The aim of the work is to summarize and systematize the factors of positive and negative motivation for the implementation of ISO 9000 standards in the quality management systems of Russian companies. The task is to develop recommendations that help reduce organizational resistance to the introduction of the philosophy of total quality management and the ISO 9000 standards based on it. The hypothesis of the study is that cases of lack of real benefits from the implementation of ISO 9000 standards are usually caused by a formal approach when to a certain extent, the letter is observed, but the philosophy of standards is not perceived. The study used the following methods: analysis of literary sources, collection and analysis of data on the implementation of standards of ISO 9000 series in specific enterprises. Results achieved: an analysis was made of the organizational resistance to the implementation of individual provisions and the philosophy of ISO 9000 standards, arguments of opponents of using these standards (based largely on the negative experience of their implementation: bureaucratization of quality management, lack of real benefits, etc.) were systematized, and recommendations that increase the loyalty of the internal environment of the organization in the process of introducing standards were proposed (additional training of personnel, their material incentives and introduction of positive experience).
