After reading the case Bayer, Ethics, and the Anthrax Scare: Leveraging National Crisis for a Public Relations Bonanza’ by Gringarten & Fernández-Calienes, pages 69-79, write a ca
After reading the case “Bayer, Ethics, and the Anthrax Scare: Leveraging National Crisis for a Public Relations Bonanza" by Gringarten & Fernández-Calienes, pages 69-79, write a case study using the Case Analysis Outline attached below.
Case Analyses Outline Template.docx Download Case Analyses Outline Template.docx
Gringarten, H.& Fernández-Calienes, R,. (2019). Ethical Branding and Marketing: Cases and Lessons. New York. Routledge Publishing. ISBN-978-1-13-833727-5
Submission Instructions:
- The paper is to be clear and concise and students will lose points for improper grammar, punctuation, and misspelling.
- The paper is to be 1000 words in length, current APA style, excluding the title, abstract and references page.
- No references required.
CASE ANALYSES (3 pages maximum):
Students are to use the Case Analysis Outline – suggested format – in the syllabus (see below) to review each assigned case.
I. Case Analysis Outline – Suggested Format
(a) Overview of major issues – describe the challenges/problems/issues outlined in the case. This section should be clear and succinct. You can make use of bullet points to describe the issues.
(b) Applications of key themes – elaborate what you have learned from the assigned case by directly relating/connecting the case to concepts and themes described in the different chapters.
(c) Analysis
Situational Analysis
External Environmental Analysis (Outside of the organization)
Economic, Social, Political, Technological opportunities and challenges
Internal Environmental Analysis (Specific to the organization)
Organization’s internal strengths, weaknesses, opportunities, and external threats
Describe the firm’s product, pricing, distribution/place, and promotion strategy (if applicable)
Market Analysis
Description of the target market including primary customers/target market
In analysis, you can also put down your own thoughts and opinions about the issues/challenges described in the case. You can bring in outside information (such as the latest news, articles, references to any calculations, charts, diagrams or graphs*). If applicable, you can also answer any questions at the end of each case. These questions can also be used as a guide to develop the other sections of your case summary/write-up.
(d) Recommendations
Development and Evaluation of Strategic Alternatives, Recommendation of the better Alternative, Implementation Techniques for Recommended Alternative (How, when, where, why).
Please note: If any of the above outline points are not applicable to your case, you can skip those points in your case write-up.
,
5 Bayer, Ethics, and the Anthrax Scare
Leveraging National Crisis for a Public Relations Bonanza
Hagai Gringarten
Introduction
On September 11, 2001, 19 terrorists associated with Osama bin Laden’s al-Qaeda group hijacked four planes and carried out suicide attacks. Two planes crashed into the World Trade Center towers, one into the Pentagon in Washington, D.C., and the fourth plane crashed in rural Pennsylvania due to heroic behavior of passengers and crew. The terrorists’ intended fourth target was the US Capitol. These terrorist acts killed more than 2,900 people and injured more than 6,000 people (History Channel, 2018; Hodge, 2002).
Check Your Understanding
Anthrax
Anthrax is a serious infectious disease caused by bacteria known as Bacillus anthracis. Anthrax is rare in the USA and can be found naturally in nature and animals. It is readily found in soil and is responsible for causing disease in livestock. It is not contagious, like the cold or flu, but people can get sick with anthrax if they come in contact with infected animals or contaminated animal products.
These coordinated terrorist attacks had a dramatic social-psychological impact on the US people that forever will be etched in memory and known simply as 9/11. It created an atmosphere of apprehension and uncertainty, and was one of the greatest crises in US history (Burke, 2005; The economic consequences of the new global terrorism, 2002).
About three weeks later on October 4, 2001, Florida health officials announced that Robert Stevens, a photo editor for American Media, Inc. had received a diagnosis of pulmonary anthrax. This extremely rare disease has a high mortality rate (Meyerhoff et al., 2004). This was the first such case in the USA in almost 25 years, and initially was attributed to natural sources. He died two days later on October 6, 2001, and almost immediately, the anthrax story became front-page news (Holmes, 2001).
Shortly thereafter, two Washington, D.C., postal workers died from inhalation-type anthrax. Other cases began to appear in New York, Connecticut, New Jersey, and Washington, D.C. Anthrax-tainted letters arrived at various government and media locations (such as the offices of Senators Tom Daschle and Patrick Leahy, and NBC anchor Tom Brokaw), causing great concern among postal employees, government officials, and media professionals.
Check Your Understanding
Bioterrorism
Bioterrorism is the intentional use of microorganisms to bring about ill effects or death to humans, livestock, or crops. The use of microorganisms to cause disease is a growing concern for public health officials and agricultural bodies.
Within two weeks, government officials realized these were multiple bioterrorism attacks. All Federal mail delivery in Washington, D.C., stopped, and mailrooms, congressional office buildings, and US Postal Service (USPS) closed and decontaminated its facilities for a period of several months at a cost of tens of millions of dollars. By the end of November 2001, anthrax-tainted letters stopped arriving at various locations, and the first bioterrorism attack on US soil in the twenty-first century seemed to have run its course (Center for Counterproliferation Research, National Defense University, 2002).
Government and US Public Response
Bioterrorism attacks were rare in the USA, and government readiness or lack thereof was based on rare historical accounts and modern risk assessments. In 1972, there was an effort to contaminate the water supply of several Midwestern cities. In 1984, salad bars in Oregon were contaminated with a form of salmonella, which resulted in 700 cases of food poisoning. The USA lacked experience in dealing with a large-scale psychological or physical bioterrorism (Hodge, 2002).
The effect of the first major bioterrorism attack on the USA in the twenty-first century was amplified by the September 11 attacks that occurred a few weeks earlier. The size, impact, and perspective of the two historical terrorist attacks on people in the USA were enormous in respect to monetary cost and psychological effect. Bioterrorism incidents pose more of a psychological threat than physical. While they are not very good at destruction, they do create public panic and loss of confidence in government (Moscrop, 2001).
In addition to the bioterrorism psychological effect, it was all learn-as-you-go for government, law, and health officials responding to the tragic events. Pulmonary anthrax was rare in the USA. This meant emergency room physicians lacked experience in diagnosing it accurately and in treating it properly, while government officials lacked experience in responding to such scenarios. Also, first responders initially lacked adequate resources and capabilities to handle such attacks. Health and Human Services (HHS) and Center for Disease Control (CDC) officials had difficulties providing information on how to identify and treat anthrax infected individuals (Wechsler, 2001).
The early cases were treated as isolated cases stemming from natural causes. Some were misdiagnosed. Initially, health officials failed to link the anthrax incidents, and it took about two weeks for a different picture to emerge. Investigators realized early on that someone was deliberately spreading anthrax spores. Given the proximity to the September 11 attacks, the early national consensus was that the anthrax attacks might be from a foreign source.
Check Your Understanding
Cipro
Cipro is the Bayer AG brand name for the prescription antibiotic ciprofloxacin. In 2001, it was the only FDA-approved treatment for anthrax. Today, it is a big seller for the treatment of a broad range of serious infections
Laboratories across the nation were inundated with test requests, and the CDC reported more than 125,000 tests within weeks of the initial discovery. Initial responses were at times inconsistent or inaccurate with the information coming from multiple federal, state, and local sources. The initial lack of information from the US government, the great deal of speculation by the media, and the psychological effect of bioterrorism attacks and the unknown perpetrator all exacerbated public confusion and panic.
Check Your Understanding
US Food and Drug Administration (FDA)
FDA: The Food and Drug Administration is the oldest comprehensive consumer protection agency in the US federal government. The FDA is responsible for protecting the public health by ensuring the safety, efficacy, and security of human and veterinary drugs, biological products, and medical devices; and by ensuring the safety of our nation’s food supply, cosmetics, and products that emit radiation.
The learn-as-you-go was fast, and government officials communicated with employees and the public with transparency and timely messages. This helped alleviate public concerns and reduce anxiety and fear among the public, while state and federal agencies gained experience with the response to such a massive incident. Investigators determine that the letters also posed a grave threat to postal employees and to anyone who came into contact with them. Office buildings, mail-processing centers, and other locations were closed and evacuated so the process of evaluation and decontamination could begin. At the time, the only antimicrobial drug approved by the US FDA for use in treating an infection due to a biological agent used intentionally, was the drug ciprofloxacin hydrochloride. Bayer AG of Germany marketed it under the brand name Cipro. The FDA approved it in 1987, and in 2000, it approved that particular medicine that specified effectiveness in treating inhaled anthrax (Enserink, 2001; Meyerhoff et al., 2004; Wechsler, 2001).
,
5 Bayer, Ethics, and the Anthrax Scare
Leveraging National Crisis for a Public Relations Bonanza
Hagai Gringarten
Introduction
On September 11, 2001, 19 terrorists associated with Osama bin Laden’s al-Qaeda group hijacked four planes and carried out suicide attacks. Two planes crashed into the World Trade Center towers, one into the Pentagon in Washington, D.C., and the fourth plane crashed in rural Pennsylvania due to heroic behavior of passengers and crew. The terrorists’ intended fourth target was the US Capitol. These terrorist acts killed more than 2,900 people and injured more than 6,000 people (History Channel, 2018; Hodge, 2002).
Check Your Understanding
Anthrax
Anthrax is a serious infectious disease caused by bacteria known as Bacillus anthracis. Anthrax is rare in the USA and can be found naturally in nature and animals. It is readily found in soil and is responsible for causing disease in livestock. It is not contagious, like the cold or flu, but people can get sick with anthrax if they come in contact with infected animals or contaminated animal products.
These coordinated terrorist attacks had a dramatic social-psychological impact on the US people that forever will be etched in memory and known simply as 9/11. It created an atmosphere of apprehension and uncertainty, and was one of the greatest crises in US history (Burke, 2005; The economic consequences of the new global terrorism, 2002).
About three weeks later on October 4, 2001, Florida health officials announced that Robert Stevens, a photo editor for American Media, Inc. had received a diagnosis of pulmonary anthrax. This extremely rare disease has a high mortality rate (Meyerhoff et al., 2004). This was the first such case in the USA in almost 25 years, and initially was attributed to natural sources. He died two days later on October 6, 2001, and almost immediately, the anthrax story became front-page news (Holmes, 2001).
Shortly thereafter, two Washington, D.C., postal workers died from inhalation-type anthrax. Other cases began to appear in New York, Connecticut, New Jersey, and Washington, D.C. Anthrax-tainted letters arrived at various government and media locations (such as the offices of Senators Tom Daschle and Patrick Leahy, and NBC anchor Tom Brokaw), causing great concern among postal employees, government officials, and media professionals.
Check Your Understanding
Bioterrorism
Bioterrorism is the intentional use of microorganisms to bring about ill effects or death to humans, livestock, or crops. The use of microorganisms to cause disease is a growing concern for public health officials and agricultural bodies.
Within two weeks, government officials realized these were multiple bioterrorism attacks. All Federal mail delivery in Washington, D.C., stopped, and mailrooms, congressional office buildings, and US Postal Service (USPS) closed and decontaminated its facilities for a period of several months at a cost of tens of millions of dollars. By the end of November 2001, anthrax-tainted letters stopped arriving at various locations, and the first bioterrorism attack on US soil in the twenty-first century seemed to have run its course (Center for Counterproliferation Research, National Defense University, 2002).
Government and US Public Response
Bioterrorism attacks were rare in the USA, and government readiness or lack thereof was based on rare historical accounts and modern risk assessments. In 1972, there was an effort to contaminate the water supply of several Midwestern cities. In 1984, salad bars in Oregon were contaminated with a form of salmonella, which resulted in 700 cases of food poisoning. The USA lacked experience in dealing with a large-scale psychological or physical bioterrorism (Hodge, 2002).
The effect of the first major bioterrorism attack on the USA in the twenty-first century was amplified by the September 11 attacks that occurred a few weeks earlier. The size, impact, and perspective of the two historical terrorist attacks on people in the USA were enormous in respect to monetary cost and psychological effect. Bioterrorism incidents pose more of a psychological threat than physical. While they are not very good at destruction, they do create public panic and loss of confidence in government (Moscrop, 2001).
In addition to the bioterrorism psychological effect, it was all learn-as-you-go for government, law, and health officials responding to the tragic events. Pulmonary anthrax was rare in the USA. This meant emergency room physicians lacked experience in diagnosing it accurately and in treating it properly, while government officials lacked experience in responding to such scenarios. Also, first responders initially lacked adequate resources and capabilities to handle such attacks. Health and Human Services (HHS) and Center for Disease Control (CDC) officials had difficulties providing information on how to identify and treat anthrax infected individuals (Wechsler, 2001).
The early cases were treated as isolated cases stemming from natural causes. Some were misdiagnosed. Initially, health officials failed to link the anthrax incidents, and it took about two weeks for a different picture to emerge. Investigators realized early on that someone was deliberately spreading anthrax spores. Given the proximity to the September 11 attacks, the early national consensus was that the anthrax attacks might be from a foreign source.
Check Your Understanding
Cipro
Cipro is the Bayer AG brand name for the prescription antibiotic ciprofloxacin. In 2001, it was the only FDA-approved treatment for anthrax. Today, it is a big seller for the treatment of a broad range of serious infections
Laboratories across the nation were inundated with test requests, and the CDC reported more than 125,000 tests within weeks of the initial discovery. Initial responses were at times inconsistent or inaccurate with the information coming from multiple federal, state, and local sources. The initial lack of information from the US government, the great deal of speculation by the media, and the psychological effect of bioterrorism attacks and the unknown perpetrator all exacerbated public confusion and panic.
Check Your Understanding
US Food and Drug Administration (FDA)
FDA: The Food and Drug Administration is the oldest comprehensive consumer protection agency in the US federal government. The FDA is responsible for protecting the public health by ensuring the safety, efficacy, and security of human and veterinary drugs, biological products, and medical devices; and by ensuring the safety of our nation’s food supply, cosmetics, and products that emit radiation.
The learn-as-you-go was fast, and government officials communicated with employees and the public with transparency and timely messages. This helped alleviate public concerns and reduce anxiety and fear among the public, while state and federal agencies gained experience with the response to such a massive incident. Investigators determine that the letters also posed a grave threat to postal employees and to anyone who came into contact with them. Office buildings, mail-processing centers, and other locations were closed and evacuated so the process of evaluation and decontamination could begin. At the time, the only antimicrobial drug approved by the US FDA for use in treating an infection due to a biological agent used intentionally, was the drug ciprofloxacin hydrochloride. Bayer AG of Germany marketed it under the brand name Cipro. The FDA approved it in 1987, and in 2000, it approved that particular medicine that specified effectiveness in treating inhaled anthrax (Enserink, 2001; Meyerhoff et al., 2004; Wechsler, 2001).
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