Hayward and Guzman Case

Hayward & Guzman: Disposable Contact Lenses

Identification of the case Problem/Dilemma

Hayward & Guzman’s eye care division has developed a new easy-to-use disposable contact lens product. The company has invested close to $18 million over the past five years and they are now ready to market the product. Nadine Palmer has been asked to come up with the pricing for two different product offerings. The company is planning on marketing the product two distinct ways: a two-week-use lens, and a 24-hour-use lens.

The problem or dilemma is the way the company plans to deceive the customers since they have only developed one product but plan to offer them as two distinct products. The physical lenses are identical but the packaging will be different and so will is usage. The company is misleading the customers into thinking one lens will last longer than the other when in fact, they are identical.

Possible Approaches

Nadine Palmer has two options: she can come up with the pricing and agree to deceive the customers, or she could approach her superiors to discuss the ethical issues involved. If Nadine approaches her superior and let them know that hat they plan to do is unethical, she will more than likely lose her job. If Nadine decides to approach her bosses, she would be using the Altruism theory. Worchel, Cooper, and Goethals, 1988:394 describe altruism as ‘behaviour… that renders help to another person’. If Nadine decides to provide the pricing and allow the company to deceive its customers then she would be using Hedonistic egotism.

Best Solution

Even though I do not believe companies should deceive their customers, I think Nadine should come up with the pricing for the disposable contact lens. Nadine does not know if other contact lens companies also deceive their customers. If she decides to speak up, her actions will not result in any changes. Many companies use unethical practices and their employees end up doing what they were asked to do by...