Laboratoires Berden had quite a run. Founded in 1996 by Eric Dumonpierre, who also served as CEO, Berden successfully commercialised Mutorex, a drug to treat obesity. Dumonpierre quickly became a star chief executive, winning several awards for corporate social responsibility. He invested in an all-hybrid vehicle fleet well before it was fashionable. He planted trees in and around Paris to stop deforestation. His employees loved him; they were given "solidarity leave" — full pay while on humanitarian missions, and he instituted a 32-hour workweek. Dumonpierre was celebrated at industry conferences and political forums, and was cited in the media.

But

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The reputation game

It worked

Why did it work?

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What now?