Csr Communication in the Pharma Industry

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CSR COMMUNICATION IN THE PHARMACEUTICAL INDUSTRY
AN ANALYSIS OF THE WEBSITES OF THREE PHARMACEUTICAL WHOLESALERS

MASTER THESIS

Author: José Javier Levrino (JL82847) Supervisor: Anne Ellerup Nielsen MA in Corporate Communication Århus, Denmark. August 2010

CSR COMMUNICATION IN THE PHARMACEUTICAL INDUSTRY

José Javier Levrino

Table of contents Abstract 1. Introduction 1.1 Motivation 1.2 Problem statement 1.3 Delimitation 1.4 Methodology 1.4.1 1.4.2 1.4.3 1.4.4 Scientific paradigm: hermeneutics Qualitative research approach Theoretical framework Analysis of websites 1.4.4.1 Selection criteria 1.4.4.2 Data collection 1.5 Structure 2. Theoretical framework 2.1. Corporate Communication 2.1.1. Defining Corporate Communication 2.1.2. Core concepts of corporate communication 2.1.3. Organization and functions of corporate communication 2.1.4. Corporate Communication as a management function 2.2. Corporate Social Responsibility 2.2.1. Towards a definition of CSR 2.2.2. Organizations and CSR involvement 2.2.2.1. Why companies engage in Corporate Social Responsibility? 2.2.2.2. Involvement levels on CSR 2.2.2.3. CSR and Corporate Communication: a strategy of visibility 2.2.3. Communicating CSR 2.2.3.1. Challenges of CSR communication 2.2.3.2. CSR Communication strategies 2.3. Stakeholders and CSR 2.3.1. Concept 2.3.2. The importance of stakeholders for CSR 2.3.3. Categorizing the stakeholders 2.3.4. Stakeholder theory 2.3.5. Stakeholder map 5 6 6 7 7 8 8 9 10 10 11 11 11 13 13 13 15 16 18 20 20 23 23 27 28 31 33 38 40 40 41 42 43 45

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CSR COMMUNICATION IN THE PHARMACEUTICAL INDUSTRY

José Javier Levrino

3. CSR in the pharmaceutical industry 3.1. Introduction to the pharmaceutical industry 3.2. Health and the pharmaceutical industry 3.3. Why do companies in the pharmaceutical industry get involved in CSR? 3.4. Pharmaceuticals and CSR: the importance of stakeholders 4. Introduction to the analysis of the websites 4.1. Communicating CSR through websites 4.2. Analytical framework 4.3. Companies presentation 4.3.1. Celesio AG 4.3.2. Alliance Boots Plc. 4.3.3. Suzuken 5. Analysis 5.1. CSR initiatives (Level 1) 5.1.1. Celesio AG 5.1.1.1. Description of initiatives 5.1.1.2. Analysis of message content 5.1.2. Alliance Boots Plc. 5.1.2.1. Description of initiatives 5.1.2.2. Analysis of message content 5.1.3. Suzuken 5.1.3.1. Description of initiatives 5.1.3.2. Analysis of message content 5.2. CSR involvement (Level 2) 5.2.1. Celesio AG 5.2.1.1. Motives for CSR involvement 5.2.1.2. Classification of stakeholders 5.2.2. Alliance Boots Plc. 5.2.2.1. Motives for CSR involvement 5.2.2.2. Classification of stakeholders 5.2.3. Suzuken 5.2.3.1. Motives for CSR involvement 5.2.3.2. Classification of stakeholders 5.3. CSR Communication strategies (Level 3) 5.3.1. Celesio AG 5.3.1.1. CSR communication strategy

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CSR COMMUNICATION IN THE PHARMACEUTICAL INDUSTRY

José Javier Levrino

5.3.2. Alliance Boots Plc. 5.3.2.1. CSR communication strategy 5.3.3. Suzuken 5.3.3.1. CSR communication strategy 5.4. Conclusion to analysis of the websites 6. General conclusion 6.1. Final reflections 7. Bibliography 8. Appendices 8.1. Appendix 1: Celesio AG (screenshots - Appendices 1.1 - 1.11 ) 8.2. Appendix 2: Alliance Boots Plc. (screenshots - Appendices 2.1-2.7) 8.3. Appendix 3: Suzuken (screenshots - Appendices 3.1-3.16)

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Total number of characters excl. spaces: 174.837 (79,47 standard A4 pages).

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CSR COMMUNICATION IN THE PHARMACEUTICAL INDUSTRY

José Javier Levrino

Abstract Purpose: The purpose of this research is to explore how companies within the pharmaceutical industry manage their CSR strategy and communication. Design/Methodology/Approach: Given the objectives and nature of the research, this investigation is guided by a hermeneutics scientific paradigm....
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