Vision/Mission/Ethics J&J has translated its strong company philosophy and values to their vision stated

as follows: To maximize the global power of diversity and inclusion to drive superior business results and
sustainable competitive advantage.1 Furthermore, they have incorporated that vision into their mission
statement: We will achieve our vision by: – Fostering Credo-based inclusive cultures that embrace our
differences and drive innovation to accelerate growth (workplace) – Achieving a skilled, high
performance workforce that is reflective of the diverse global marketplace (workforce) – Working with
business leaders to identify and establish targeted market opportunities for consumers across diverse
demographic segments (marketplace) – Cultivating external relationships with professional, patient and
civic groups to support business priorities (external stakeholders) Demanding the highest of standards in
their products and services, the company demands the same of their employees, including their top
officers and board of directors. J&J’s top executives are shown in Exhibit 1. J&J’s mission statement is
given in Exhibit 2. On July 23, 2009, J&J announced availability of its 2008 Sustainability Report at
http://www.jnj.com/connect/caring/environment-protection/. It is J&J’s sixth annual Sustainability
Report and the twelfth year of reporting on environmental progress. “We see corporate citizenship, or
sustainability, not as a set of ‘add-ons’ to our business but rather as intrinsic to everything we do,” says
William C. Weldon, chairman, board of directors, and chief executive officer. “Our mission is reflected in
the way we run our business around the world, every day.” William Weldon Christine Poon Vice
Chairman; Worldwide Chairman, Medicines and Nutritionals Robert Darretta Vice Chairman and CFO
JoAnn Heffernan Heisen VP, Diversity Michael Dormer Worldwide Chairman, Medical Devices Group
Mari Baker President and HeadMom, BabyCenter Colleen Goggins Worldwide Chairman, Consumer and
Personal, Care Group Joseph Scodari Worldwide Chairman, Pharmaceuticals Group Donnie Young VP,
Worldwide Operations Nicholas Valeriani Worldwide Chairman, Cardiovascular Devices and Diagnostics
Chairman and CEO EXHIBIT 1 J&J’s Organizational Chart Source:
http://www.cogmap.com/chart/johnson-johnson. CASE 21 • JOHNSON & JOHNSON — 2009 203 EXHIBIT
2 J&J’s Mission Statement We believe our first responsibility is to the doctors, nurses and patients, to
mothers and fathers and all others who use our products and services. In meeting their needs,
everything we do must be of high quality. We must constantly strive to reduce our costs in order to
maintain reasonable prices. Customers’ orders must be serviced promptly and accurately. Our suppliers
and distributors must have an opportunity to make a fair profit. We are responsible to our employees,
the men and women who work with us throughout the world. Everyone must be considered as an
individual. We must respect their dignity and recognize their merit. They must have a sense of security
in their jobs. Compensation must be fair and adequate, and working conditions clean, orderly and safe.
We must be mindful of ways to help our employees fulfill their family responsibilities. Employees must
feel free to make suggestions and complaints. There must be equal opportunity for employment,
development and advancement for those qualified. We must provide competent management, and
their actions must be just and ethical. We are responsible to the communities in which we live and work
and to the world community as well. We must be good citizens—support good works and charities and
bear our fair share of taxes. We must encourage civic improvements and better health and education.
We must maintain in good order the property we are privileged to use, protecting the environment and
natural resources. Our final responsibility is to our stockholders. Business must make a sound profit. We
must experiment with new ideas. Research must be carried on, innovative programs developed and
mistakes paid for. New equipment must be purchased, new facilities provided and new products
launched. Reserves must be created to provide for adverse times. When we operate according to these
principles, the stockholders should realize a fair return. Source: J&J’s 2008 Annual Report. Marketing J&J
has a diverse brand portfolio with products ranging from simple bandages to complex antiviral drugs for
the treatment of HIV, each requiring different marketing strategies for each individual brand. J&J has
also embraced diverse, nontraditional advertising that includes both online and outdoors while scaling
back on prescription drug adverti