Thank you for your quick assessments and decision-making regarding our difficulties with the introduction of the GlucoGauge.

First, you examined the background information and available evidence provided by Nick Bay, SVP of Marketing, and determined that the problems associated with inaccurate readings using the monitor were due toconsumers misusing the device in the field.

Next, you worked with Nick Bay, VP of Marketing, on how to allocate the emergency marketing expenditure authorized by the Board. You determined spending amounts for updating packaging instructions and initiating a communication campaign with our doctors. In total, you spent0.00 on packaging and $250,000.00 on communication campaignsacross initiatives.

Then, you worked directly with myself and the VPs of Marketing and Operations to save jobs byadvising users to switch the test strip brand.

Finally, you worked with Rich Montella, Engineering Manager, to investigate customers' problems syncing their glucose meters to their smartphones. You helped identify that approximately50%of smartphone-using customers wait a month between syncing their readings.

1. Discuss the choices you made and identify the four biases associated with this case (cite your simulation reports, outside references and your textbook). Some questions to consider:

a. Why did you make those choices? Which kinds of information did you use to make these choices? Which decisions seem challenging? Why? Was there any additional information you would like to have before making a choice? Why or why not? If you have identified something, describe the information source and why you believe it would help. How did the biases affect judgement and decision making?

b. Have you encountered any of the four biases in your life, and what strategies could you employ to ensure that you do not fall into these biases in your professional/personal decision making?

2. Consider the media's reaction to this crisis. How should the CEO address safety concerns related to these products? Use 2-3 paragraphs to provide recommendations.

3. Conduct an Internet search on product safety crises. Identify a company who experienced a similar crisis (cite your references). Describe it. Did the company handle the situation well? Why or why not?