In my opinion, they differ. Quality objectives and planning run parallel with business objectives and planning, with quality objectives being obviously more customer focused, while business planning tends to lean towards the financial management, marketing, and profitability of an organization. Balance it out, then you're hittin on all cylinders. ISO 9001 doesn't guarantee profitability. When not implemented correctly, it can be a large expense. ISO 9001 really doesn't touch on marketing and profitability very much, just pleasing the customers that you already have, but your strategic business plan better!