ISO 9000: marketing motivations and benefits

Francis Buttle*

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

155 Citations (Scopus)


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.

Original languageEnglish
Pages (from-to)936-947
Number of pages12
JournalInternational Journal of Quality and Reliability Management
Issue number9
Publication statusPublished - 1997
Externally publishedYes


  • Benefits
  • Costs
  • ISO 9000
  • Marketing
  • Motivation


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