Buffl

Chapter 9: Ethical Leadership

CS
von Charlotte S.

The medicine X dilemma

You are the leader of a prominent pharmaceutical company that produces medicine X (paracetamol), which has been in the market for many years already. One morning, in city Y , a 12-year-old girl wakes up with a cold. Her parents give her a tablet of medicine X to ease her symptoms and, within hours, she dies.

Six more deaths follow in the same city —the connecting factor between them is having taken medicine X shortly before passing away. Shortly, authorities discover that the tablets were laced with cyanide, a chemical that interferes with the body’s ability to use oxygen. Your company has an ethical dilemma and a public relations disaster to contend with.

What do you do?

Recall: Managing legitimacy

Utilitarian view and out of a self-interest perspective (also in dem Sinne, dass es für das Unternehmen besser ist es aus den Shelves zu nehmen, weil die langfristigen Konsequenzen schlimmer sein können) —> taking it out of the shelves Deontologian view —> not take out of the shelves


What did J&J leader do?

Johnson & Johnson’s leaders acted quickly (CEO James E. Burke, 1982)

  • Pulled all Tylenol products off the shelves—31 million bottles worth over $100 million substantive alignment

  • Stopped all production and advertising substantive alignment

  • Partnered with the Chicago Police, FBI and FDA: perpetrator bought product,laced it with cyanide, and returned it to store shelves undetected stakeholder engagement

  • Offered a $100,000 reward and provided detailed updates on its investigation and product developments following the crisis symbolic alignment

  • Developed first-ever tamper-resistant packaging: “safety seal” that now covers the opening of most food and drug products was born substantive alignment/ stakeholder engagement


Author

Charlotte S.

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