In the discussion about Merck (Strategy Highlight 1.2) it is clear the firm has followed a socially responsible path by donating more than 1 billion drug treatments to remedy river blindness in remote African communities.
Yet Merck must also meet shareholder responsibilities and make profits on drugs in use in more affluent societies. How should a responsible firm make these trade-offs? What steps can strategic leaders take to guide organizations on these challenging issues?
Identify an industry that is undergoing intense competition or is being featured in the business press.
Discuss how scenario planning might be used by companies in that industry to prepare for future events. Can some industries benefit more than others from this type of process? Explain why.