IMD-2-0115 © 2005
Hooijberg, Robert; Björk, Stefan; Jennings, Vernon
Consumer advocates have made available a guide; which warn consumers about the exploitation of enzymes in laundry detergents and of genetic engineering in the enzyme construction. Steen Riisgaard; head of enzyme industry at Novo Nordisk; is extremely concerned in regards to the impact these warnings will have on his business. Steen is concerned because about 20 years before similar warnings were released by Ralph Nader about enzymes.
As a consequence of those warnings the company's income plummeted and Novo needed to lay off 700 people in Denmark. With the concern being that their way is being headed by bad experiences that are similar; what would you guidance Steen and his team to do?
Running A Profitable; Growing And Sustainable Business Novo Nordisk (A) case study solution
Subjects: Corporate social responsibility
Settings: Denmark; Pharmaceutical; 2004 sales: 29;000 million Danish Kroner; 20;250 employees; 1989
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