“…The majority of studies measure them using subjective measures (e.g., based on questionnaires) and few use objective indicators. Tsekouras, Dimara & Skuras (2002), Benner & Veloso (2008), Bayo-Moriones, Merino-Díaz-de-Cerio, Escamilla-de-León & Selvam (2011), Chatzoglou, Chatzoudes & Kipraios, (2015), Cândido, Coelho & Peixinho (2016), Murmura, Casolani, Liberatore & Vicentini (2018) Motives for adopting quality standards Internal (product quality, improve systematization, improve internal processes, improve employees' knowledge) and external (customer demand, improve image, improve competitive advantage, increase market share) motives Customer demand is a critical driver Some organizations seek quality certification due to external forces (e.g., customer demands) while others due to internal issues. There is no a clear evidence about the main drivers for seeking quality certification although both motives are related to benefits.…”