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In recent years, with economic development and the continuous progress of human needs, the single quality products and services provide by enterprise can not meet people's expectations. To meet their material needs, people also have increasing the concern for corporate social performance. People, especially modern consumers pay attention to all stages of business operations. For a multinational corporation like Johnson and Johnson, which is considered as the world's large, well-known medical and health care products and consumer care products company (Samina and Will, 2004), any of its actions are subject to the concerns of consumers; because the social performances of Johnson and Johnson can bring out both positive or negative affect to modern consumers.
Johnson and Johnson as a multinational corporation should be able to take corporate social responsibility. Johnson & Johnson's product are diversified and involving the health and personal care, Johnson & Johnson has made a great contribution to the human health. Yet, Johnson & Johnson's baby bath products detected is not conducive to people's health. The U.S. non-profit consumer organization recently released a test report that Johnson & Johnson's baby bath products contain formaldehyde and "1, 4 - dioxin oxide" and other toxic substances (Jasmin, 2009). Those toxic substances can cause cancer in animals proved by scientific experiments and have been promulgated as probable human carcinogens by the Environmental Protection Agency.
Positive social performance
Johnson & Johnson as an international large-scale enterprise are mainly producing and promoting high quality health products and health services. Products are sold in 175 countries and regions, production and sale of products related care products, pharmaceutical products and medical devices and diagnostic products market, and other fields. As a leading provider of comprehensive health care and household products, Johnson & Johnson is not only to provide customers with quality products and services; the company is but also consulting with the Department of Health Education, to provide consumers with free health care guide. Johnson & Johnson has created a solid foundation for human health life.
Nursing care delivery
Johnson & Johnson's daily care products are popular among consumers. Those daily care products have their own characteristics. For example, Johnson & Johnson's toiletries; the ingredients of Johnson & Johnson's toiletries includes Water, Sodium Trideceth Sulfate, PEG-150 Distearate, Fragrance, Polyquaternium-10, Cocamidopropyl Betaine, PEG-80 Sorbitan Laurate, Tetra sodium EDTA, Citric Acid, Sodium Hydroxide, Quaternium-15, Citric Acid, Yellow 10 and Orange 4. Those ingredients are soap free, hypoallergenic, and dermatologist tested. These formulations have been undetected to add formaldehyde and dioxane which are harmful to humans. The classic NO MORE TEARS formula rinses quickly and easily, can leave hair smelling fresh, and looking beautifully healthy and shiny. This bland and primary formula of Johnson's Toiletries is attracting both the young consumers and adult customers; because people are tend to choose the more comfortable and healthier cosmetics such as Johnson & Johnson's Toiletries. Day care is an important means for people to stay healthy; Johnson & Johnson can provide rich products to help people improve health. This is also one of positive social performance of Johnson & Johnson.
Programs for public good
More than a century, Johnson & Johnson has been working in the health career field with constant research and development and innovation. Johnson insisted from the perspective of consumers and society, with sincere, pragmatic Johnson & Johnson credo to guide and educate every employee, and actively carries forward strong corporate citizen responsibilities, to contribute their efforts to the community. Today, that spirit and culture of enterprise have in-depth community and produces a good echo. Through a project launched a public service, time and again donated money and medical products, Johnson & Johnson affects more than 116,000 worldwide employees as volunteers for the continued progress of the social environment to contribute their efforts.
As the partner model in the construction of social welfare, Johnson & Johnson cooperates with a number of public interest organizations and government-related organizations, departments to promote the development of human health. For example, Johnson & Johnson cooperates with the Chinese Red Cross to save more leukemia patients; Johnson & Johnson starts children's safety education program, seeks to reduce children's accidental injury; regularly organize community mental health promotion; in particular, it must be noted that Johnson & Johnson provided 10 million RMB worth of cash and medical and relief assistance to the earthquake affected areas at the first time care products, when 8.0 earthquake outburst in Sichuan, China. The public goods were expressing Johnson & Johnson on the desire to advance the cause of human health and the promotion of full.
Recruit and protect staff
Johnson & Johnson does not just exist for their own interests; it should assume the responsibility to the customer, employees, society, shareholders and all stakeholders. Therefore, Johnson & Johnson must continue to maintain the development and innovation, and then Johnson & Johnson needs to recruit large number of people who have the ability to supplement Johnson & Johnson's strength. Johnson & Johnson prefers to recruit university graduates, this action can not only help to ease the employment pressure, but also can help train a new generation of society.
Johnson & Johnson always protects its staff in many ways. There are some ways as follow:
Providing support programs and services to help the staff live healthier and safer lives
Founding Employee Assistance Program to help the staff and their families face struggles.
Providing some health improvement programs to help the staff innovate, create, develop and improve its products to meet the demands of consumers.
Founding Healthy Working Environment to ensure the staff works in good working environment, such as industrial hygiene, toxicology and occupational health programs.
Formulating a number of programs to help prevent injuries and to ensure the staff's safety every day.
Negative social performance
Currently, according to a research carried out in the United States in Mar 15, 2009, formaldehyde and 1, 4-dioxane was found in Johnson & Johnson's Baby Shampoo. Formaldehyde is used to embalm corpses, and 1, 4-dioxane is a foaming agent. Both substances are believed to be cancer risk for humans. After the research published, many customs including some Johnson & Johnson's loyal fans have a doubt that whether Johnson & Johnson's Baby Shampoo is poison or not. Although it has many advantages, when it does harm to human health, it will lose many customers. The result more or less influences the sales of the product even this big old brand. Obviously, this event will cause very negative social performance, those Johnson & Johnson's Baby Shampoo will direct harm to people's health.
Some organizations ask Johnson & Johnson to remove two noxious chemicals. Johnson & Johnson official statement (Salynn, 2009): "The trace levels of certain compounds that were noted by the Campaign for Safe Cosmetics can result from processes that make our products gentle for babies and safe from bacteria growth. Many regulatory agencies around the world consider these trace levels safe". And Johnson & Johnson also (2009) said: "We want to reassure parents that Johnson's Baby Shampoo and our entire baby and kids' products are safe, gentle and mild products that they can trust and use with confidence." When the consumers are more and more insecure for products of business, the fear will be imminent. In this case, companies should attach importance to product quality, and fully ensure the consumer's right to know. Yet, after this allegations that Johnson & Johnson's Baby Shampoo contain carcinogens, some supermarket chain pulled Johnson & Johnson's Baby Shampoo and other related products from their shelves.
In addition to security statement, Johnson & Johnson has taken some active measures. The company has increased 800 customer service personnel on customer service hotline, to explain and comfort consumers, and published several countries, including China, authoritative associations of the event, to help consumers more comprehensive understanding of facts.
There is a similar negative social performance for Johnson & Johnson. The US prosecutors said that health care giant Johnson & Johnson provide major kickbacks to Omnicare Inc between 1999 and 2004 (LINDA, 2010), the purpose of this action was to sale its blockbuster schizophrenia medicine and other drugs to nursing homes, because the Omnicare Inc is the nation's largest provider of medical for nursing homes (Trey, 2010). More disturbing was that those blockbuster schizophrenia medicine and other drugs was tested to increase risk of death for the elderly. Johnson & Johnson's response was to take action to recall these drugs, and Johnson & Johnson denied the fact that rebates.
In conclusion, the social performance of Johnson & Johnson in relation to the human healthy has been intricate. On the one hand, Johnson & Johnson unceasingly researches and develops products for human health, and actively carries out public welfare. This is having profound positive social performance and is causing some stakeholders to have good chance own healthy; in addition, the ways in how Johnson & Johnson recruits and protects staff can also create positive social performance. On the other hand, the events of Johnson & Johnson's Baby Shampoo and kickbacks made seriously negative social performance. In a word, Johnson & Johnson should change the wrong way to do more contributions to society.