In the “Winning Formula” case the protagonist finds himself in the crosshairs, trying to please his boss while not crossing ethical or regulatory lines. The infant formula his company is selling to the developing world is in the economy category, meaning that while it meets requirements, it is less than ideal. He would not feed it to his own children. Still, it is his job to market the formula. This will be a difficult task given the harsh regulatory environment. The WHO Code for marketing infant formula will not even allow him to make his packaging attractive.
The Winning Formula: Breast Milk Substitutes in the Developing World
by: Luis F. Razon
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After reading and discussing the material, students should:
- Understand the challenges of marketing a highly regulated fast-moving consumer product in the developing world.
- Evaluate the benefits and risks of actions that the company may take from business and ethical standpoints.