Case Study Analysis and Solutions

Case ID: 109080

Abstract:
Case Solution & Analysis for Merck: Managing Vioxx (A) by Robert L. Simons, Kathryn Rosenberg, Natalie Kindred
This two-class case series allows 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 calculate the drug's lifetime expected value. Supplements are handed out in class as the story unfolds: (B) evidence of life-threatening side effects, (C) decision options, (D) announcement to withdraw Vioxx, (E) reaction by patients, shareholders, media, and regulators, (F) Merck fights back, and (G) wrap-up. At the end of the case series, students may conclude that doing the right thing sometimes requires very hard choices.

Keywords:
Business ethics, Crisis management, Decision making, Innovation, Leadership, Mission statements, Reputations, Risk management, Shareholder relations, Stakeholders, Merck Managing Vioxx (A) Case Solution

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