Integrating Quality Management Indicators into Market Sustainability: A Case Study of Ceramic Tiles
Integrating Quality Management Indicators into Market Sustainability: A Case Study of Ceramic Tiles

Author(s): Victoria Vlaikova
Subject(s): Economy, Business Economy / Management, Micro-Economics, Marketing / Advertising, ICT Information and Communications Technologies
Published by: Икономически университет - Варна
Keywords: market sustainability; composite index; quality management; ceramic tile industry; performance indicators
Summary/Abstract: Background and aim: Market sustainability is gaining importance even in traditionally stable industries such as the ceramic tile sector, where product renewal cycles are accelerating due to design trends, technological innovation, and evolving customer expectations. Although ceramic tiles generally exhibit longer life cycles than most consumer goods, increasing market saturation and competition require continuous innovation and quality improvement. This study aims to develop and test a methodological framework for assessing the market sustainability of ceramic tiles from the perspective of quality management. Scope: The research in progress is based on internal company data from two of the largest ceramic tile factories in Bulgaria, covering the period 2019–2025. It focuses on product clusters derived from EN 14411:2016 groups, further differentiated by size categories. Social and ecological dimensions are not included at this stage. Methods: A Market Sustainability Index (MSI) is constructed using eight indicators—Complaints, First Quality, Technical Parameters, Customer Satisfaction, Compliance with Standards, Production Frequency, Product Variation, and New Model Development Requests. Data normalization, statistical methods, and validation criteria such as life cycle length, sales dynamics, and geographic reach are applied. Results: Preliminary findings indicate the index differentiates product groups, identifies weaknesses, and highlights stable, long-life models. Conclusions: Market sustainability can be operationalized through measurable quality and performance indicators.Originality: The novelty lies in integrating quality management indicators into a Market Sustainability Index (MSI), bridging operational control and strategic market analysis. Practical implications: The index provides managers with a diagnostic tool for portfolio optimization, product improvement, and informed strategic decisions.

• Details
• Contents