Page 5 - Short Cases 1 Faecal Recognition Teaching Note
P. 5
Case Rationale
This case study, Faecal Recognition, is a teaching case
based on class discussion. It providing some help and
interpretation of the information provided. It explores the
need to know what are true problems and what are
appropriate responses to them. Indeed it highlights the
need to know the customer and how to tailor a response
to customer needs. In effect it exposes the dichotomy
between product orientation and customer orientation,
between problem identification and solution generation.
Case Issues
Case issues range from questioning the understanding of
the problem confronting management to the
disproportionate response engendered by management.
Does management truly know the customer’s profile,
needs, desires and wants?
Does management have a realistic knowledge of what its
product offers and the psychogenic factors that influence
the customer use of it?
