This two-tier Fall Series allows students in the shoes of CEO Ray Gilmartin during the development phases of a reputational crisis are. Merck’s mission statement says, “put patients first”, but the company is widely criticized for implementing 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 issued in the class as the story unfolds: (B) the detection of life threatening … Read more »

This two-tier Fall Series allows students in the shoes of CEO Ray Gilmartin during the development phases of a reputational crisis are. Merck’s mission statement says, “put patients first”, but the company is widely criticized for implementing 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 issued in the class as the story unfolds: (B) Detection of life-threatening side effects, (C) choices, (D) notice Vioxx withdrawal, (e) response in patients, shareholders, the media and authorities, (F) Merck successfully and (G) wrap-up. At the end of the case series, students may find that doing the right thing sometimes requires very tough decisions.
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from
Robert L. Simons,
Kathryn Rosenberg,
Natalie Kindred
Source: Harvard Business School
11 pages.
Release Date: 20, April 2009. Prod #: 109080-PDF-ENG
Merck CEO Vioxx (A) HBR case solution

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