ISO system implementation in small and medium companies from new EU member countries: A tool of managerial and marketing benefits development

The article analyses processes of ISO quality system implementation in small and medium size companies in the new EU member countries. Being a managerial standard by its definition, ISO is important for companies not only in improving their management system an upgrading/sustaining quality of the output. As an internationally recognised and certificated system, ISO plays a significant role in developing international partnerships and developing overall competitiveness of enterprises. This is especially important for SMEs from new EU member-states, since they are relatively unknown to their international counterparts. Having a certified ISO system, such enterprises can speed-up development of partnerships and joining of international supply chains. This strongly influences motivations of ISO system implementation.On the basis of data that covers 8 years period in three countries, author argues that motivations to implement ISO system significantly differ from the benefits that are experienced after its implementation. Marketing and sales arguments play role of the main motivators before ISO system implementation, while managerial benefits are mainly stated as the most important after the system is implemented. The change of opinions is generated by the SME managers’ personal experience, which fills the gap between expectations and realities.