ISO 9001 certification motivations can be classified into two main categories: (1)
internal motivations; and (2) external motivations. Internal motivations are related
with genuine organisational improvement goals (productivity, internal communication,
process performance), while external motivations are mainly related to promotional
and marketing issues (customer and market pressures, market share). Some companies
that become certified mostly upon the basis of external motivations define their main
goal as ‘obtaining registration’, and thus typically adopt a limited view over the
scope of quality management systems implementation and certification.