A estratégia da qualidade ou a qualidade da estratégia? Uma avaliação da adoção da gestão estratégica na norma ABNT NBR ISO 9001:2015

<p>Although the literature points out that quality management is closely linked to the strategic management of an organization, it is surprising that the pre-2015 versions of ISO 9001 - reference standard for the implementation of Quality Management Systems (QMS) - did not have mandatory requirements for linking quality management to organizational strategy. This study examines the new revision of the standard, published in September 2015, which incorporates new strategic management requirements aimed at reorienting organizations and their QMS into their business operations. In a first phase, a detailed verification of the changes of the standard proposed by the International Organization for Standardization (ISO), which expects a closer approximation of quality management to strategic management, was carried out. The work also sought to evaluate the implications of this review through the analysis of reviewers of the standard, consultants and auditors of certified companies. The analysis shows that the insertion of strategic management into ISO 9001 can leverage the degree of participation of top management in the effectiveness of QMS of certified companies, systematize strategic management as a routine in these companies and contribute with managers, auditors and consultants, in order to minimize potential impacts on the adequacy of its QMS.</p>