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ISO 9000 certification serves as an entré into the global marketplace. European firms have been the most prolific in obtaining ISO 9000 certification. The certification experiences of 11 European firms are described. On‐site interviews and questionnaires were used to identify: the obstacles encountered during the implementation effort; the impacts certification had on operational factors; and the ISO 9000 elements requiring the greatest resources. Results suggest that firms of different sizes, in different industries, in different countries have similar experiences with respect to the obstacles, benefits, and effort associated with ISO 9000 certification. This information may facilitate certification by companies in countries seeking to penetrate international markets.

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