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Green Cross and the Gonzalo Co story

Andrea Santiago (Department of Strategic Management, Asian Institute of Management, Makati, Philippines)
Fernando Roxas (Operations Department, Asian Institute of Management, Makati, Philippines)

The CASE Journal

ISSN: 1544-9106

Publication date: 12 September 2016



This case is the story of Gonzalo Co, the eldest of five siblings, who claimed to be the founder of Gonzalo Laboratories. According to his version of the story, he invited his siblings to work in the business that he established. As fate would have it, he was eased out of the business. His contributions to the company were wiped out when he acceded to change the form of ownership from single proprietorship into a corporation. In a situation of “he said”, “they said”, the well-publicized conflict leaves the public to wonder how the family will resolve their disagreements even if both parties insist that their respective stories are true.

Research methodology

The researchers relied on secondary data to write the narrative of Gonzalo Co. For the history of Green Cross, the authors used as reference the personally published book of Gonzalo. Then, the authors picked out relevant excerpts from the separate newspaper publications of Gonzalo and his siblings. The authors requested an audience with Mr Arsenio Alianan of the Philippine Kho Association, but he refused to be interviewed. The authors did not interview Gonzalo Co and any of his relatives.

Relevant courses and levels

Family business management class at the undergraduate or graduate level.



This paper was funded by the Basant and Sarala Birla Professorial Chair.


Santiago, A. and Roxas, F. (2016), "Green Cross and the Gonzalo Co story", The CASE Journal, Vol. 12 No. 3, pp. 352-373.



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