- continuous improvement: to strive for improvement in everything the company does, to optimise and standardise all processes, to cut costs, and to motivate personnel. - Fact-based decision-making: to make decisions and act on the basis of an analysis of factual data on the characteristics of products, processes, and the state of the company’s Management system. - Mutually beneficial relations with suppliers: to create strategic partnerships that engage suppliers in the work of improving quality, and to reinforce mutual trust, respect and responsibility.