MG665-2009 Lesson 9 Assn2

MG665-2009 Lesson 9 Assn2 - 27 Jan 2009 Lesson 9, Assn 2...

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27 Jan 2009 Lesson 9, Assn 2 Case Exercise for “ NutraSweet” 1. Who should speak for the company, and why? In this situation the only believable person would be a scientist or medical doctor who can prove via meta-analysis of independent studies that aspartame has no side effects, minor or major. Next to this, another external agent (PR firm, such as the famously evil Burson-Marsteller) must convince the public through media outlets including TV, radio, and newspapers. Clouding the consumer conscience with information from the “informed” is the best way of quelling their fears. 2. How credible are NutraSweet’s critics, and how should this affect NutraSweet’s response? From reviewing the history of NutraSweet and personally experiencing side effects from aspartame, I have to side with the critics due to personal bias—although it is the job (albeit unethical) of NutraSweet’s PR department to denigrate outside critics as unscientific or ignorant. NutraSweet had the great fortune
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MG665-2009 Lesson 9 Assn2 - 27 Jan 2009 Lesson 9, Assn 2...

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