Juhani Anttila
Venture Knowledgist Quality Integration
Helsinki, Finland




Recognizing an organization as a quality organization, and continual reinforcing such an identity of the organization, are the key issues to ensure business competitiveness and success. The top management has the major role in formation and continuity of the organizational identity.

General international standardization is based on the collaboration of international experts and a broad global consensus in order to produce generally beneficial knowledge for organizations and society. Hence, it cannot explicitly take into account single organizations’ particular needs and characteristics. Management systems standardization is an important area of standardization, and it considers many specialized areas of knowledge that at the moment are crucial for the organizations’ effective and efficient management. In this paper we have focused our consideration on quality management standardization.

In this paper we deal with an organization’s identity from conceptual, organizational, business, managerial, and people’s knowledge and awareness point of view. We have placed particular emphasis on the strengths and growth of the identity. We also consider challenges of the strong and weak identity, and suggest that by means of business integration can the organization not only avoid eroding its identity but even reinforce it through implementing quality management and using management systems standards creatively.

[This text was prepared together with Kari Jussila, and presented at the quality symposium in Zagreb, Croatia in 2014.]