Evolution of research themes in quality management: past, present and future perspectives from Portugal

Purpose This study systematically examines the evolution of quality management (QM) in Portugal by analysing historical, current and emerging themes. It compares these themes to reveal shifts in QM priorities over time. The research identifies key trends shaping the future of QM. Finally, it highlights the top ten themes vital for sustaining quality and achieving competitive advantage. Design/methodology/approach The survey was sent to 250 QM professionals working in Portugal, and 121 responses were received. After excluding 6 incomplete responses, a final sample size of 115 was obtained. Most respondents had 10–20 or over 20 years of QM experience, reflecting strong expertise and long-term engagement, particularly within the industrial sector. Findings The study finds that historically, QM focused on quality governance and structured practices, while current trends emphasise training in quality, innovation and human aspects. Future priorities include quality and sustainability, service quality and the integration of QM with environmental management and data science. A comparative analysis revealed a decline in interest in quality governance and a rise in leadership, supply chain quality and innovation. The study highlights ten critical QM themes for sustaining quality and competitive advantage, offering strategic insights for businesses, policymakers and academia. Research limitations/implications This study contributes to QM theory by mapping its thematic evolution in Portugal across historical, current and future perspectives. It advances existing knowledge by identifying shifting priorities from governance-driven QM to human-centred, innovation-led and sustainability-focused approaches. The study also introduces the novel intersection of QM and data science, emphasising data-driven decision-making. Additionally, it refines theoretical models by integrating emerging themes like sustainability and environmental management into QM frameworks. Originality/value This study offers a unique contribution by mapping the evolution of QM in Portugal, connecting its historical foundations, current practices, and future directions. It stands out as the first of its kind in the Portuguese context. Moreover, it identifies emerging intersections between QM and data science, presenting new perspectives for advancing QM research. Distinct from earlier studies, it incorporates sustainability, resilience and innovation within QM frameworks, thereby providing a strategic roadmap to enhance competitive advantage in Portugal's rapidly evolving business landscape.