Qualitative study of Q4.0 awareness, challenges, readiness and core skills: a Middle East perspective

Purpose This study explores the underexamined concept of Quality 4.0 (Q4.0), an evolution of digital quality management rooted in Industry 4.0 (I4.0). The study investigates its awareness, benefits, challenges, readiness factors and core skills in the Middle East. Furthermore, the article provides a conceptual framework guiding organizations interested in Q4.0 adoption in the region. Design/methodology/approach A qualitative approach involving 14 semi-structured interviews with quality management experts was adopted. Data were analyzed using the constant comparative method, resulting in a conceptual framework that delineates key aspects of Q4.0 implementation. Findings Results reveal that limited strategic vision, leadership commitment, resistance to change and inadequate digital infrastructure impede Q4.0 adoption, while robust digital structure, adaptive management styles and a change-friendly organizational culture are critical readiness factors. Both technical and soft skills, including data analytics, AI, communication and leadership, emerged as essential for effective integration. Research limitations/implications The focus on the Middle East may limit broader generalizability. Relying on qualitative research introduces potential interviewer bias. Lastly, excluding customers, suppliers or regulators limits the understanding of the Q4.0 ecosystem on a holistic level. Practical implications Managers can utilize the proposed framework to evaluate organizational readiness, guide resource allocation and design targeted skill-building initiatives. The insights also support strategic investments in digital infrastructure and change-management processes. Originality/value By situating Q4.0 in a Middle Eastern setting, this study extends digital quality management literature, offering region-specific insights and a foundation for future research beyond predominantly Western-focused investigations.