Consumers, Corporations, and Public Health
A Case-Based Approach to Sustainable Business

The public health footprint associated with corporate behavior has come under increased scrutiny in the last decade, with an increased expectation that private profit not come at the expense of consumer welfare. Consumers, Corporations, and Public Health assembles 17 case studies at the intersection of business and public health to illustrate how each side can inform and benefit the other. Through contemporary examples from a variety of industries and geographies, this collection provides students with an appreciation for the importance of consumer empowerment and consumer behavior in shaping both health and corporate outcomes.

Preface
Introduction
Contributors
I. Corporate Strategy and Public Health
1. John A. Quelch and Carin-Isabel Knoop: Johnson & Johnson: The Promotion of Wellness
2. John A. Quelch and Margaret L. Rodriguez: Colgate-Palmolive Inc.: Superior Anti-Cavity Toothpaste
3. John A. Quelch and Margaret L. Rodriguez: Royal Caribbean Cruises Ltd.: Safety, Environment and Health
II. Consumer Analytics and Health Care Outcomes
4. John A. Quelch and Margaret L. Rodriguez: Carolinas Healthcare System: Consumer Analytics
5. John A. Quelch and Margaret L. Rodriguez: Philips Healthcare: Marketing the HealthSuite Digital Platform
III. Prevention And Adherence
6. John A. Quelch and Margaret L. Rodriguez: Cancer Screening in Japan: Market Research and Segmentation
7. John A. Quelch: Dumb Ways to Die: Advertising Train Safety (A), (B), and (C)
8. Leslie K. John, John A. Quelch, Robert Huckman: CVS Health: Promoting Drug Adherence
IV. Consumer Access and Affordability
9. John A. Quelch, Margaret L. Rodriguez, Carin-Isabel Knoop: The Slingshot: Improving Water Access
10. John A. Quelch, Margaret L. Rodriguez: Vaxess Technologies, Inc.
11. John A. Quelch and Michael Norris: AccessHealth CT: Marketing Affordable Healthcare
V. Consumerism and Paternalism
12. John A. Quelch and Margaret L. Rodriguez: 23andMe: Genetic Testing for Consumers (A) and (B)
13. John A. Quelch, Margaret L. Rodriguez, Carin-Isabel Knoop, Christine Snively: Demarketing Soda in New York City
VI. Emerging Markets, Consumer Behavior and Public Health
14. John A. Quelch and Margaret L. Rodriguez: Fresno's Social Impact Bond for Asthma
15. John A. Quelch and Margaret L. Rodriguez: E-Cigarettes: Marketing Versus Public Health
VII. Consumer Power in Shaping Public Health
16. John A. Quelch and Margaret L. Rodriguez: Rana Plaza: Workplace Safety in Bangladesh (A) and (B)
17. John A. Quelch and Margaret L. Rodriguez: Note on Mobile Health Care

Masters level students interested in health care in MBA programs, students in MPH/MS programs at schools of public health and health policy