Abstract
This research project was to investigate the motives for gaining an ISO 9001 certified quality management system in companies that serve the subsea sector of the oil and gas industries: is certification a strategic business tool or just a marketing badge? A literature review revealed that if implemented rigorously, ISO 9001 could deliver increased efficiency and improved business processes. Many authors stated that certification was gained principally to allow trading in the European and global markets, and, to gain entry to the Approved Vendors List of prospective customers. Primary research consisting of interviews with approximately 55 professionals across 12organisationsindicated that a majority agreed, stating that certification was gained for marketing purposes or to satisfy customer requirements. However many went on to say that their companies had subsequently realized the full benefits of ISO 9001. Therefore the motives for certification could be aligned. Secondary research also revealed that a number of firms operated an integrated management system. Findings of this project point to two conclusions. First, if ISO 9001 is implemented rigorously enough, companies can realize its benefits despite alternative reasons for gaining certification. Second, both motives for gaining certification can be aligned. This is a significant that is absent in the literature. All of the companies operating in this industry that were researched in this study had an ISO 9001 certified QMS. Because of the absence of publications on the use of ISO 9001 in the subsea sector of the oil and gas industries, further research into the possible alignment of the motives investigated in this project is warranted, and recommended. Additional areas for further research include integrated management systems rather than ISO 9001 quality management systems and limiting the scope of analysis to a current single subsea project, such as the Gorgon Project (Hatch 2013).
Highlights
ISO 9001 is designed as a business improvement tool, yet it is often adopted by firms as a marketing badge; the result can be ambiguous and problematic
The primary aim of this study is to investigate the motives for gaining an ISO 9001 certified quality management system (QMS) in firms that serve the subsea sector of the oil and gas industries
This paper argues against the view that implementation of an ISO 9001 certified QMS is only for the purpose of doing business
Summary
ISO 9001 is designed as a business improvement tool, yet it is often adopted by firms as a marketing badge; the result can be ambiguous and problematic. Firms within the subsea sector of the oil and gas industries, especially junior partners in the supply chain, sometimes seem to be more motivated to gain certification for the marketing awards as opposed to the business benefit (MSCM, Participant Observation 2012). In his own literature, John Seddon claims to have “built his reputation being anti ISO 9000” (Seddon 2002). John Seddon claims to have “built his reputation being anti ISO 9000” (Seddon 2002) He criticizes ISO 9001 certification, believing firms only gain certification because it will enable them to trade on the European and global markets. Hoyle (2009 p.1) asserts that certification will help an organization to achieve its goals; he offers one of these as being “to help make the business more profitable by reducing waste and streamlining its business processes.” Kemp (2006 p.92) emphasizes the benefits when he states that “quality management will assure and increase value for customers and firms.”
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