You have embarked on a quality program for the past three years. By all measures except one, it appears to be working. The only change is that your company’s share of the market isn’t growing. All of these could be factors, except

(a) your competitors are improving quality, just as you are.

(b) your marketing team isn’t getting the word out about your new quality, so customers don’t know about it yet.

(c) the industry’s whole market is shrinking.

(d) you haven’t extended the program to the customer through customer delight yet.