Financial Times: CEOs get a taste of the frontline experience

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"Ilma Nur Chowdhury, senior lecturer in marketing at the Alliance Manchester Business School, says companies should consider whether they have recruited an inclusive “dogfooding” team that reflects the different needs and backgrounds both of employees and customer groups. “You could see a firm trying to become much more socially responsible, trying to take into account diversity when they are engaging in this process.”

"She believes ill-thought-through dogfooding programmes can lead to problems such as staff fatigue and resentment [when workplace culture is an issue], but these can be avoided if employees are not forced to work extra hours and frontline personnel do not experience ad hoc disruption to their teams."