Correspondence among the Principles of ISO 9001:2015, ISO 9004:2009 and TQM Principles

In current situation, Moroccan companies, especially SMEs are committed to providing products and services which respect and satisfy all expectations of customers and concern parties, in order to survive in a competitive environment. And to achieve this, the company should adopt a total quality concept through TQM approach. This concept is new and less adopted in Morocco, Objective of the current article, to present a roadmap for an SME company from certification of ISO 9001-2015 to implementation of TQM. This article explores a comparison between ISO 9001 and ISO 9004 with TQM principles, and also verify using ISO 9004 version 2009 as a tool of sustainable performance & establishment of TQM approach.