6772 words 28 pages

1. Who are the stakeholders in this case? Which are primary, and which are secondary? What influence do they have?

Stakeholders for GlaxoSmithKline include the following: Employees; stockholders; creditors; suppliers; customers (both prescribing physicians and end users); retailers (domestically and internationally); activist groups (such as the Minnesota Senior Federation, the National Association of the Terminally Ill, the Coalition for Access to Affordable Prescription Drugs, the Massachusetts Senior Action Council, and the American Association for Retired Persons); foreign governments (such as the German Health Ministry and the European Union); federal, state and local governments and regulatory agencies (such as
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The AARP automatically sent magazines to any American over aged fifty, thus providing the organization with the means to easily communicate the organization's stance on the GSK situation.

Media. Examples of media organizations that influence GSK include newspapers such as the Wall Street Journal and the New York Times and television news networks. The media exerts its influence in two ways—through running paid advertisements (such as the one contained in the case) and through news coverage. The news media found the GSK situation to be appealing and provided significant coverage designed to shape public opinion. The news angle was imminently appealing—a large company depriving life giving drugs from poor elderly—and as the Wall Street Journal poll demonstrated, it was effective in swaying public opinion.

General Public. If the Wall Street Journal poll was representative of public opinion, the general public tended to discount the arguments advanced by GSK and to side with the elderly poor. People quoted in the case sided with the elderly that simply could not afford the medications they needed to stay alive. GSK was seen as a large company that was indifferent to the needs of its customers. While this stance might be tolerable to the public for other types of companies, it was viewed as unacceptable for a health care firm.
The case is strongly centered on the influence of the secondary stakeholders on GSK. Students may


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