This two-class case series enables students to stand in the shoes of CEO Ray Gilmartin during the unfolding stages of a reputational crisis. Merck's mission statement claims to "put patients first," but the company is widely criticized for putting profit before patient safety. The (A) case describes the discovery of Vioxx, a new arthritis drug, and asks students to compute the drug's life expected value.
Nutritional supplements are handed out in class as the narrative unfolds: (B) evidence of life threatening side effects, (C) decision alternatives, (D) announcement to remove Vioxx, (E) reaction by patients, shareholders, media, and regulators, (F) Merck fights back, and (G) wrap-up. At the end of the case series, pupils may conclude that doing the right thing sometimes requires quite challenging choices.
PUBLICATION DATE: April 20, 2009 PRODUCT #: 109080-PDF-ENG
This is just an excerpt. This case is about FINANCE & ACCOUNTING
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