The credo essentially outlines the corporation’s responsibilities, in order. It begins with the primary responsibility, which anyone who uses its products and services. It outlines how the company must strive to keep costs reasonable, and that suppliers and distributors must have an opportunity to make a fair profit. Second, the credo goes into its responsibilities to its employees. It outlines how each person is considered an individual, who must feel secure with their jobs, with fair compensation and a clean and safe workplace. Further, it emphasizes how an employees’ primary responsibility is to its families. It emphasizes that management must be fair and ethical. The third re

The credo, while used as a good example from an ethics standpoint can also be argued that it can be shown as how a good company is run. The credo does seem idealistic, and paints a picture of safe happy users and employees in an improved community. The company does use specific wording in its credo. At a first glance the credo does seem impractical, however, if the definitions of key words are looked at further, the company is not giving its profits away. For instance, the company indicates that it must maintain “reasonable” prices. A more idealistic word would be “affordable”, however in this day and age, reasonable could be the same price as a competitor, which may be equally as expensive. Similar wording is in the compensation for employees section, which indicates it must be “fair and adequate”, where the company could have said that it strives to compensate amply compared to competitors. Finally, in the last sentence it indicates that the stockholders will obtain a “fair” return. It can be viewed as either good or bad that the return is only “fair”.

The last point would be that typically with this “credo” and do-gooder type motto, media reports would be greeted with public scorn because the public is suspicious of the corporation\'s motives.

Through the use of the stakeholder model, Johnson and Johnson shows that it uses the rights theory for ethics. After establishing the user as the primary responsibility, they employ the rights model when the company states that it “must” do things. It must reduce its costs, customers orders must be serviced promptly. Suppliers must have an opportunity to make a fair profit. Employees must be respected and recognized. Compensation must be fair. With the community, it must have good citizens and encourage civil improvements. In the last responsibility, the shareholders, it first mentions profits, but then says the company must develop new ideas and must purchase new equipment.

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