Beechnut Case Analysis

2707 words 11 pages
Part I
The Beech-Nut case is primarily a case testing the behavioral ethics and decision processes of key stakeholders in the crisis. This case primarily gives an overview on different roles of the key players and their outlook toward the adulteration speculation. I would like to briefly introduce the key characters, their responsibilities, and issues faced by them in their communication strategy, all of which in the wake of the crisis formed a basis for a crucial decision-making by the CEO.
Peter Anderson
Role: President and CEO
Responsibilities: As the newly appointed CEO of Beech-Nut Nutrition Corporation Anderson was responsible for the following * Turning the loss making Beech-Nut into a profitable company * Increasing the
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It was also his duty perse to understand the situation and its different dimensions and then come to a fairer conclusion. The tension faced by Anderson is more Foundational/Situational where he has a moral obligation to follow a certain procedure while reacting to the demands of the crisis situation at hand.
Bruce McIntosh
Role: Head of quality assurance Regulatory Affairs Expert Chairman of the Recall Committee
Responsibilities:
* Ensuring all the products confirmed to quality standards of government as well as the company * To minimize the recall quantity of the food products by maintaining the testing quality standards of flavor, color and safety for the raw materials and finished products
Ethical issues in communication faced by McIntosh are listed as follows * McIntosh did not trust the detective story because according to him there was a possibility of the PAI test being biased against the Universal Juice company to support and push the domestic apple growers * McIntosh had doubts on the authenticity of the tests results given by PAI since they were not authenticated by the governing agencies and hence was unsure on whether to react to the reports of the detective and join a lawsuit against Universal * He did not appreciate Storer’s communication strategy of responding immediately to the crisis situation
McIntosh through his perspectives was following the foundational ethics of quality that Beech-Nut’s

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