PurposeBuilding on the sociotechnical systems theory (STS), the purpose of this paper is to investigate the direct impacts of the social and technical QMs (ISO 9001) practices on both incremental and radical product innovation and the direct relationships relaying QMs (ISO 9001) as a sociotechnical system with incremental and radical product innovation.Design/methodology/approachThe paper opted for a survey instrument to collect quantitative data from 82 Moroccan certified ISO 9001 firm. A partial least squares structural equation modeling (PLS-SEM) was used to test the research hypotheses.FindingsResults show that the social and technical QMs (ISO 9001) practices do not have a significant relationship with incremental and radical product innovation when they are taken in isolation. However, when ranged together to constitute a whole sociotechnical system of QMs (ISO 9001), QMs (ISO 9001) prove to have a strong positive and significant impact on incremental product innovation and a weak positive and significant impact on radical product innovation.Research limitations/implicationsBecause of the small sample size that might weaken the significance of the results and the use of cross-sectional data, this research may lack a large statistical generalizabilityvis-à-visthe analytical generalization.Practical implicationsThe results provide useful implications for managers, suggesting that in order to develop their product innovation, they must ensure that both QMs (ISO 9001) social and technical practices achieve a high level of integration without allowing some quality practices to take over.Originality/valueBased on the STS, this study is the first to focus primarily on the role of the multi-dimensional structure of QMs (ISO 9001), i.e. social and technical practices, in incremental and radical product innovation.