Crisis Management: Is a New Prescription Needed?
Nigel Hollis
In 1982, Johnson & Johnson's Tylenol was the brand leader in the U.S. analgesic category. Then seven people died in suburban Chicago after taking Extra-Strength Tylenol capsules laced with cyanide, and many experts, including ad man Jerry Della Femina, predicted the demise of the brand. Thanks to Johnson & Johnson's deft handling of the situation, Tylenol not only survived, but regained market leadership, providing a textbook example of crisis management. But the world has changed since 1982. If the Tylenol poisonings occurred today, would the principles that guided Johnson & Johnson...