Quality, cost, delivery (QCD), sometimes expanded to quality, cost, delivery, morale, safety (QCDMS), is a management approach originally developed by the British automotive industry. QCD assess different components of the production process and provides feedback in the form of facts and figures that help managers make logical decisions. By using the gathered data, it is easier for organizations to prioritize their future goals. QCD helps break down processes to organize and prioritize efforts before they grow overwhelming. QCD is a "three-dimensional" approach. If there is a problem with even one dimension, the others will inevitably suffer as well. One dimension cannot be sacrificed for the sake of the other two. Quality Quality is the ability of a product or service to meet and exceed customer expectations. It is the result of the efficiency of the entire production process formed of men, material, and machinery. Customer requirements determine the quality scope. Quality is a competitive advantage; poor quality often results in bad business. The U.S. business organizations in the 1970s focused more on cost and productivity. That approach led to Japanese businesses capturing a major share of the U.S. market. It was not until the late 1970s and the beginning of the 1980s that the quality factor drastically shifted and became a strategic approach, created by Harvard professor David Garvin. This approach focuses on preventing mistakes and puts a great emphasis on customer satisfaction. Quality basis David A. Garvin lists eight dimensions of quality: Performance is a product's primary operating characteristics. For example, for a vehicle audio system, those characteristics include sound quality, surround sound, and Wi-Fi connectivity. Conformance refers to the degree to which a certain product meets the customer's expectations. Special features or extras are additional features of a product or service. An example of extras could be free meals on an airplane or Internet access for a TV. Aesthetics refer to a product's looks, sound, feel, smell, or taste. Aesthetics are subjective; thus, achieving total customer satisfaction is impossible. For example, not all customers like the smell of a certain perfume. Durability refers to how long the product lasts before it has to be replaced. Better raw materials and manufacturing processes can improve durability. For home appliances and automobiles, durability is a primary characteristic of quality. Reliability refers to the time until a product breaks down and has to be repaired, but not replaced. This feature is very