BENEFITS AND LIMITATIONS OF IMPLEMENTING THE ISO 9004:2018 STANDARD.

Purpose: The paper's main objective is to indicate the current state of knowledge regarding the results of implementing the ISO 9004:2018 standard, with a particular focus on identifying the potential benefits and limitations of its implementation. The study is in line with the research stream on improving quality management systems and striving for sustainable market success. Design/methodology/approach: The paper is based on a narrative literature review through analysis of the publications available in scientific databases. It was then combined with the method of scientific reflection. Findings: The paper highlights the opportunities that the implementation of the ISO 9004:2018 standard and its integrated self-assessment model offer to organisations. The analysis also revealed limitations associated with the implementation of the standard's recommendations. Practical implications: The research contributes to the development of knowledge in the practical application of the standard and the self-assessment model. It can serve as a reference point for practitioners and scholars interested in the aforementioned subject matter. Originality/value: The originality of the paper lies in its comprehensive analysis of the requirements of the ISO 9004:2018 standard, addressing significant issues both for the academic environment and practitioners in the field of quality management. The study highlights the benefits of applying the self-assessment model, and outlines the challenges associated with its implementation. [ABSTRACT FROM AUTHOR]