Beechnut Case Analysis

2733 Words Jul 4th, 2014 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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In solving the issue of possible adulteration of the apple juice concentrate supplied by Universal Juice Company, Anderson was responsible for a huge force of sales and marketing, Plant Operations and the Heads of each of the functions at Beech-Nut Corp. In the wake of this crisis of the probable adulteration of the apple juice concentrate, Anderson according to me followed an unconventional route to solve this issue by undertaking the ethical perspective of Relationships as a center to the decision making process. At the very beginning, he called all the key stakeholders who he thought would give him first hand insight on the Friday afternoon incident. Rather than focusing on the steps ahead to solve the problem, Anderson tried focusing on handling the problem by understanding perspectives of different key members. As stated by May (2013) the result of following relationship ethics is such that

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