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Critical thinking
Case Odwalla
The name "Odwalla" does not only represent for the high quality and healthy
product, but it also reminds us about the value of the business ethics. Odwalla, Inc. faced
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an unforgettable crisis in 16 from causing the death of a baby and the illness of several
people. If this problem happens to other companies, they usually deny for the guilt and do
not take any responsibility. Unlike typical business, Odwalla took full responsibility and
tried their best to solve the problem. Its good intention paid off. At the end, the situation
got better because people realized how hard the company tried to fix everything. This is a
very good lesson for every business and for us.
Odwalla executives and employees used many critical thinking skills to help the
company got through the crisis. In chronological order, these are some examples about
what they did.
When Odwalla executives got a phone call from Washington State health reported
about the illness causing by their juice, they decided to recall all apple juice and carrot
juice-based product. They used Inference to conclude the situation. That call only told
them the patients had consumed the juice. No one knew about the real reason of the
incident. They also used Analysis to make a decision to recall because when they
looked at their values honesty, integrity, and respect, they realized what is the most
important thing for them.
The second action the executives, Greg and Stephen, took was doing the
interviews as many as they could instead of using lawyer or spokesman to do that. The
critical skills they used were Interpretation and Analysis. Greg and Stephen knew the
people would feel better if they heard the information from Odwalla executives, and the
interview was very important because it was the way not only to communicate, but also
to express the feeling directly to the public.
After the first two actions, the company tried so hard to find the cause of the
incident. Odwalla provided Food and Drug Administration (FDA) access to all of their
operations and procedures. Their goal was finding the way to avoid any type of food
safety problem in the future. This showed how open-minded and truth seeking they were.
They accepted they had problem and truly wanted to get to answer. They used Self-
regulation to improve themselves.
Odwalla knew if they wanted to reintroduce their juice to the market, they had to
make sure nothing could contaminate in their juice. Therefore, they studied until they
found the technology called "flash pasteurization". They gained trust again from their
customer with this technology. This is Systematic thinking. They used reasons to draw
the logical conclusion. They also used Analysis and Inference to get those reasons.
Odwalla used critical thinking to get through their crisis successfully. Every
action they took they used at least one of the six cognitive skills that comprise critical
thinking. In business world, executive has to make a decision fast and effective all the
time, especially in crisis. Thus, we should practice our critical thinking skill as much as
possible because when that moment comes, we have to respond it immediately. If we
have the strong skills, we can find the best solution for the problem.
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