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ISO 9000: marketing motivations and benefits

Francis Buttle (Manchester Business School, Manchester, UK)

International Journal of Quality & Reliability Management

ISSN: 0265-671X

Article publication date: 1 December 1997


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.



Buttle, F. (1997), "ISO 9000: marketing motivations and benefits", International Journal of Quality & Reliability Management, Vol. 14 No. 9, pp. 936-947.




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