INVESTIMENTO EM CULTURA DE QUALIDADE E LIDERANÇA POSITIVA COMO VETORES DE RETENÇÃO DE TALENTOS E CRESCIMENTO SUSTENTÁVEL NAS ORGANIZAÇÕES

The study analyzed the integration between quality culture and positive leadership as strategic vectors for talent retention and sustainable growth in organizations. The objective was to deeply understand how the combination of these two elements contributes to superior performance and corporate resilience in contexts of high competitiveness and volatility. A qualitative methodology was adopted, of exploratory and descriptive nature, based on bibliographic review and documentary analysis of organizational cases recognized for management excellence between 2019 and 2024. Data collection was carried out in academic databases and corporate reports, using content analysis to interpret the information. The results indicated that organizations aligning robust quality standards with positive leadership practices present talent retention rates up to 27% higher than the sector average, a 23% increase in profitability, and greater participation in continuous improvement initiatives. Greater resilience to crises and higher innovation capacity were also evidenced, demonstrating that the studied integration acts as a multiplier of strategic value. It is concluded that this management model, in addition to generating economic and operational benefits, strengthens organizational culture, promotes well-being and engagement, and consolidates institutional reputation, establishing itself as a comprehensive and long-term strategy. Keywords: Organizational culture. Positive leadership. Talent retention. Sustainable growth.