Published by:
Harvard Business Publishing
Length: 9 pages
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Abstract
MDC Industries must decide whether to buy a new and safer wallboard technology. With almost the same flame-retardant qualities as other wall and ceiling panels, Smoke-Safe had the advantage of giving off almost no fumes or smoke in fire tests. Most fire-related deaths are from smoke, not flames. Smoke-Safe would cost about the same to manufacture as MDC''s current wallboard. However, MDC had several other good options for spending the $5 million Smoke-Safe''s inventor was asking. And the prospect of lobbying to change the building codes in order to market Smoke-Safe was daunting. With only 18% of the wallboard market, MDC might not have the clout to influence major cities to revise their codes. Six experts in marketing, law, and ethics advise MDC Industries on how it can balance ethical and business imperatives.
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Abstract
MDC Industries must decide whether to buy a new and safer wallboard technology. With almost the same flame-retardant qualities as other wall and ceiling panels, Smoke-Safe had the advantage of giving off almost no fumes or smoke in fire tests. Most fire-related deaths are from smoke, not flames. Smoke-Safe would cost about the same to manufacture as MDC''s current wallboard. However, MDC had several other good options for spending the $5 million Smoke-Safe''s inventor was asking. And the prospect of lobbying to change the building codes in order to market Smoke-Safe was daunting. With only 18% of the wallboard market, MDC might not have the clout to influence major cities to revise their codes. Six experts in marketing, law, and ethics advise MDC Industries on how it can balance ethical and business imperatives.