Johnson and Johnson Report

EXECUTIVE SUMMARY

Purposes of the Report

The purpose of this report is to (1) analyze the policies and strategies of five competing companies that may have contributed to their honorable reputation as one of the best corporate citizens in 2009, and (2) inform the managers of Johnson & Johnson about possible policies and practices that can help their company become a better corporate citizen. By implementing these new strategies, the goal is to enable Johnson & Johnson to be included on the Forbes list of 100 Best Corporate Citizens for 2011.

In order to discover the methods in how these competing companies have earned their placement on the Forbes list, research was conducted into their policies in several key categories. First, the competitors' environmental and employee relations policies were evaluated. These two categories are the most weighted when being considered for inclusion on the Forbes list. Additionally, research was also conducted on the competitors' policies in the remaining categories that are considered in the process for inclusion on the Forbes list: climate change, human rights, philanthropy, finance, and governance. The following is a report of the findings on the most relevant policies used by these various competing companies that have earned recognition on the Forbes list.

Policies of Good Corporate Citizens

All the competing companies included in this report have utilized several policies that have garnered them the distinction of being one of the best corporate citizens. In terms of the environment, these policies include efficient use of resources, minimizing waste production, recycling, and using sustainable resources. Additional policies employed by these companies include maintaining workplace safety, fostering good communication among employees, continuing education for employees, and encouraging diversity among the workforce.

Recommendations

Recommendations for becoming better corporate citizens include the following:

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INTRODUCTION

For the past 11 years, what is now known as Corporate Responsibility Magazine, has been the major publisher of the list of the 100 Best Corporate Citizens. This list is republished by several outlets, most notably by Forbes magazine. The list has become renowned as the Forbes list, and companies strive to be included in this list to gain recognition for being good corporate citizens. Corporate Responsibility Magazine assesses "all publicly accessible documents to determine who the leaders are in seven categories: environment, climate change, human rights, philanthropy, employee relations, finance and governance" (Forbes, 2009, para. 4). After assigning scores for companies in the seven categories, the top 100 companies are placed on the list of best corporate citizens.

Defining what a good corporate citizen can be difficult, but it essentially means that companies bearing that distinction adhere to strict ethical standards and implement policies that "respect the individuals, the community, and the environment" (Good Corporate Citizen, 2007, "Meaning"). Being a good corporate citizen is not only beneficial to the environment, global community, and employees of the company, but it is also financially beneficial to the company as a whole, because consumers will have more confidence in the quality of the company and will be more likely to purchase their products (Good Corporate Citizen, 2007, "Meaning"). Additionally, being a good corporate citizen can increase the number of higher quality employees that are attracted to the company, thereby creating a better workplace (Good Corporate Citizen, 2007, "Help").

Forbes 100 Best Corporate Citizens

Though several of Johnson & Johnson's competitors have earned placement on the Forbes list, Johnson & Johnson has not. For this report, the policies of five competitors on the Forbes list were analyzed to determine what policies were used by the competitors to earn them placement on the Forbes list. The five companies evaluated are Procter & Gamble, Pfizer, Avon, Colgate-Palmolive, and Kimberly-Clark. After analyzing their policies, recommendations of new policies and practices for Johnson & Johnson will be made based on the findings of this report. Becoming better corporate citizens will not only earn Johnson & Johnson a place on the Forbes 2011 list, but will also allow them to become a global leader in their policies on environment, climate change, human rights, philanthropy, employee relations, finance and governance.

Purposes of the Report

The purpose of this report is to (1) analyze the policies and strategies of five competing companies that may have contributed to their honorable reputation as one of the best corporate citizens in 2009, and (2) inform the managers of Johnson & Johnson about possible policies and practices that can help their company become a better corporate citizen. By implementing these new strategies, the goal is to enable Johnson & Johnson to be included on the Forbes list of 100 Best Corporate Citizens for 2011.

Scope of the Research

This report seeks to analyze the policies of five competing companies primarily in two main categories of the Forbes list: environment and employee relations. Because these are given the most consideration for placement on the list, this report aims to determine the major factors that distinguish these companies. In addition, this report seeks to take that research and analysis, coupled with information about current policies of Johnson & Johnson, to create new policies and practices that can be implemented to help Johnson & Johnson reach their goals of being included on the Forbes list. While the remaining categories are used to determine placement on the Forbes list, however, they are not given as much weight as the primary two, hence the focus of this report will be on these two major categories that make up the main determination of eligibility.

RESULTS OF THE RESEARCH

The findings of the research and analysis will be presented in five sections, with each competitor's policies constituting its own section.

Procter

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