That's not a common term (at least as far as I know) so any response is probably going to be speculation.
My first thought is to remind all that quality is everyone's responsibility, so everyone needs to know how their activities affect quality. For example it is the responsibility of sales people to gather all customer requirements or nothing designed or made will be satisfactory. It is the responsibility of designers to appropriately design the product, including appropriate validation so the product is suitable for the customer's intended use. It is the responsibility of the builders / assemblers / fabricators / etc. to ensure they are building to the design.
This is somewhat simplified, as it is ever so much more complex, but it should give you the idea.
