Business Ethics Report: Analyzing the Becton Dickinson Case Study

This report provides a comprehensive analysis of the Becton Dickinson case study, focusing on the ethical issues surrounding the company's actions related to their needle-stick syringes. It examines the actions and ideologies of the business (B), society (S), and government (G), highlighting key issues such as patent infringement, the spread of diseases like AIDS and Hepatitis, and the company's focus on profit over safety. The report delves into the various stakeholders involved, including healthcare workers, patients, government agencies, and competitors, and explores the conflicts arising from their differing interests. Furthermore, it proposes alternative ways of managing these conflicts, such as stakeholder collaboration, to improve the company's reputation and address the ethical dilemmas. The analysis underscores the importance of business ethics and corporate social responsibility in the healthcare industry, emphasizing the need for companies to prioritize safety and the well-being of all stakeholders.

Business Ethics

Table of Contents
1. INTRODUCTION ......................................................................................................................1
2. DISCUSSION ON THE ACTIONS AND IDEOLOGIES OF BUSINESS (B), SOCIETY (S)
AND GOVERNMENT (G).............................................................................................................1
3. KEY ISSUES OF THE CASE.....................................................................................................2
4. VARIOUS STAKEHOLDERS INTEREST INVOLVED IN THE CASE................................3
5. ALTERNATIVE WAYS OF MANAGING CONFLICT...........................................................4
6. CONCLUSION............................................................................................................................6
REFERENCES................................................................................................................................8

1. INTRODUCTION
Becton Dickinson, America's largest manufacturer of medical devices, instruments which
was found in the year of 1897 by Maxwell Becton and Fairleigh S. Dickinson agreed over paying
all its retractable. The amount which was paid $100 million dollars with the reason of damage
that inflicted over small manufacturers. In 1988, only 3-cc sized syringe was given with the
safety – lok feature. Early years of 20th century had been crucial for Becton Dickinson as a
number of issues like copying Retractable's design (Patent Infringement) of syringe, used and
sold them using there own name and many more which impacted negatively on manufacturer's
reputation and dropped off the sales as well (Hoffman, Frederick and Schwartz, 2014). GPO
(Group Purchasing Organisation) collaboration with BD helped in buying 90% of needles and
syringes which helped them in gaining reputation again in the market/
2. DISCUSSION ON THE ACTIONS AND IDEOLOGIES OF BUSINESS
(B), SOCIETY (S) AND GOVERNMENT (G)
Ethics can be defined as a branch of social science which deals with social values and
moral principles (Michaelson and et. al., 2014). In context with business ethics, it is an essential
concept which assists employers to run organisation by concerning on welfare of society. As per
present case study on Becton Dickinson and Needle Sticks, business ethics can be classified
according to different perceptions of business (B), society (S) and government (G). Present case
study has revealed a critical evaluation of Retractable's revolutionary safety syringes. In last
decade of 20th century, safety syringes had become a major problem when epidemic of AIDS,
Hepatitis B and Hepatitis C started to pose peculiarly acute dilemmas for employees working in
hospitals and hospitality institutions. Due to needle-stick and inappropriate way of using this
instrument had spread infected virus of such diseases. Therefore, it had become a major issue
and health workers were much threatened at that time because giving injection to patients in
appropriate manner can threaten their own life as well. In 1990, Centre for Disease Control
(CDC) had estimated that over 12,000 were exposed to blood contaminated due to needle-stick .
Under this case scenario, from safety of Dickinson's needle-sticks, perceptions, values
and ideologies of B, S and G were much different. In this context, society which include health
workers, patients and other staff at health & care institutions, was seen to have no voice for
speaking for there own. In order to finalise a resolution of such an issue, these society members
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were required to make interactions with each other. While, government has supposed to prevent
and protect society from such unethical behaviour which has been portrayed by the mega
healthcare supplier. But, they were not demanding from health workers and hospitals to use
safest syringe in order to prevent themselves and others from any diseases. Apart from this, as
per business perceptive, changing or bringing new product may create a large impact on
profitability. Main ideology of Becton Dickinson was that to earn high profit and to give
competition to rivals. But the focus should be kept over developing more secured and safe
syringes that may prevent chances of getting infected by contaminated syringe sticks. Health
institutions were wanted to give their contribution on resolving such issues but due to threat of
high expenses, they were refused to carry out the same.
From the case study, some evidence related to contribution of government agencies has
revealed. For example: Food and Drug Administration (FDA), Economic Cycle Research
Institute (ECRI) and Health & Human Service etc. have adapted to Dickinson's needle-sticks for
preventing such diseases. Through the actions of all three sectors that are business, society and
government, it can be concluded that this was an ethical act for resolution of any current
problems (May, Luth and Schwoerer, 2014).
3. KEY ISSUES OF THE CASE
One of the major issue which was carried out from the case of Becton Dickinson and
needle sticks, is that the syringes which was made by the company was one of the major cause
increase in number of patients with deadly (traumatic) diseases like AIDS, Hepatitis B, C and
many more. It has been analysed from the case of Becton Dickinson is that in 1990, hospitals
were having the most highest percentage of civilians were getting infected over with diseases
from syringes. In present context, Becton Dickinson's needle sticks in patients, health care
providers and workers which directly raised number of diligent suffering from AIDS, Hepatitis B
and C. On the other hand, some of other issues which has been pulled out from the case was that
the Becton Dickinson copied the patents of Retractable's syringe which is the case of infringing.
This impacted negatively on the company's image and reduced there sales.
Away with this, it has also been analysed that BD (Becton Dickinson), in 1991 used to
provide fiduciary duty and added 3-cc sized with a safety feature where others sized syringes
were not. Here, Maryann Rockwood who was found HIV positive after the test made allegation
over Becton Dickinson because they guaranteed of providing safety syringe in all the sizes and
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claimed that firm needs to put premium price on its products. Maryann, also claimed that number
of getting the diseases can be reduced to minimal is that to provide maximum safety feature. This
would have helped Becton Dickinson to improve its image in front of the society and its
competitors (Davies, 2016). One more issue which was seen under this case was that the people
and small manufacturers that got affected were not fully compensated which took them in a
position of unsatisfactory. Along with this, there is one more problem that came across in front
of Becton Dickinson is that the price which has been fixed for safety syringes was too high
which was not affordable by the hospitals.
These are some of major reasons which impacted upon reputation of the Becton
Dickinson in all over the world. This all has happened because firm has kept its focus over
reaching to a competitive position in the market through adoption of unethical behaviour. Which
ultimately resulted in loss of goodwill and image in front of the society. It was required for the
Becton Dickinson to take number of initiatives through which they may reduce issues which has
been faced by them (Wallace and Sheldon, 2015).
4. VARIOUS STAKEHOLDERS INTEREST INVOLVED IN THE CASE
Under this case, the different notion of ideologies and policies had come from various
perceptive of society, business and government. The relationship among these three sectors had
affected each other ways for- imposing power over each other. This would had arise many
conflicts due to introduction the concept of ethical dilemmas. As per given scenario of
Dickinson's needle sticks, had shown societal perceptive in different manner. In this case, society
which includes nurses, patients and other health workers. But, domination of some significant
ideologies in society had promoted the acceptance of beliefs which provide welfare (McCord,
Houseworth and Michaelsen, 2015). Therefore, society which includes social activists groups
and members of business were taken as secondary stakeholders. They had interacted with health
institutions and government agencies to finalise the resolution of such concerning issues. They
had also decided to enrol themselves in avoiding the usage of syringes which arise infections.
With the help of given case study, some of major stakeholders which has been carried out
are society, health care workers, patients, and collaborative firms. Dickinson's needle-sticks is
formally showing that the society was being carried as one of the major factor which shows the
whole and sole presence of government and business. But, in some areas, society has carried its
position really very small presence in nature but the impact was very high, some of stakeholders
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in present context were activist groups, business social groups and many more. OSHA
(Occupational Safety and Health Administration) was one of the agency that majorly guided both
nurses and workers to reduce number of chances of getting infection or disease from infected
syringe. In some presence, it worked right but as the number of patients was really very high it
raised stress among nurses which did not stopped individuals from getting infected by the
infected syringes (Hambleton, Gómez and Andreu, 2014). On the other hand, in order to raise
profit margins, Becton Dickinson have not kept their focus over number manufacturing or
producing safety syringe and they were unable to stop increasing percentage of AIDS, Hepatitis
B and Hepatitis C. Therefore, government took some initiatives so that to protect society with
considering top level of priority. Here, government have not forced hospitals to use safety
syringes as they were expensive than the standard ones but in case of this, they started giving
training to certified individuals, nurses and health care professionals to use two hands one is
holding the cap of needle and through other injection process to be take place so that to reduce
calamity facing chances.
In this, Becton Dickinson was in ethical dilemma that due to its unsafe syringes the
worker of health care sector were suffering a lot as they were the only person who directly comes
in contact with the needles and syringes. As due to this many of the harmful diseases were
increasing which were directly affect life of people harshly and it may also result to death. It was
ethically not acceptable by the organisation. As its unsafe product were not affecting life of
hospital in danger which a kind of guilt for Becton Dickinson. It can be said that, it is
responsibility of company to serve high quality products to its users because it is related to the
life of many people. In relation to healthcare, if the used syringe and needles are not safe then, it
will also ruin the life of their family member. It would b e difficult for company to accept that
their unsafe products and spoiled life of many people as well as their family members.
5. ALTERNATIVE WAYS OF MANAGING CONFLICT
According to the case study there are numerous of issues and conflict which were faced
by Becton Dickinson in their business that have affected social environment in serious manner.
It can be said that majorly all issues have affected life of patients, nurses and other working staff
of health care sector (Michaelson and et. al., 2014). It had been evaluated that launching of
syringe was good for social perspective, the company as well as costumers because by using this,
it minimises the ratio of severe diseases was increasing because of it. On the other hand, it was
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observed that organisation has faced problem in terms of declined sales as hospitals, suppliers
and other consumer of products were not buying the expensive syringes. Due to this, company
have loosen its numbers of customers and was suffering from financial issues. These issues can
be managed by the company opting some of safety measures and alternative ways which will be
helpful in overcoming the issues effectively (Asakura, 2016). These ways are described as
below:
Collaboration between stakeholders: In relation to the case scenario, mainly society
has suffered a lot because of unsafe syringes provided by this company have affected life of
hospital staff, patients and other people who are related to it. It can be said that if Becton
Dickinson had collaborated with its stakeholders then it might have finished off barriers.
collaboration is considered as the effective way for the company to overcome conflicts. As it will
help the company in improving its goodwill at market place and also contribute in gaining the
trust of its customers. For this, company could communicate with its all stakeholders like
hospitals, suppliers, consumers of needles (nursing staff and patients), small manufacture etc. In
this collaboration, Becton Dickinson should share their profitable margins with them in order to
reach whole market again with new safe syringes.
Proactive business initiatives: In relation to case study, it has been evaluated that
Becton Dickinson could have sought out these issues collaborating with its competitors
companies like Vanishpoint, as this organisation owns good reputation among the hospital who
are major buyers for both the companies. This collaboration will help the company selling its
products again at market with name of collaborated company. Along with this, organisation can
sell its previous stock of safe needles which might take losses to minimal. It will also contribute
regaining its own goodwill back and developing trust of customers on its needles and syringes
(Jeffery and et. al., 2017). Another proactive business approach which is needed to be followed
by Becton Dickinson is that they should have produced safety syringes with low prices so that
hospitals can easily afford them. This may lead company to improve its position and reputation
as well.
Own responsibility of company: It has been seen that organisation could itself find out
the solution by managing issues and conflicts at that time. In context to case scenario, it had been
observed that Becton Dickinson was only providing new engineered syringe in size of 3-cc
which was unlikely preferred by healthcare sectors as they want it some other sizes too. It can be
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said that if this organisation might have improved its range of syringes by adding some more
sizes in it then there were possible chances that situation might have changed at that time. As a
result it would have improved the scenario and also contributed in improving its relations with its
users. As per evaluation, on one side this way was beneficial for company as it would have
minimised the impact of various harmful diseases like Hepatitis, AIDs etc, which were affecting
social environment. It was social responsibility of the company to decrease its side affect. On
the other hand, this alternative way was not good for organisation's financial status as it would
definitely increase its costing. And there were chances for the company that organisation will not
be able to convince its buyers to buy all size of syringes because they were expensive from usual
cost (Hoffman, Frederick and Schwartz, 2014). Another approach which was needed to be
followed by Becton Dickinson was that, they should have compensated to small manufacturers
who got affected until and unless they meet to satisfactory level.
All the above mentioned ways were beneficial for the Becton Dickinson in contributing
their own social responsibilities towards the society. It can be said that if this company have
opted these alternative ways at that time then there possible chances that company would
minimised the effect of issues and conflicts. Along with this, these ways were also beneficial for
the organisation in regaining its reputation again at market place as well as among health care
sectors (Hawkins, 2017).
6. CONCLUSION
From this report on case study of Dickinson's needle-sticks, it has concluded that
business, ethics and government in decades of 20th century were placed in different situations.
These situations were depended on conflicts arise between them. The main issue under this
assignment was syringe or needle used by hospitals and care centres. Such instruments had
caused a large number of people including patients, nurses and others, infected with traumatic
diseases. It includes HIV virus, Hepatitis B, C and etc. During 1990s, highest number of people
have exposed to these diseases due to usage of syringes. At that time, needle-sticks of Dickinson
were known to be the highest selling in the market at reasonable price. In order to prevent people
from such diseases, this company had introduced a 3-cc syringe. But as in hospitals, syringes are
used in different sizes so, it leads to rise many conflicts between society, government and
business. Therefore, if this company could succeed to launch syringe of 5-cc and 10-cc then, it
would help in erasing risks in much desired manner.
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Collaboration of business organisations, volunteers and government would aid to raising
funds for preventing society from diseases spread due to needle-sticks. This would also known as
ethical responsibilities as well under which topmost priority of government is to meet
expectation of society. Other than this, sociological imagination of societies had seemed to be
continue uphold the petitions in eradicating those risks which impact on human health. Thus,
collaboration of S, B and G have compromised a slight resolution for prevention of such issues.
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REFERENCES
Books and Journals
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Injection (Needle Hub) and Impression of Injection Needles in Japanese Users. Japanese
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Davies, P. W., 2016. Current issues in business ethics. Routledge.
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catheter: Do infusions alter laboratory results?. Journal of Emergency Nursing. 40(1).
pp.20-26.
Hawkins, S., 2017. The British pop dandy: masculinity, popular music and culture. Routledge.
Hoffman, W. M., Frederick, R. E. and Schwartz, M. S. eds., 2014. Business ethics: Readings
and cases in corporate morality. John Wiley & Sons.
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on moral efficacy, moral meaningfulness, and moral courage: A quasi-experimental
study. Journal of Business Ethics. 124(1). pp.67-80.
McCord, M., Houseworth, M. and Michaelsen, L. K., 2015. The integrative business experience:
Real choices and real consequences create real thinking. Decision Sciences Journal of
Innovative Education. 13(3). pp.411-429.
Michaelson, C., and et. al., 2014. Meaningful work: Connecting business ethics and organization
studies. Journal of Business Ethics. 121(1). pp.77-90.
Wallace, M. and Sheldon, N., 2015. Business research ethics: Participant observer perspectives.
Journal of Business Ethics. 128(2). pp.267-277.
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