'In this fictional case, the CEO of a global pharmaceutical company based in Belgium with operations in Moscow is contemplating what to do in the wake of Russia’s invasion of Ukraine in February 2022.'
Belinda Genser, the CEO of Spark Pharma, was sitting in the boardroom with Claude Muteba, the firm’s CFO and her closest confidante, and she didn’t like the look on his face. They’d just finished the leadership team’s weekly meeting and were using the time afterward to catch up.
The Ukraine war was a stark example of the huge change in societal expectations about how companies should behave in response to political and social events. It was no longer possible for them to stand on the sidelines. Companies around the world were being called upon by consumers, employees, and investors to apply their own sanctions on top of government-mandated ones.
“She makes a strong argument that we pull out completely,” Belinda said. “She’s worried we’re headed for a PR crisis.” “I can’t imagine having to tell my patients that the medicines they need are no longer available to them,” he said. “The philosophy of ‘Do no harm’ isn’t very straightforward here, is it?”
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