran
Worldwide Services Director
Microsoft Corp.

Paulo Sampaio
Professor of Quality Engineering and Management
University of Minho-Portugal

Roberto Saco
Apioria Advisors

Michael L. Swenson
Supplier Quality Senior Manager
Boeing Defense Space and Security

Rodney Donaville
Director-Quality Culture

E. David Spong
The Boeing Co.

Ernest Phoon Kok Sen
Senior Associate Consultant
IDSC Pts Ltd

Alex Yap
Principal Consultant and Trainer
Centrex Training and Consultancy

Cesar Diaz Guevara
Presidente Ejecutivo
Coporacion 3D Calidad

Elizabeth Keim
Managing Partner
Integrated Quality Resources