Johnson & Johnson Consumer Products Brazil A

The J&J Brazil case series examines organizational turnaround. In 2000, J&J Brazil was in dire straits. Although still one of the strongest consumer brands in Brazil, the company was struggling with new competition, an outdated approach to sales and marketing, a changing Brazilian macro-environment, declining sales in key product categories, and an organizational culture resistant to change and innovation. After a successful stint as president of J&J Colombia, Justino was brought in to fix things. The (A) case requires students to develop a turnaround plan that establishes priorities and leads to improved financial performance. The (B) case describes the changes that took place and allows students to compare and contrast their plan for change with the actual changes and results.

The primary teaching and objectives are (1) to introduce the challenges facing general managers in turnaround situations; (2) to discuss the role of leadership in organizational change initiatives; and (3) to examine leadership strategies for creating effective, sustained organizational change in which employee involvement is a central aim of and vehicle for change.