Crisis Management at Bausch & Lomb - The 'ReNu Moistureloc' Controversy
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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.
ReNu Eye Infections - The Initial Reports
In February 2006, B&L stopped shipments of ReNu MoistureLoc to Singapore and Hong Kong although they maintained that the infection was not linked to their product. B&L partnered with health authorities and researchers to investigate the extent and cause of the outbreak.
A Hazy View At B&L?
As B&L stopped shipments of ReNu MoistureLoc, US retail giants like Sears Holdings Corp. (Kmart, Sears Essentials, and Sears Grand stores), CVS Corp. (CVS), Wal-Mart Stores, Inc.,, Walgreen Co. (Walgreens), Rite Aid Corp. and all Albertson Inc.'s owned chains, including Jewel-Osco and Shaw's, pulled ReNu MoistureLoc off their store shelves. Walgreen went a step further and took all ReNu products off its shelves, not just the ones with the ReNu MoistureLoc formulation line, to prevent confusion among customers. Synsam and Specsavers Blic Optik of Sweden also pulled ReNu MoistureLoc off their shelves...
Competitors Eye B&L's Market Share
As of April, 2006, more than 30 million people wore contact lenses in the US and the estimated global market for lens care solutions was US$1.8 billion. In terms of market share, B&L, Alcon Inc. (Alcon), and Advanced Medical Optics, Inc. (Advanced Medical) held the top three positions in the market (Refer to Table IV for Global market share of top three players in Lens Care). B&L's ReNu MoistureLoc alone accounted for 9.2% of the market share in U.S. lens care solutions...
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