Purpose: This study analyzes the motivational factors for ISO 9001 certification in Bulgaria
from the internal/external motivations perspective, or the so-called dual model.
Design/methodology/approach: This study is based on a mixed method research approach,
which employed two interviews with experts in the field of quality management at the
exploratory stage, and a survey involving 127 companies at the descriptive stage.
Findings: This study claims that enhanced company image and competitiveness – an external
motivation - is the leading motivational factor for ISO 9001 certification in Bulgaria. At the
same time, our primary investigation reveals that Bulgarian firms are not predominantly
externally driven, for internal motivations including process improvement and product quality
improvement seem to be an important driver for ISO 9001 certification. Last but not least, this
research asserts that enhanced company image and competitiveness has a stronger impact on the
motivations for ISO 9001 certification than customer and supplier pressure, which is in line with
previous research works on developing economy economies such as Bulgaria. Finally, our study
indicates a moderate, yet positive correlation between motivations for and benefits of ISO 9001
certification. Social implications: This research work casts some light on the evolution of quality
management in Bulgaria since the end of communism, which can serve as an important
foundation for the better understanding of quality management in former communist
economies in general and Eastern European states in particular.
Originality/value: Derived from the acute gap between ISO studies in Western and former
communist economies, this research work presents one of the first official, international studies
in the field of ISO certification in Bulgaria, and more precisely, a paper describing the motives
for ISO 9001 certification among Bulgarian businesses.Peer Reviewe