Page 17 - CL Armchair Case

PHISSONS: RATIONALE

The Phissons case study is to all intents and purposes a

simple case with one primary issue – launch or withdraw the

new drug. The consequences of each action should be

explored which will require an examination of the ethics of
the situation, the financial implications for the company, the

reaction of board members, the implications for

shareholders and so on.

For use in the class I started with setting up groups to take a

position and defend it. These included groups of:

- Management

- Customer groups

- Shareholders
- Press

- Other Stakeholders

Each group was given a brief e.g. the management team
were asked to take a functional role each and explore the

impact of the primary issue on their function. These

decisions would then be presented to the board and CEO.

Likewise, the other groups representing the shareholders

etc. were given a brief to explore what impact the primary

issue would have on them and what they would decide.