Abstract This study investigates the financial impact of ISO 9001 certification and recertification on Moroccan publicly listed firms. Using a longitudinal panel of 19 continuously certified firms (88 firm-year observations, 2015–2024) and a matched sample of non-certified firms, we estimate fixed-effects and dynamic panel (GMM) models for ROA and ROE. Results show that certification tenure is associated with modest but significant improvements in financial performance. However, repeated recertification cycles yield no direct cumulative gains. Most importantly, corporate liquidity emerges as a powerful moderator: the positive effect of both certification tenure and recertification is statistically significant and economically large only among firms with strong liquidity positions (exploratory H6 supported). Sectoral heterogeneity and asset turnover effects are insignificant. These findings indicate that, in the Moroccan emerging-market context, ISO 9001 certification functions primarily as a performance catalyst rather than a universal driver. Its financial benefits materialise only when firms possess sufficient financial slack to sustain quality system investments. The study thus extends the quality management literature by identifying liquidity as a first-order contingency factor and provides actionable guidance for managers and policymakers in emerging economies.
Saadouni et al. (Sun,) studied this question.