Reputation Intelligence: Using Reputation Metrics to Guide a Healthcare Company's Business Strategy in Emerging Markets

The Booz Allen Hamilton Capstone project’s scope was to understand how stakeholder perception of a multinational healthcare company’s reputation impacts its business viability in emerging markets. The Capstone team developed a reputation intelligence scorecard that identified the key reputation drivers from the perspective of a multinational healthcare company. The team used Johnson & Johnson’s performance as a case study and applied the theory in emerging markets. Moreover, the team assessed Johnson & Johnson’s performance in China and Turkey: two emerging markets with uniquely competitive and regulated healthcare market. The methodology involved conducting a data analysis from public opinion polls, and series of interviews with senior healthcare leaders with experience in emerging markets but also with work placements in Turkey and China. The team found that in emerging markets, the industry overall does not have reputation vulnerabilities, performs well on corporate social responsibility (CSR), but average on producing high quality P&S. The team also found that Johnson & Johnson is performing better in emerging markets than globally in most reputation drivers. The final recommendations focused on Johnson & Johnson’s need to ensure that their global and local strategies in emerging markets are consistent, although still tailored to address local needs. In China, Johnson & Johnson should leverage its core strength of product and services in developing a strategy that addresses their CSR weakness measure. In Turkey the company should leverage its core strength of industry leadership and strong products and services in strengthening its profile as a company with a local commitment.