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This is the first of a two-case series (IMD-6-0227 and IMD-6-0228). Given the improved overall quality standards in effect nowadays, companies risk becoming complacent about quality issues. However with supply chains becoming longer and customers becoming more demanding, quality management continues to be a challenge to companies. This two part case series describes Nestle''s approach to quality management. The (A) case reviews three highly publicised incidents which occurred at Coca-Cola, Firestone and Snow Brand Milk Products recently and their dramatic impact on the company and top management. These incidents highlight the fact that quality must be seen from the total supply chain perspective with the main focus on quality in use. The case can also be used to study crisis management. A video ''IMD-6-0227-V is available to accompany the case series.