High quality standards, befitting the JMP image, can apply to service industries and retailers just as they can to manufacturers. In her vision, your CEO is shooting for ultimate dominance in the market niche, and she has directed you to lay the framework for ultimately achieving world class status in that regard. There are a couple of such quality frameworks that you know are well-respected and utilized: ISO and The Malcom Baldrige Award. Write a one page memo that briefly compares the two and recommend one for JMP to pursue.