Case | HBS Case Collection | January 2004 (Revised May 2008)

Johnson & Johnson's Corporate Credo

by Thomas R. Piper


No corporate credo is better known than that of Johnson & Johnson. Describes the history of the credo, including the credo challenge initiated by the CEO, James Burke, in 1975 and the role the credo played during the Tylenol poisoning crisis.

Keywords: History; Mission and Purpose; Goals and Objectives; Corporate Accountability; Reputation; Crisis Management; Corporate Governance; Management Teams;


Piper, Thomas R. "Johnson & Johnson's Corporate Credo." Harvard Business School Case 304-084, January 2004. (Revised May 2008.)