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During Burke's tenure, he managed the 1982 Tylenol tampering incident. It became a case study on crisis management. Under his leadership, the company recalled 31 million bottles of Tylenol, relaunched the product with a triple tamper-evident seal, and urged consumers not to use if tampered with.
The crisis cost the company more than US$100 million, but Tylenol regained 100% of the market share it had before the crisis. The Tylenol murderer was never found, (though later James Lewis was a prime suspect [10]) and a US$100,000 reward offered by Johnson & Johnson remained unclaimed as of 2023. [11] [12] [13]
His actions became a prominent case of successful crisis management, and have served as a standard case study for numerous business practices. [6] [7] [8] In 2000, he was one of few CEOs to be awarded the Presidential Medal of Freedom. [9] In 2003, Fortune magazine named Burke as one of the greatest CEOs in history. [10]
Tylenol capsules laced with cyanide that were sold in the Chicago suburbs were linked to the deaths of seven people in 1982, leading to a nationwide panic. Tylenol murders: New Efforts to Solve ...
Crisis management is the process by which an organization deals with a disruptive and unexpected event that threatens to harm the organization or its stakeholders. [1] The study of crisis management originated with large-scale industrial and environmental disasters in the 1980s.
The maker of Tylenol defeated a lawsuit by consumers who said they were deceived into overpaying for "Rapid Release" gelcaps that did not relieve pain faster than cheaper tablets, including those ...
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Clients consulting Burson-Marsteller for crisis management included: Babcock & Wilcox, following the Three Mile Island accident in 1979; Johnson & Johnson, during the 1982 Tylenol crisis; [47] and Union Carbide Corporation following the 1984 Bhopal disaster. [48] [49] The company was also involved in the introduction of New Coke in early 1985.