Information Systems
College of Business Administration
University of Missouri - St. Louis
Buying a Car

A couple walks hopefully into a car dealership. When a salesman who stands by door waiting for his next target, asks what they are looking for, the couple says they are looking for a car that would meet both their requirements such as hybrid engine, GSP system, leather seats, bright color, and etc. the salesman starts to laugh and responds, "Are you kidding? We don't have cars like that!" The couple walks out the dealership. The next day, the man who is still furious about his visit to the dealership, decided to call the car company and complain about his yesterday's experience. He is also hoping that the company may have suggestion about a model that would fit their requirement. After ten minutes with one of the company's customer services representative, telling her his story, the rep. starts to laugh and once again explains that they don't make car that would fit his requirement. The man demands the reason. The customer rep. replies with scorn: "Because we are not making cars to meet your requirement, our customer is the shareholders.

Moral: The short fable illustrates, other than the arrogant of today's corporation philosophy, it also points out the futility of business meeting customer requirement. It could also be looking at a different angle that business cannot truly meet all the customers' requirement. Even though, customer's needs are important but cannot assume that customers understand their real requirement. Business should try to gather the most useful and common requirement.

These stories are adapted examples written in my class, IS 6840 (formerly MSIS 488).
© Vicki L. Sauter. All rights Reserved.

| UM-St. Louis Home Page | College of Business Page | IS Home Page | Analysis Home Page |

Page Owner: Professor Sauter (

© Vicki L. Sauter. All rights Reserved.