Main description:

The public health footprint associated with corporate behavior has come under increased scrutiny in the last decade, with an increased expectation that private profit not come at the expense of consumer welfare.

Consumers, Corporations, and Public Health assembles 17 case studies at the intersection of business and public health to illustrate how each side can inform and benefit the other. Through contemporary examples from a variety of industries and geographies, this collection provides students with an appreciation for the importance of consumer empowerment and consumer behavior in shaping both health and corporate outcomes.

Contents:

Preface
Introduction
Contributors

I. Corporate Strategy and Public Health

1. Johnson & Johnson: The Promotion of Wellness
John A. Quelch and Carin-Isabel Knoop

2. Colgate-Palmolive Inc.: Superior Anti-Cavity Toothpaste
John A. Quelch and Margaret L. Rodriguez

3. Royal Caribbean Cruises Ltd.: Safety, Environment and Health
John A. Quelch and Margaret L. Rodriguez

II. Consumer Analytics and Health Care Outcomes

4. Carolinas Healthcare System: Consumer Analytics
John A. Quelch and Margaret L. Rodriguez

5. Philips Healthcare: Marketing the HealthSuite Digital Platform
John A. Quelch and Margaret L. Rodriguez

III. Prevention And Adherence

6. Cancer Screening in Japan: Market Research and Segmentation
John A. Quelch and Margaret L. Rodriguez

7. Dumb Ways to Die: Advertising Train Safety (A), (B), and (C)
John A. Quelch

8. CVS Health: Promoting Drug Adherence
Leslie K. John, John A. Quelch, Robert Huckman

IV. Consumer Access and Affordability

9. The Slingshot: Improving Water Access
John A. Quelch, Margaret L. Rodriguez, Carin-Isabel Knoop

10. Vaxess Technologies, Inc.
John A. Quelch, Margaret L. Rodriguez

11. AccessHealth CT: Marketing Affordable Healthcare
John A. Quelch and Michael Norris

V. Consumerism and Paternalism

12. 23andMe: Genetic Testing for Consumers (A) and (B)
John A. Quelch and Margaret L. Rodriguez

13. Demarketing Soda in New York City
John A. Quelch, Margaret L. Rodriguez, Carin-Isabel Knoop, Christine Snively

VI. Emerging Markets, Consumer Behavior and Public Health

14. Fresno's Social Impact Bond for Asthma
John A. Quelch and Margaret L. Rodriguez

15. E-Cigarettes: Marketing Versus Public Health
John A. Quelch and Margaret L. Rodriguez

VII. Consumer Power in Shaping Public Health

16. Rana Plaza: Workplace Safety in Bangladesh (A) and (B)
John A. Quelch and Margaret L. Rodriguez

17. Note on Mobile Health Care
John A. Quelch and Margaret L. Rodriguez