ABSTRACT
General Robert Wood Johnson, who guided Johnson & Johnson from a small, family-owned business to a worldwide enterprise, had a very perceptive view of a corporation's responsibilities beyond the manufacturing and marketing of products. With Johnson & Johnson's good name and reputation at stake, company managers and employees made countless decisions that were inspired by the philosophy embodied in the Credo. The Credo has become a trust mark. The public trusts the company to operate ethically and to create products that will help them live longer and more healthily. The Credo, seen by business leaders and the media as being far-sighted, received wide public attention and acclaim. Putting customers first, and stockholders last, was a refreshing approach to the management of a business. The Johnson & Johnson Credo is available in 36 languages spreading across Africa, Asia–Pacific, Eastern Europe, Europe, Latin America, Middle East and North America.
