In response to a sharp decline in customer satisfaction, a multinational corporation has established a cross$-$functional Quality Improvement Team $($QIT$).$ The team consists of members from engineering, customer service, and product development. Their task is to identify the root causes of product failures and develop sustainable solutions. The company values continuous improvement and seeks to embed these practices into its culture through education and strategic trainAnalyse how the QIT can shape the company's culture to embrace quality as a continuous journey, not a destination.