Part 1: Play the Part—Corporate Social Responsibility
Instructor Brief for Role Play on Corporate Social Responsibility
Summary and Purpose
This role play involves ABX, a hypothetical biotechnology firm that makes mosquito control
products. The firm is deciding whether to donate a year’s supply of its new spray to certain
developing countries as part of its corporate social responsibility (CSR) efforts. The problem
is that one internal study raised some potential links between the new spray and human
birth defects, preventing approval of the spray in the United States.
Skills
In this role play exercise, students will have the opportunity to practice valuable work skills,
including:
• Strategic thinking: formulating strategies to achieve an organization’s vision while
accounting for its strengths, weaknesses, opportunities, and threats.
Format
There are two primary roles in this activity: Frank Pierce, the Chief Global Marketing Officer
for ABX, and Rosalie Haber, Promotion Manager for ABX.
Background/Scenario
ABX is a biotechnology firm at the cutting edge of research into mosquito control products.
Its scientists have developed a new spray that decimates mosquito colonies by disrupting
the insects’ reproductive cycle. Nothing else on the market delivers such potent effects.
In the competitive landscape, ABX stands out not only for its scientific expertise but also for
its social responsibility initiatives. Company salespeople report that the firm’s reputation for
good corporate citizenship helps them open doors and close deals. At the heart of its CSR
efforts: ABX routinely donates a year’s supply of new product prototypes to public health
agencies in developing countries. The agencies get access to innovative products they could