Obstacles to the creation of attractive quality

Purpose – The purpose of the paper is to contribute to the solution, and understanding, of the current lack of activity concerning the development of practices, such as engineering methods, for the creation of attractive quality. The current situation is clearly problematic given the important positive effects assigned to attractive quality in the literature. Design/methodology/approach – First, different descriptions of attractive quality are examined in order to determine whether there is a common understanding of the concept. Second, the ability to manage attractive quality creation in accordance to a proactive ideal is approached by an examination of the current ability to predict the occurrence of attractive quality. Findings – Two obstacles that currently hinder the development of practices for attractive quality creation are identified. The first obstacle is the diversity of meanings given to the concept of attractive quality, resulting in confusion about what to obtain. The second obstacle identified is the current lack of valid explanations to the occurrence of attractive quality, resulting in an inability to develop proactive practices. Practical implications – The practical implications of bringing attention to, and overcoming, the two obstacles identified will potentially be substantial. A common attractive quality concept and valid explanations to the occurrence of attractive quality will constitute an essential base for the successful development of practices, such as engineering methods, for attractive quality creation. Originality/value – The paper contributes via the identification of two critical areas in need of intensified attention and future research in order to facilitate the sought‐after development of practices for the creation of attractive quality.