According to the literature, ISO 9000 certification motivations can be classified into two
main categories: internal motivations and external motivations. Internal motivations are
related to genuine organisational improvement goals (productivity, internal communication,
internal processes performance improvement), while external ones are mainly
related to promotional and marketing issues (customer and market pressures, market
share improvement). Some companies that become certified based mostly upon external
motivations defined their main goal as ‘obtaining registration’, and thus are of a very
limited nature in terms of quality management systems implementation and certification.