ǂThe ǂundergoing changes in the present turbulent environment are based on innovation processes and flexibility of all the organizational structures and strategies as well as on quality. The ...understanding of quality is a prerequisite for any endeavour to achieve adequate levels of quality either in enterprises or in the national economy as a whole. Moder paradigms of quality bring forward the fact that the quality of products is not to be treated in an oversimplifield of generalized manner. This would, namely, hinder the creation and adoption of planned and systematic measures aimed at the establishment of the system and process of quality. The following conclusions are to be found among the recently developed viewpoints: quality can be specifically determined; suitability to standards alone does not guarantee quality; quality is always concrete and therefore measurable; waste and repair contribute only a minor part to the costs of unadequate quality; quality cannot be improved only by means of a more efficient quality control; low quality and relating difficulties are a consequence of the misunderstanding of quality; quality is a responsibility of every person employed in the enterprise; production without waste is possible; quality is an instrument of strategy; for the majority of markets and products quality is a precondition for trade; the quality of products depends on the state and developments in the national economy. The target of the marketing approach to modern business operation has shifted from product to consumer. The starting point for further research becomes, therefore, the consumer with his needs and demands, while the quality of products should be accordingly adjusted.
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