Activities

1. Despite the deaths of seven customers, some positive aspects emerged from the Tylenol case in the USA. What advantages were gained as a result of the case for:
   • Johnson & Johnson
   • Their customers
   • The wider public
2. Given the problems experienced by Perrier over the benzene contamination incidents, it's clear that an open policy is best in dealing with product safety fears. Imagine you work in the public relations department of the company. Design a press release which could have been written in 1990 at the very outset of the story. Remember that in product safety cases it's important that firms are:
   • Open with the public
   • Clear about the facts
   • Reassuring about their response
   • Committed to take action, however minimal the risk to public safety
3. Looking at the Nestle-Waters Web site, how have the company managed to deal with the fall in popularity of the Perrier brand?
4. Compare bottled water consumption data (available from the Nestle-Waters site) for North America and Europe. Comment on the differences in demand for bottled water in the two regions.
5. Look at the difference between consumption levels of bottled water in Britain and continental Europe. How can you account for the difference in demand in these two areas?
6. Create a list of arguments for and against openness by the bosses of business organisations such as Newcastle United FC, Ratner's and Barclays Bank. Can it ever be right to share unsavoury opinions with the buying public? What advantages might the chief executive of Barclays gain as a result of his 'openness'?