What does ISO 9001 emphasize companies must continually improve?

ISO 9001 emphasizes that companies must continually improve the effectiveness of their Quality Management System (QMS). This focus on continual improvement is a fundamental principle of ISO 9001, which aims to enhance customer satisfaction through the systematic management of processes. A robust QMS allows organizations to consistently provide products and services that meet customer and regulatory requirements while also continuously seeking ways to improve their performance.

Continual improvement within the QMS includes actions such as conducting regular audits, reviewing performance metrics, seeking feedback from customers, and implementing changes based on data-driven decision-making. By prioritizing the effectiveness of the QMS, organizations can increase their overall efficiency, adapt to changes in the market, and foster a culture of quality throughout the organization.

While the other options touch on important aspects of a business, they do not directly align with the primary emphasis of ISO 9001. The standard is specifically designed to enhance the quality management processes rather than other areas such as information security, production efficiency, or marketing strategies.