Points to discuss:
1. Why is "Voice of Customer" the starting point of everything a company does from the point of view of the Deming Award Framework?
2. The VP of Sales and Marketing (GC America) said that his company is more focused upon serving the customer needs by innovating new products rather than addressing the shareholder's concerns. Do you think it an exaggeration of the corporate philosophy by him?
3. Do you think GC America has basically aped the advertising model of Colgate-Palmolive that uses real dentists for promoting its toothpastes?