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A system model for ISO 9000 series of standards is proposed. It is based on the principles of system thinking. The author points out in the paper two system cycles that should be practised to make the system model visible: a system cycle on structure consisting of three tiers; and a system cycle on processes in links and loops spanning the structure. The system cycle on structure represents a long‐term performance management system, whereas the system cycle on processes in links and loops represents a short‐term performance management system. What keeps the quality management system going is the perennial and collective commitment.

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