The dictionary defines congruity as significance: contract, harmony, or fitness.That definition may likewise be employed to define the ideal firm, just one where all of pieces of the firm are accountable for stability, and / or physical fitness . In that perfect industry, all facets of the firm meet together. Each component (section / function / task / etc.. ) ought to match the other, and with each other all of them function to construct the sum total. This means promotion creates the guarantees, and production / satisfaction keeps the promises, and also the administration manages all of it. For example, if the advertising section was creating a promotion, all aspects – the message, the newspaper, brand, the typeface, the look, feel, and texture – ought to be siphoned to maximize the efficacy of the message. To exemplify my point, an individual would choose various fonts to market a circus vs a mortuary.