Today, many European companies already have a positive quality image, mainly because of superior craftmanship, technological excellence or product exclusiveness. Others have adopted quality management as their principal strategy for enhancing or improving market position and financial results. Despite these facts, quality management is not yet a total societal strategy in Europe, as it is in other parts of the world. Major European companies are still importing quality management professionalism, using consultants and courses from Japan and America. But the need to look abroad is diminishing. Governments are taking the initiative to develop national quality campaigns. Business schools and universities are becoming more committed to quality management training. European organisations and consultancies for quality management are enjoying increasing popularity. And perhaps most importantly, European managers themselves are demanding total quality professionalism, thus creating a market for education and support services. Europe is developing its own way, based on its cultural heritage, government support, professional organisations and education. This movement is led by industry.