Business Case Studies & Business Publications

Good Health or Wealth: Can They Coexist?...

Gentile, Mary, Ham...

Case

Good Health or Wealth: Can They Coexist? (A)

Gentile, Mary; Hamed, Sara; Shaaban, Yosra; Abutaleb, Soha; Nashaat, Dina; Alaa, Salma; Asar, Asmaa; El-Bassiouny, Noha

OB-1149 | Published February 28, 2015 | 4 pages Case

Collection: Darden School of Business

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This case is part of the Giving Voice to Values (GVV) curriculum. To see other material in the GVV curriculum, please visit http://store.darden.virginia.edu/giving-voice-to-values. Intense competition facing pharmaceutical companies in Egypt, just like their global counterparts, had given rise to a widespread phenomenon of ethically questionable practices aimed at increasing market share. These practices were performed by most players in the market. In the midst of all those external pressures to aggressively expand market share and maximize profitability, a holding company for biological products and vaccines decided not to blindly follow the flow by innovatively re-shaping their sales and marketing strategy. The target audience for this case is students at all levels from all specializations. It can also be used by any company facing any unethical competition in its particular industry. The case works well in sales and marketing courses, innovation, business ethics, corporate social responsibility, strategic management, change management, organizational behavior, and trainings offered to executives in their companies.

Teaching students and executives how to think outside of the box and apply creative problem solving with respect to ethical dilemmas; teaching students and executives the importance of flexibility in changing company strategy; teaching students and executives how to survive in the market without blindly following competition or going against values; teaching students and executives how to practice values-based leadership; teaching students and executives preservation of social and business welfare through proper allocation of resources.