Acceptable quality is a prerequisite for entry to your marketplace. A company whose products are not functionally and aesthetically satisfactory soon finds its products off its customers' must-have list. Joseph Juran, often known as the second American to preach the gospel of quality to Japan, advised them that quality must be embedded throughout their organizations. Juran defined quality as fitness for use ie, the product or service must fulfill the consumer's intended purpose. Fitness has five key dimensions: 1. quality of design, 2. quality of conformance, 3. availability, 4. safety, and 5. field use. The impetus for quality in Juran's opinion must be senior management. In fact, he attributed the success of Japanese manufacturers in the last third of the 20th century to their senior executives taking personal responsibility for quality. Juran believed that fixing poor quality in a product or a process requires total involvement. Put simply, quality is too important to be left to the quality department.