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Publications
Publications
  • December 2019
  • Supplement
  • HBS Case Collection

The Business of Pain: Johnson & Johnson and the Promise of Opioids (B)

By: Erik Snowberg, Trevor Fetter and Amy W. Schulman
  • Format:Print
  • | Language:English
  • | Pages:5
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Abstract

This case is designed to provide an engrossing overview of stakeholder capitalism through a vigorous discussion of the conflicts that can arise when trying to serve multiple stakeholders. In 2007, Johnson & Johnson’s (J&J) subsidiary Janssen has to decide whether or not to launch a new opioid painkiller—the first such launch in 25 years—amidst growing concerns about opioid abuse in the U.S. The (A) case starts with the history of human interaction with opioids, the most effective painkillers known, from the Sumarians through the innovation of controlled release opioids, lead by Purdue Pharma’s OxyContin. By the time J&J is ready to launch a new opioid, this innovation has lead to increased opioid addiction, complicating the launch decision. Benefits to customers are now murky, employees may no longer feel the company is living up to its Credo, and society as a whole may be harmed. The (B) case summarizes the fallout of the opioid crisis, and how J&J’s participation in that crisis has affected their brand, and society.

Keywords

Opioids; Addiction; Business And Stakeholder Relations; Product Launch; Ethics; Society; Pharmaceutical Industry

Citation

Snowberg, Erik, Trevor Fetter, and Amy W. Schulman. "The Business of Pain: Johnson & Johnson and the Promise of Opioids (B)." Harvard Business School Supplement 720-423, December 2019.
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About The Authors

Trevor Fetter

Accounting and Management
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Amy W. Schulman

Technology and Operations Management
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More from the Authors

    • February 2021
    • American Economic Review

    Testing the Waters: Behavior across Participant Pools

    By: Erik Snowberg and Leeat Yariv
    • January 2021
    • Faculty Research

    A Short Note on Employment Law

    By: Amy W. Schulman
    • November 2020
    • Faculty Research

    Roll-Ups and Surprise Billing: Collisions at the Intersection of Private Equity and Patient Care

    By: Trevor Fetter and Kira Seiger
More from the Authors
  • Testing the Waters: Behavior across Participant Pools By: Erik Snowberg and Leeat Yariv
  • A Short Note on Employment Law By: Amy W. Schulman
  • Roll-Ups and Surprise Billing: Collisions at the Intersection of Private Equity and Patient Care By: Trevor Fetter and Kira Seiger
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