Product Overview

The case revolves around a critical incident that took place at an Indian pharmaceutical company, in which various stakeholders had very different perspectives regarding the nature, causes and consequences of the incident. By illustrating the contrasting perceptions of the same event, the authors have shed light on the nature of perception and perceptual processes, including cognitive biases and errors in human judgement. The case provides insights into how these manifest in the organisational context and how managers could be made more aware of them to avoid errors in judgment and make choices that are more informed.

Learning Objectives

Understanding perception and perceptual processes. Understanding various factors influencing perception, including context, cognitive biases and errors. Understanding the manifestations and consequences of biased perceptual processes. Understanding the tools to change perceptions.