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This paper presents the results of the empirical study conducted in 68 Spanish firms which are following the implementation process of the Total Quality Management (TQM) through the EFQM excellence model, according to the Excellence in Management Club (the official representative and partner of EFQM in Spain which is a non-profit making organisation with the aim of being the reference and meeting point for organisations on their way towards excellence). The objective of this paper is to analyse the motivations that lead Spanish firms to implement the TQM through the EFQM. First a review of literature is provided, followed by methodology which consists of a descriptive analysis and factor analysis in order to determine the importance and the structure of these motivations. Finally, cluster firms and these groups are analysed to establish their profile by cluster analysis. The results show that the most important motivations that drive firms to implement the TQM through the EFQM are internal motivations. The structure of motivations in these firms is made up of three groups: internal reasons, external reasons of requirements, and external market reasons.
