Chapter 02 - Leadership Communication Purpose, Strategy, and Structure

1. In your judgment, did Becton Dickinson have an obligation to provide the safety
syringe in all its sizes in 1991? Explain your position, using the materials from this
chapter and the principles of utilitarianism, rights, justice, and caring.
Becton Dickinson, a medical equipment industry giant, should have higher
standards rather than simply earning revenue. Due to the fact that the
products they distribute are in high demand, and used in very risky and high-
stress situations, Becton Dickinson has an obligation to consider the ethics of
care, which requires caring for the wellbeing of those we have relationships
with and are dependent on us (Valasquez p. 121). One of Becton Dickinson’s
major objections to government enforced regulations was to let the market
decide. This is known as the market approach and is thought that government
intrusion makes markets unfair and inefficient. According to Valasquez, “In a
market, the price of safety and the amount sellers provide will be determined
by the costs of providing it and the value consumers place on it. Sellers will
provide safety if consumers demand it” (p. 306). This is clearly mistaken in
this case because there is no denying demand for safety syringes, yet Becton
Dickinson, Novation and Premier neglected to produce or provide high quality
safety materials. Also, because these three companies had such control of
the market through GPO’s (Group Purchasing Organizations), which deferred
the entrance of organizations such as Retractable, whom were providing
higher quality products, which actually meet the consumers demands for
safety. Also, “The ‘due-care’ theory of the manufacturer’s duties to consumers
is the view that because manufacturers are in a more advantaged position
and consumers must rely on them, they have a duty to take special care to
ensure that consumers’ interests are not being harmed by the products that
they offer them” (Valasquez p. 314). The decisions Becton Dickinson made regarding
the safety syringes, from the production and offering only one size, and charging
higher price than it’s worth, refusing to adjust to any safety recommendations are all
violations of the duty of care. Any reasonably prudent person would acknowledge that
their product could be improved. If Becton Dickinson had only invested in
engineering, and implemented new manufacturing technology from the beginning,
producing a product they could be proud of, a product that consumers would be
comforted using, it would’ve saved the company time, money and their reputation. I
believe if an organization purchases a patent, they should manufacture that product to
its full extent. By purchasing that particular patent, the company is limiting the
availability of that new technology to be exposed to the market. I find this to be
ridiculous. Yes, organizations have the right to produce the products they choose,
however, when there is a patent involved, and there is a high due care duty to
customers, why would one not take full advantage in providing a product known to be
in demand, and would increase safety for those high risk occupations.

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