The Ethical Company: Johnson & Johnson

Johnson and Johnson credo is described as not only an ordinary cooperate mission statement of the kind we are used to, but as the best credo in the cooperate world. The Associated press journalist Susan Todd (2004) indicted that while most companies’ credos are directing and without heart and soul, it was not so with Johnson & Johnson credo. The credo demonstrated well the meaning of cooperate social and moral responsibility, a quality lacking in most organizations as they are often profit focused. It is clear that the credo is not just an additional decoration within the company walls and offices, as the aspirations and the spirit of the credo are made a reality in the day to day dealings of the company executives and employees. This was exemplified during the Johnson & Johnson crisis of the Tylenol laced cyanide in 1982 whereby apart from reiterating the credo, the CEO recalled all the bottles of the existing Tylenol, irrespective of whether they were contaminated or not. This was even done before the source of the contamination was determined. This demonstrated the heart and the soul part of the credo and sent a clear message that it was not the business that mattered most, but rather the customers. Frandray (2000) rightly described Johnson & Johnson as the ethical company. There are very few companies that can fit this description. Most decisions taken by the company executives are more guided by profits than credibility and customers. It goes without saying that the cooperate world should emulate Johnson & Johnson and move beyond having nicely worded vision and mission statements to demonstrating it by actions.

I have observed companies with nice looking and worded credos but their business dealings with customers leaving so much to be desired. This is often mostly the case in Africa where customers are taken for granted because they are not as enlightened on their rights as western counterparts. It would be very interesting to hear how Johnson and Johnson ensures that the standards maintained in developed countries are the same ones maintained in developing countries such as in Africa. I have noted the presence of Johnson & Johnson in Zimbabwe and South Africa and it would be very interesting to note issues that may have occurred in these regions and how they were addressed.