ISO 9000: marketing motivations and benefits

Reports a survey of the largest‐ever national survey of the international quality management system, ISO 9000 (BS EN ISO 9000), which has been installed in 95,000 companies internationally. Specifically, reports the marketing considerations which motivate companies to seek certification and the marketing benefits which accrue from certification. Mail surveys were carried out on 4,250 certificated organizations; 1,220 (28.7 per cent) responded. Marketing considerations were secondary in seeking registration, and outcomes related to profitability and process improvement were more highly valued than marketing benefits.