Essays on Strategic Management - Case of Glaxo Smith Kline Case Study

Download full paperFile format: .doc, available for editing

The paper "Strategic Management - Case of Glaxo Smith Kline" is a delightful example of a case study on management. On a daily basis, human beings are faced with almost 5,000 adverts where companies are attempting to persuade consumers that can actually satisfy their needs (Mannion 2005, p. 54). Consumers have become rigid and can never be treated with conventional advertising as companies used to do a few tears back. It takes a creative and innovative company to convince customers to purchase its products. Jiwoong & Sudhir (2010, p. 673) states that advancement in technology and era of information has made people more informed than before and can be lured with dubious ads.

For that reason, companies must not just create ad directors but must also produce ads that reflect the quality and content of their products. This is the only way they will be able to create customers' expectations and satisfaction. Unfortunately, some companies have been overwhelmed by competition and now create an advert that does not match the quality and satisfaction they purport to offer (Mannion 2005, p. 57). Glaxo Smith Kline is one of the companies which had found itself in the corridors of justices as consumers sued it for advertising and selling a product that does not provide the value.

For that reason, this essay will analyze the actions companies take to avoid the reputational and legal situations. 2.0 Overview of the problem Glaxo Smith Kline is a pharmaceutical well-recognized manufacturing company which currently ranked six based on the revenue. However, in recent years, it has received criticisms over its adverts which are different from what they offer. One of the controversies the company is manufacturing Ribena without Vitamin C.

In 2004, two schoolgirls from New Zealand, Jenny Suo and Anna Devathasan conducted a high school lab experiment to test for the Vitamin C traces (Jaques 2008, p. 395). In the experiment, they use Ribena made by Glaxo Smith Kline which demonstrated no Vitamin C traces. This is contrary to the company advert which claimed that … the blackcurrants in Ribena have four times the Vitamin C of oranges. " After the findings, the two girls wrote to GSK seeking more answers but the company did not bother to respond.


Barton, L 2001, Crisis in Organizations II, South Western

Bentley, J.M, 2015, Shifting identification: A theory of apologies and pseudo-apologies, Public

Relations Review Vol. 41, pp.22-29

Eames, D 2007b, Judges Orders Ribena to Fess Up, NZ Herald.

Frandsen, F & Johansen, W 2010, Apologizing in a globalizing world: crisis communication

and apologetic ethics, Corporate Communications: An International Journal, Vol.15, No.4, pp.350-364.

Foxall, G 2005, Understanding Consumer Choice, Basingstoke, Palgrave Macmillian.

Grebe, S.K 2013, Things can get worse: How mismanagement of a crisis response strategy can

cause a secondary or double crisis: the example of the AWB corporate scandal, Corporate Communications: An International Journal, Vol.18, no.1, pp.70-86.

Henneberg, S 2006, Customer Relationship Management, Journal of Relationship Marketing,

Vol. 4, no.3, pp.85-104.

Hearit, K. M & Brown, J 2004, Merrill Lynch: corporate apologia and business fraud. Public

Relations Review, Vol.30, pp.459-466.

Ignatieff, M 2004, The Lesser Evil: Political Ethics in an Age of Terror, Princeton University


Jaques, T 2008, When an Icon Stumbles – The Ribena Issue Mismanaged. Corporate

Communications: An International Journal, Vol.13, no.4, pp.394-406.

Jiwoong, S & Sudhir, K 2010, A Customer Management Dilemma: When Is It Profitable to

Reward Your Own Customers? Marketing Science, Vol.29, no.4, pp. 671-689.

Laura, T & Melewar, T.C 2005, Top of mind. Corporate reputation and crisis management:

the threat and manageability of anti-corporatism, Corporate Reputation Review Vol.7, No.4, pp. 377-387.

Majid, S & Kowtha, R 2008, Utilizing Environmental Knowledge for Competitive

Advantage, International Conference on Information Resources Management Niagara Falls, Canada.

Mannion, S 2005, The Social Significance of Promotion through Unconventional Avenues,

Journal of the Honors Program, pp.54-77.

Mehta, A & Xavier, R 2012, Tracking the defining moments of crisis process and practice,

Public Relations Review Vol.38, pp.376-382.

Olsson, E 2014, Crisis Communication in Public Organizations: Dimensions of

Crisis Communication Revisited, Journal of Contingencies and Crisis Management, Vol.2, pp. 113-125.

Roberts, G. F 2006, Image Restoration Theory: An Empirical Study of Corporate Apology

Tactics Employed by the U.S. Air Force Academy, University of South Florida.

Timothy, C.V & Holladay, S.J 2002, Helping crisis managers protect reputational assets.

Initial tests of the situational crisis communication theory, Management Communication Quarterly Vol.16, no.2, pp.165-186.

Vasagar, J 2007, Schoolgirls rumble Ribena vitamin claim, London, The Guardian.

Vrontis, D 2003, McDonald’s. The Impact of the External Environment on its International

Marketing Operations. Standardization, Adaptation or AdaptStandation? International Journal of Management Cases, Vol.6, no.2, pp. 30-40.

Xueming, L& Bhattacharya, C.B 2006, Corporate Social Responsibility, Customer

Satisfaction, and Market Value, Journal of Marketing, Vol.70, pp.1-18.

Young, S & Thyil, V 2011, A Holistic Approach to Corporate Governance: Lessons from the

Financial Crisis and a Way Forward’ in W. Sun, J. Stewart and D. Pollard (eds.) Corporate Governance and the Global Financial Crisis: International Perspectives, Cambridge University Press, Chapter 16, pp. 658- 700.

Zhang, X, Majid, S & Foo, S 2011, The Contribution of Environmental Scanning to

Organizational Performance, Singapore Journal of Library & Information Management Vol.40, pp.65-88.

Download full paperFile format: .doc, available for editing
Contact Us