Business Case Studies & Business Publications

The Female Health Company (C)

Powell, Elizabeth ...

Case

The Female Health Company (C)

Powell, Elizabeth A.

BC-0253 | Published May 24, 2013 | 3 Pages Case

Collection: Darden School of Business

Product Details

It has been nearly 30 years since Mary Ann Leeper was almost ready to give up on the female condom (as described in the A case). By 2012, FHCO had built its brand and achievements on its global reach; Leeper and her colleagues had introduced the company’s second-generation female condom (FC2) in 138 countries. The company, which by now had 144 employees, found itself trying to succeed once more in the domestic U.S. market. This time around, they would depend on the lessons of FHCO's global experience to bring relief to the HIV/AIDS epidemic in the United States. Would the shift in approach work this time?

This case series is appropriate for a unit or course on integrated marketing communications or corporate communication. It can be positioned as a case on market segmentation and promotions, product advertising, refining definitions of audiences, message development and channel choice, communication in networks, or intercultural communication. The case lends itself to audience analysis, stakeholder analysis, and diagramming communication networks. Special relations with government and nongovernmental organizations (NGOs) are highlighted. Other possible uses include supply chain communication, social enterprising, health care and biotech, ethics and strategy, and global strategy.