This scientific essay will deal with the topics of the module Business Ethics. The term will be described further in the following chapters, especially in chapter 2.2. This paper will describe, explain, and assess how the coronavirus pandemic of 2019 has shaped the world in the areas of ethical and responsibility challenges and opportunities, on the example of the German pharmaceutical company Bayer AG.
Firstly, the core concepts are described and elaborated in the following. Secondly, the pandemic and its impacts based on the Triple Bottom Line are outlined. Lastly, the paper will deal with a case study on the example of the Bayer AG. The main questions in this connection are: How does the Bayer AG react onto the pandemic on an ethical and responsibility base? How did the behaviour of the company change due to the pandemic? What was the reaction of the public onto the company’s performance, especially the effect on its reputation?
Table of Contents
1 Introduction
2 Main Concepts
2.1 Triple Bottom Line
2.2 Business Ethics
2.3 Corporate Social Responsibility
3 Coronavirus Pandemic
3.1 Social Impact
3.2 Environmental Impact
3.3 Economical Impact
4 Health System and Medical Research
4.1 Ethical Decisions
4.2 Pharmaceutical Sector
5 Case Study: Bayer AG
5.1 Ethical and Responsibility Reaction
5.2 Change in Behaviour
5.3 Company’s Reputation and Consequences
6 Conclusion
6.1 Critical Assessment
6.2 Method Critic
Objectives and Topics
This essay examines how the 2019 coronavirus pandemic has influenced the ethical and responsibility landscape for corporations, using the German pharmaceutical company Bayer AG as a primary case study to analyze shifts in corporate behavior and public reputation.
- Theoretical exploration of the Triple Bottom Line, Business Ethics, and Corporate Social Responsibility (CSR).
- Assessment of the multi-dimensional impacts of the COVID-19 pandemic on society, the environment, and the economy.
- Analysis of ethical dilemmas inherent in healthcare systems and the pharmaceutical sector during a global crisis.
- Evaluation of Bayer AG’s strategic reactions, operational changes, and philanthropic efforts during the pandemic.
- Critical discussion on the intersection of corporate reputational damage and ethical conduct.
Excerpt from the Book
5.3 Company’s Reputation and Consequences
Bayer has been suffering for some time now from the severe damage of its reputation caused by the Monsanto acquisition. At times, the number of lawsuits involving Monsanto's weed killer ROUNDUP (also known as GLYPHOSATE) has risen to 50,000+. Behind this number, there are standing several millions in possible compensation claims. Bayer has also been caught in the crossfire between media and public as a result of numerous manipulations of scientific studies.
However, the COVID-19 crisis is now overshadowing everything, which benefits the Bayer AG for now.
Now, Bayer is not recognisable anymore. The same newspapers are now writing about the important role of Bayer in the pharmaceutical sector and its research on a treatment or vaccine for SARS-CoV-2. Bayer donates money, masks, medical machines, and drugs to reduce the effect of the pandemic in Germany and in the epicentres of the crisis. This is Business Ethics and especially CSR at its best, but whether this image of the company will remain intact after the crisis or the old disastrous shadow of the Monsanto acquisition will have a comeback you can not say at this moment.
Summary of Chapters
1 Introduction: Provides an overview of the essay's focus on business ethics and the impacts of the coronavirus pandemic on Bayer AG.
2 Main Concepts: Defines fundamental frameworks including the Triple Bottom Line, general Business Ethics, and Corporate Social Responsibility.
3 Coronavirus Pandemic: Discusses the broader societal, environmental, and economic consequences resulting from the global pandemic.
4 Health System and Medical Research: Analyzes the ethical challenges faced by medical staff and the pharmaceutical industry during the crisis.
5 Case Study: Bayer AG: Examines Bayer's specific responses to the pandemic, including donations and changes in behavior, alongside their historical reputational challenges.
6 Conclusion: Summarizes the evidence regarding Bayer’s role during the pandemic and provides a critical evaluation of the methodologies used in the study.
Keywords
Business Ethics, Corporate Social Responsibility, Triple Bottom Line, COVID-19, Bayer AG, Pharmaceutical Industry, Reputation, Sustainability, Philanthropy, Ethical Challenges, SARS-CoV-2, Stakeholder Management, Moral Theory.
Frequently Asked Questions
What is the fundamental purpose of this scientific essay?
The essay aims to explore how corporate responsibility and ethical conduct are shaped by global crises, using the response of Bayer AG to the COVID-19 pandemic as a case study.
Which theoretical concepts form the basis of this analysis?
The research relies on three core frameworks: the Triple Bottom Line (Profit, People, Planet), general Business Ethics, and the strategic application of Corporate Social Responsibility (CSR).
What is the primary research question?
The central question investigates how Bayer AG reacted to the pandemic from an ethical and responsibility perspective, how their behavior changed, and what impact these actions had on their public reputation.
What scientific methodology is utilized in this paper?
The work employs a literature-based theoretical analysis combined with a descriptive case study of a specific corporation, followed by a critical assessment of the methodology itself.
What specific aspects of the pandemic are covered?
The paper addresses the social, environmental, and economic impacts of the virus, as well as the specific dilemmas faced by the healthcare and pharmaceutical sectors.
Which keywords best describe the paper's content?
Key terms include Business Ethics, Corporate Social Responsibility, Triple Bottom Line, Bayer AG, and the impact of the COVID-19 crisis on corporate reputation.
How did Bayer AG change its behavior during the pandemic?
The study highlights how Bayer pivoted from profit-oriented behavior to social assistance, specifically by donating millions of tablets of the drug RESOCHIN to various governments and providing financial support to mitigate the crisis.
How did the Monsanto acquisition influence Bayer's public image?
Bayer suffered significant reputational damage due to the Monsanto acquisition, particularly regarding lawsuits involving the weed killer Roundup and allegations of manipulated scientific studies, which contrasted with their positive actions during the pandemic.
- Arbeit zitieren
- Tim Niklas Buchholz (Autor:in), 2020, Ethical and Responsibility Challenges and Opportunities arising from the COVID-19 Crisis. Focusing on the Pharmaceutical Sector the Example of the Bayer AG, München, GRIN Verlag, https://www.grin.com/document/1005611
