The public health footprint associated with corporate behavior has come under increased scrutiny in the last decade, with an increased expectation that private profit not come at the expense of consumer welfare. Consumers, Corporations, and Public Health assembles 17 case studies at the intersection of business and public health to illustrate how each side can inform and benefit the other. Through contemporary examples from a variety of industries and geographies, this collection provides students with an appreciation for the importance of consumer empowerment and consumer behavior in shaping both health and corporate outcomes.

John A. Quelch is the Charles Edward Wilson Professor of Business Administration at Harvard Business School and Professor in Health Policy and Management at Harvard School of Public Health.

Preface Introduction Contributors I. Corporate Strategy and Public Health 1. Johnson & Johnson: The Promotion of Wellness John A. Quelch and Carin-Isabel Knoop 2. Colgate-Palmolive Inc.: Superior Anti-Cavity Toothpaste John A. Quelch and Margaret L. Rodriguez 3. Royal Caribbean Cruises Ltd.: Safety, Environment and Health John A. Quelch and Margaret L. Rodriguez II. Consumer Analytics and Health Care Outcomes 4. Carolinas Healthcare System: Consumer Analytics John A. Quelch and Margaret L. Rodriguez 5. Philips Healthcare: Marketing the HealthSuite Digital Platform John A. Quelch and Margaret L. Rodriguez III. Prevention And Adherence 6. Cancer Screening in Japan: Market Research and Segmentation John A. Quelch and Margaret L. Rodriguez 7. Dumb Ways to Die: Advertising Train Safety (A), (B), and (C) John A. Quelch 8. CVS Health: Promoting Drug Adherence Leslie K. John, John A. Quelch, Robert Huckman IV. Consumer Access and Affordability 9. The Slingshot: Improving Water Access John A. Quelch, Margaret L. Rodriguez, Carin-Isabel Knoop 10. Vaxess Technologies, Inc. John A. Quelch, Margaret L. Rodriguez 11. AccessHealth CT: Marketing Affordable Healthcare John A. Quelch and Michael Norris V. Consumerism and Paternalism 12. 23andMe: Genetic Testing for Consumers (A) and (B) John A. Quelch and Margaret L. Rodriguez 13. Demarketing Soda in New York City John A. Quelch, Margaret L. Rodriguez, Carin-Isabel Knoop, Christine Snively VI. Emerging Markets, Consumer Behavior and Public Health 14. Fresno's Social Impact Bond for Asthma John A. Quelch and Margaret L. Rodriguez 15. E-Cigarettes: Marketing Versus Public Health John A. Quelch and Margaret L. Rodriguez VII. Consumer Power in Shaping Public Health 16. Rana Plaza: Workplace Safety in Bangladesh (A) and (B) John A. Quelch and Margaret L. Rodriguez 17. Note on Mobile Health Care John A. Quelch and Margaret L. Rodriguez