Quality as a Competitive Advantage

  • 9 February 2022
  • 3 replies
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I’m interested in hearing examples from the field. How does your company view quality as a competitive advantage? 


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From the perspective of a start-up, many investors want to ensure that you are developing products and technologies that are comply with the appropriate standards and regulations.  Without that quality mindset, a company may have an amazing, novel product that will not be commercially viable if it cannot stand up to the rigor of the FDA and other regulators from a product submission and/or quality management system audit.  

From a mergers and acquisition perspective, when I have assessed a medical device company that has a novel technology my organization wanted to acquire, my responsibility with the M&A activities was to determine if a culture of quality existed within the company and gauge the maturity of the quality management system.  Big medical device wants the novel technology, but if it comes at a cost of low quality being acquired, many times, it is walked away from, or the terms of the deal change drastically, as there is a lot of cost associated with remediation to bring a product to compliance. 

It has always been regarded as a need, and often is hard to transform into an advantage. From a marketing perspective, it is hard to show a competitive edge based on quality. The main reason, to my mind, is that you need to ´trash´ your competitors with highlighting recalls and quality misconducts.

As Adam mentioned, I agree that it is a key to build trust with investors and streamline any potential M&A activity.

Last thought, is there any specific new quality process or product implementation that increases your quality or maintains it… maybe that could become generate some ´bells and whistles´.

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It has always been regarded as a need, and often is hard to transform into an advantage. From a marketing perspective, it is hard to show a competitive edge based on quality. The main reason, to my mind, is that you need to ´trash´ your competitors with highlighting recalls and quality misconducts.

As Adam mentioned, I agree that it is a key to build trust with investors and streamline any potential M&A activity.

Last thought, is there any specific new quality process or product implementation that increases your quality or maintains it… maybe that could become generate some ´bells and whistles´.

@Uri Fligil  If I’m allowed to go outside the realm of medical devices for a moment, when I think of “Quality” companies I think of companies like Apple electronics, Moo business cards, or Tesla. It’s probably not possible to completely ignore your competitors, but companies that LEAD instead of simply following competitors and and trying to do it better are the ones that I think really pull it off when it comes to quality.

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