Harvard Case - Firestone Liberia's Battle against Ebola
"Firestone Liberia's Battle against Ebola" Harvard business case study is written by Timothy Feddersen, Nilima Achwal. It deals with the challenges in the field of Business Ethics. The case study is 17 page(s) long and it was first published on : Jul 18, 2017
At Fern Fort University, we recommend Firestone Liberia adopt a comprehensive strategy to address the Ebola crisis, prioritizing corporate social responsibility, ethical leadership, and stakeholder engagement. This strategy involves leveraging the company's resources and expertise to combat the epidemic, while simultaneously safeguarding its employees, operations, and reputation.
2. Background
The case study 'Firestone Liberia's Battle against Ebola' details the challenges faced by Firestone Liberia, a subsidiary of Bridgestone Corporation, during the 2014-2016 Ebola outbreak in Liberia. The company, a major employer and economic contributor, found itself navigating a complex environment characterized by fear, misinformation, and a rapidly deteriorating healthcare system.
The main protagonists are:
- Firestone Liberia's management team: Faced with the difficult task of balancing business continuity with employee safety and societal responsibility.
- The Liberian government: Struggling to contain the epidemic and provide essential healthcare services.
- The local community: Experiencing fear, economic hardship, and a breakdown of social structures.
3. Analysis of the Case Study
The case study highlights several key issues:
- Corporate social responsibility: Firestone Liberia's responsibility to its employees, the local community, and the nation of Liberia during a public health crisis.
- Ethical leadership: The need for strong leadership to guide decision-making, communicate effectively, and build trust during a time of uncertainty.
- Stakeholder relations: The importance of engaging with diverse stakeholders, including employees, government officials, community leaders, and international organizations.
- Risk management: The need to identify, assess, and mitigate the risks associated with the Ebola outbreak, including operational disruption, employee health, and reputational damage.
- Business continuity: The challenge of maintaining operations while ensuring the safety and well-being of employees.
- Government policy and regulation: The impact of government policies and regulations on the company's operations and response to the crisis.
- Social and global issues: The interconnectedness of global health crises and the need for international cooperation.
Framework:
To analyze the case, we can utilize the Stakeholder Theory, which emphasizes the importance of considering the interests of all stakeholders, including employees, customers, suppliers, the community, and the government. This framework helps us understand the complex web of relationships and responsibilities involved in the case.
4. Recommendations
1. Establish a Crisis Management Team:
- Composition: Include senior management, medical professionals, community representatives, and government officials.
- Responsibilities: Develop a comprehensive crisis response plan, coordinate communication efforts, and monitor the situation closely.
- Timeline: Establish the team immediately upon recognizing the crisis.
2. Implement a Robust Health and Safety Protocol:
- Education and Training: Provide comprehensive training on Ebola prevention, symptoms, and treatment to all employees.
- Protective Measures: Ensure access to personal protective equipment (PPE) and implement strict hygiene protocols.
- Health Screening: Conduct regular health screenings for employees and visitors.
- Timeline: Implement these measures immediately and maintain them throughout the crisis.
3. Engage with Local Communities:
- Community Outreach: Establish communication channels with community leaders and residents to address concerns and disseminate accurate information.
- Support Local Initiatives: Partner with local organizations to provide healthcare services, food assistance, and other essential resources.
- Transparency: Be transparent about the company's response to the crisis and its commitment to the community.
- Timeline: Begin community engagement immediately and maintain ongoing dialogue throughout the crisis.
4. Collaborate with the Liberian Government:
- Coordination: Work closely with the government to align efforts and maximize impact.
- Resource Allocation: Contribute resources and expertise to support government initiatives.
- Policy Advocacy: Advocate for policies that support the fight against Ebola and promote long-term health infrastructure development.
- Timeline: Establish collaboration with the government early in the crisis and maintain ongoing communication.
5. Leverage Corporate Resources:
- Financial Support: Contribute financially to Ebola relief efforts and support local healthcare facilities.
- Operational Expertise: Utilize the company's logistics and operational expertise to support the distribution of supplies and medical personnel.
- Technology and Analytics: Leverage data analytics and technology to track the spread of the disease and inform decision-making.
- Timeline: Begin utilizing corporate resources immediately and continue throughout the crisis.
6. Foster a Culture of Transparency and Accountability:
- Communication: Communicate openly and honestly with employees, stakeholders, and the public.
- Whistleblowing: Establish a safe and confidential system for reporting concerns and whistleblowing.
- Ethical Decision-Making: Promote ethical decision-making and accountability at all levels of the organization.
- Timeline: Implement these measures immediately and continue to reinforce them throughout the crisis.
5. Basis of Recommendations
These recommendations are grounded in the following principles:
- Corporate social responsibility: Recognizing the company's responsibility to its employees, the local community, and the nation of Liberia.
- Ethical leadership: Leading with integrity, transparency, and a commitment to the well-being of all stakeholders.
- Stakeholder theory: Considering the interests of all stakeholders, including employees, the community, the government, and the company itself.
- Risk management: Identifying, assessing, and mitigating the risks associated with the Ebola outbreak.
- Business continuity: Maintaining operations while ensuring the safety and well-being of employees.
- Government policy and regulation: Working collaboratively with the government to address the crisis.
Assumptions:
- The Liberian government will continue to play a key role in the fight against Ebola.
- The international community will continue to provide support and resources.
- Firestone Liberia will have access to the necessary resources and expertise to implement these recommendations.
6. Conclusion
By adopting a comprehensive strategy that prioritizes corporate social responsibility, ethical leadership, and stakeholder engagement, Firestone Liberia can effectively navigate the Ebola crisis while safeguarding its employees, operations, and reputation. This strategy will require strong leadership, clear communication, and a commitment to collaboration with all stakeholders.
7. Discussion
Alternatives:
- Limited Response: The company could choose to focus solely on protecting its employees and maintaining operations, with minimal engagement in the broader crisis. This approach could damage the company's reputation and alienate stakeholders.
- Government-Led Response: The company could rely entirely on the government to address the crisis, without providing significant support or resources. This approach could leave the government overwhelmed and limit the company's ability to influence the situation.
Risks:
- Operational Disruption: The crisis could lead to significant disruptions in the company's operations, impacting productivity and profitability.
- Employee Health: Employees could be infected with Ebola, leading to illness, death, and potential legal liability.
- Reputational Damage: The company's reputation could be damaged if it is perceived as not doing enough to address the crisis.
Key Assumptions:
- The Liberian government will continue to play a key role in the fight against Ebola.
- The international community will continue to provide support and resources.
- Firestone Liberia will have access to the necessary resources and expertise to implement these recommendations.
8. Next Steps
Timeline:
- Month 1: Establish the Crisis Management Team, implement health and safety protocols, and begin community engagement.
- Month 2: Secure financial resources, coordinate with the government, and leverage corporate resources.
- Month 3: Evaluate the effectiveness of the response, adapt strategies as needed, and maintain ongoing communication with stakeholders.
Key Milestones:
- Establish a comprehensive crisis response plan.
- Secure adequate PPE and implement strict hygiene protocols.
- Establish communication channels with local communities and government officials.
- Allocate financial resources to support Ebola relief efforts.
- Leverage the company's operational expertise to support the distribution of supplies and medical personnel.
- Foster a culture of transparency and accountability.
By taking these steps, Firestone Liberia can demonstrate its commitment to corporate social responsibility, ethical leadership, and stakeholder engagement, ultimately contributing to the fight against Ebola and safeguarding its own interests.
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Case Description
This case puts students in the shoes of the Ebola response leadership teams of Firestone Liberia and its parent company, Bridgestone Americas, as they worked together to respond to the deadly 2014 Ebola epidemic. While the companies had received positive press for their containment of the virus on their rubber farm in Liberia, which was home to 8,000 employees and 80,000 Liberian citizens, the situation off the property was worsening. With death counts rising and hospitals across the nation closing as staff caught the virus, the Liberian government declared a national state of emergency. The teams now faced the possibility that the government might attempt to take control of the farm's medical center. How could they balance their duty to care effectively for employees against the demands of the Liberian government? Should they try to fend off the government or cooperate to meet the government's demands? Students will learn how to do a methodical situation analysis that considers ethical obligations and strategic implications, and to distill their recommendation into a briefing for senior leadership.
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