Case Number: 5-304-507, Year Published: 2012, Revision Date: September 05, 2012
Crisis Management, Decision Making, Health Care, Reputations
Global healthcare giant Baxter International Inc. was the leader in the $7 billion market for the development, manufacture, and global distribution of dialysis products. But its dominance was threatened in late 2001, when patients with end stage renal disease all over the globe began dying within hours of using Baxter's dialyzers. Harry Kraemer, the CEO of Baxter, had shaped the company culture around three values—respect, responsiveness, and results—and emphasized that all employees' decisions and actions be informed by these values. How would Baxter respond to this crisis in keeping with the company values?
After reading this case, students will be able to: • Understand the strategic and reputational nature of crises • Understand the challenges of managing a crisis, whether the company is at fault or not • Learn the requirements for building trust in a crisis
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