Case studies
Each case outlines the key events, organizational responses, and resulting impact, offering strategic insights into risk management, brand reputation, and executive decision-making.
Johnson & Johnson – Tylenol Cyanide Crisis (1982)
- What happened: In late September 1982, seven people in the Chicago area died after consuming Extra‑Strength Tylenol capsules that had been laced with cyanide
- Response: J&J issued a nationwide recall of ~31 million bottles (costing over $100 million), stopped production, halted advertising, set up hotlines, and coordinated with the FDA, FBI, and Chicago authorities
- Aftermath: They introduced triple‑seal tamper‑evident packaging, converted to caplets, used coupon programs to regain customers, and regained market share in under a year
- Legacy: The case is heralded as a textbook example of ethical and consumer‑first crisis management
