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In a highly competitive and globalised era, agile organisations proactively steer towards sustainability. This situation persuaded the organisations to align Quality Management (QM) initiatives to achieve sustainable outcomes. This study aims to explore quality–sustainability linkage, explicitly focusing on attaining the prestigious IAQ Quality Sustainability Award. Further it investigates, the impact of QM as a strategy for promoting sustainability to meet sustainable development goals (SDGs).

Due to the lack of substantial literature connecting QM to sustainability, the current research adopted an explanatory multiple-case study. Six cases were purposively chosen for the study. Three cases of those who have achieved the prestigious IAQ Quality Sustainability Award and remaining have been selected that have fallen short of receiving the award. A detailed within-case and cross-case examinations involving six cases that reported their QM achievements aligned with SDGs.

The findings demonstrate the significant role of QM adoption in achieving positive results from the perspective of SDGs, such as reduced environmental impacts, improved operational efficiency and enhanced quality of life. Effective stakeholder collaboration, proficiency in analytical tools and strategic alignment with SDGs emerged as critical success factors. Conversely, weak linkage with sustainability and unclear approaches were crucial challenges in attaining the IAQ Quality Sustainability Award.

This paper outlines essential commandments for organisations actively seeking to promote sustainability. It offers valuable insights for decision-makers, facilitating a profound understanding of the challenges and opportunities in pursuing sustainable performance.

The distinctive nature of this study lies in its dedicated exploration of the intricate relationship between QM deployment and its true impact on the achievement of the SDGs.

New product development (NPD) is necessary for business sustenance and customer satisfaction. Six Sigma and Design for Lean Six Sigma (DLSS) efficiently employ the repetitive stages for NPD, leading to quality performance and profitability. This study aims to map the quality performance through NPD attributes through the Lean methodology.

The data on NPD were collected from 267 respondents from manufacturing companies to map the relationship between Six Sigma and DLSS for NPD. Confirmatory factor analysis was employed to confirm model fit, while structural equation modeling was employed to analyze the empirical data for framework testing. The study included nine variables and fourteen hypotheses identified from the literature.

The statistical results of this study show that NPD attributes such as innovation, marketing, organization, customer, product and technology positively influence the Lean Six Sigma structured improvement process (LSSSIP) and DLSS. Moreover, integrating these attributes in Lean planning enhance quality performance. This empirical investigation's findings indicate that ten of the 14 hypotheses were supported, giving the study a strong foundation.

The data collection was limited to northern India; therefore, the results may not be generalizable to other areas of the world.

NPD involves handling technical issues and factors such as cost, operational bottlenecks, economic changes, competitors' strategy and company policy. This study helps understand the various NPD parameters and their relationship to Lean, which enables an effective NPD implementation strategy.

The current philosophy of NPD calls for a concurrent engineering approach; therefore, the entire organization must be part of this process. This study uses the holistic framework by optimizing NPD with Lean Six Sigma (LSS) principles. The study is unique in that, to date, research does not integrate NPD attributes with the objectives of LSS to develop an efficient NPD implementation strategy.