IDEAS home Printed from https://ideas.repec.org/a/aza/jbs000/y2019v8i1p86-99.html
   My bibliography  Save this article

Non-causality crisis response and organisational reputation: The reactions of CVS to the opioid epidemic

Author

Listed:
  • Fortunato, John A.
  • Gigliotti, Ralph A.

Abstract

Many crisis management studies focus on an organisation that is deemed to be responsible for the occurrence of a crisis. In crises where there is no direct, singular causality, any organisation has the opportunity to proactively initiate policies to address the situation. The opioid crisis is one societal issue that cannot easily be attributed to any singular organisation. Research indicates that an effective healthcare campaign has to address the audience resistance barriers to behaviour change, which include both the denial of condition applicability to self and the rejection of unappealing treatment recommendations. CVS Health (CVS) has initiated policies to address this epidemic that follow this strategic guide. CVS is now limiting the number of days and the daily dosage of opioid prescriptions for new patients, increasing education and counselling programmes, facilitating the disposal of opioid medication, and working with governments to make opioid-overdose medication available without a prescription. Through these actions, CVS is attempting to influence healthcare behaviours, enhance its brand reputation and strengthen its position as a healthcare solutions leader.

Suggested Citation

  • Fortunato, John A. & Gigliotti, Ralph A., 2019. "Non-causality crisis response and organisational reputation: The reactions of CVS to the opioid epidemic," Journal of Brand Strategy, Henry Stewart Publications, vol. 8(1), pages 86-99, June.
    • Handle: RePEc:aza:jbs000:y:2019:v:8:i:1:p:86-99
    as

    Download full text from publisher

    File URL: https://hstalks.com/article/737/download/
    Download Restriction: Requires a paid subscription for full access.
    File URL: https://hstalks.com/article/737/
    Download Restriction: Requires a paid subscription for full access.
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    More about this item

    Keywords

    Brand reputation; brand positioning; crisis response; corporate social responsibility; opioid addiction; healthcare behaviour;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:aza:jbs000:y:2019:v:8:i:1:p:86-99. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Henry Stewart Talks (email available below). General contact details of provider: .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.