ABSTRACT
Nowadays, the issue of quality management is focused on the application of ISO standards. If a business obtains a certificate of the quality management system, the issue of quality management is more or less resolved. However, we forget that ISO standards are focused only on the internal processes and in any case, they do not resolve the whole issue of the complex quality management. External processes are decisive for the efficiency of management. The authors of this paper identify such a state a crisis of the quality management and they propose so-called creative quality management as a starting point. The article will contain the proposal of the quality management model in the context of new ideas and trends.
