The existing definitions of quality as well as the commonly known quality management rules frequently refer to the notion of customers' requirements and expectations. A quality product is a product which -neets customers' requirements best of all. It turns out, however, that organizations fulfill not only the already existing requirements. In order to boost sales some of them create new requirements or even impose them (not always in an ethical manner). This paper aims at identifying various quality strategies used by contemporary organizations. The author presents various strategies of developing requirements and imposing them on customers, as well as strategies based on mutual Learning processes.