Quality or qualities?

Javorcik seems to be unaware of the ability of domestic companies to engage in improving their qualities.

Another countable / uncountable problem, folks! Let’s take a look at some examples of each and think about differences in meaning.

Quality uncountable

This might refer to a high or low standard or standards. For example in the featured image for this post we could evaluate the quality of the bicycle (professional quality).

  • If you pay a lot of money for a product, you expect high quality.
  • High grade components ensure professional audio quality.
  • The high definition picture quality is stunning.

Quality countable

This is more about characteristic features. These may be personal, as in the qualities of the cyclist in our featured image (competitive, determined).

  • The relationship displays antagonistic yet loving qualities.
  • The team are demonstrating great leadership qualities.
  • He has such wonderful qualities deep down.

Characteristic features may also be material, as in the hat worn by our cyclist (comfortable, protective) and the bicycle itself (light, fast).

  • Every object around us has magnetic qualities.
  • A unique quality of the spider’s web is its strength.
  • They do not know how to distinguish with their senses the various qualities of different substances.

Conclusion

I think our writer was talking about the former meaning, in other words quality (uncountable) with reference to a standard that can be either high or low:

  • Javorcik seems to be unaware of the ability of domestic companies to engage in improving their quality.

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