Preview

Csr Communication in the Pharma Industry

Powerful Essays
Open Document
Open Document
35523 Words
Grammar
Grammar
Plagiarism
Plagiarism
Writing
Writing
Score
Score
Csr Communication in the Pharma Industry
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

2

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



Bibliography: Andriof, J., Waddock, S., Husted, B. and Rahman, S.S. (Eds.), 2002. Unfolding Stakeholder Thinking: Theory, Responsibility and Engagement: 1–18. Sheffield: Greenleaf. Argenti, P. And Forman, J. (2002) The Power of Corporate Communication: Crafting the Voice and Image of Your Business. New York: McGraw Hill. Argenti, P. (2006) Corporate Communication. New York: McGraw Hill. Barney, J. and Hesterly, W. (2006) Strategic Management and Competitive Advantage (2nd Ed.) New Jersey: Pearson Prentice Hall. Baron, D. P. (1995) “Integrated strategy: Market and nonmarket components”. California Management Review, 37(2), 47-65. (In: Tetrault Sirsly and Lamertz, 2007) Beckmann, Suzanne C.; Morsing, M Blauw, E. (1986) Het corporate image: beeldvorming van de onderneming. Eén van de meest complexe managementvraagstukken. Amsterdam: De Viergang. (In: van Riel, C.B.M. and Fombrun, Ch., 2007). Bowmann-Larsen, L. and Wiggen, O. (2004) “Responsibility in World Business: Managing Harmful Side-Effects of Corporate Activity” (United Nations University Press, USA). (Quoted by O’Riordan and Fairbrass, 2008) Brønn, P.S Bryman, Alan (2004). Social research methods (2nd ed.). New York: Oxford University Press. Burchell, J. and Cook, J. (2006) “It’s good to talk? Examining attitudes towards corporate social responsibility dialogue and engagement processes”. Business Ethics: A European Review. Volume 15, Number 2. April 2006. Burke, L. and Logsdon, J. M. (1996). “How corporate social responsibility pays off”. Long Range Planning, 29, 495-502. Businessweek.com, URL: http://www.businessweek.com/ap/financialnews/D9FFJK8O3.htm (14/04/2010) Canada´s Research-Based Pharmaceutical Companies: URL: https://www.canadapharma.org/en/research/industryfacts/Researchisnoteasy.aspx (07/04/2010) Cabañero-Verzosa, C Cangemi, Joseph (2009) “Analysis of an Adversarial Labor/Management Situation in a Latin American Industrial Setting: A Case Study using Maslow 's Hierarchy of Needs”. Organization Development Journal; Spring2009, Vol. 27 Issue 1, p37-47. Carroll, A. B. (1991, July/August) “The pyramid of corporate social responsibility: Toward the moral management of organizational stakeholders”. Business Horizons, 34, pp. 39-48. Carroll, Archie B. (1999). “Corporate social responsibility. Evolution of a definitional construct”. Business & Society, Vol. 38, Iss. 3, pp. 268-295. Carroll Archie B., Shabana Kareem M. (2010) “The Business Case for Corporate Social Responsibility: A Review of Concepts, Research and Practice”. International Journal of Management Reviews. Vol. 12, No. 1. pp. 85-105 Cassell, C Cassell, C. & Symon, G. (1994). “Qualitative research in work contexts”. (In Catherine Cassell & Gillian Symon, 1994) 82 Clark, C.E. (2000), “Differences between public relations and corporate social responsibility: an analysis”, Public Relations Review, Vol. 26 No. 3, pp. 363-80. (In Sones et al. 2009) Coombs, T Coombs, T.; Holladay, S. (2007) It 's not just PR: public relations in society. Malden, MA. Blackwell Publishing. Cornelissen, J. (2004) Corporate communication: Theory and practice. London: Sage. Cornelissen, J. (2008) Corporate communication: A guide to theory and practice. 2nd ed. London: Sage. Corporatewatch.org.uk, “Corporate Crimes. Pharmaceutical Industry: Sector Overview.” URL: http://www. corporatewatch.org.uk/?lid=315 , Corporate Watch, London, UK. (04/05/2010). Coupland, C. (2005) “Corporate Social Responsibility as Argument on the Web”. Journal of Business Ethics, Vol. 62, Iss. 4, pp. 355-366. Crane, A. and Livesey, S. (2003) “Are you talking to me? Stakeholder communication and the risks and rewards of dialogue”. (In Andriof, J., Waddock, S., 2002) Crane, A.; McWilliams, A.; Matten, D.; & Siegel, D Commission of the European Communities (2001) “Promoting a European Framework for Corporate Social Responsibilities”, COM (2001) 366 final, Brussels. Dahlsrud, A. (2008). “How corporate social responsibility is defined: an analysis of 37 definitions”. In: Corporate Social Responsibility and Environmental Management, Vol. 15, Iss. 1, pp. 1-13. Dawkins, J. (2004). “Corporate responsibility: the communication challenge”. Journal of Communication Challenge, 9, pp. 108–119. (In: Du et al. 2010) 83 Donaldson, T. and Preston L., (1995) “The Stakeholder Theory of the Corporation: Concepts, Evidence, and Implications” The Academy of Management Review, Vol. 20, No. 1 (Jan., 1995), pp. 65-91. Du, S., Bhattacharya, C.B. and Sen, S. (2007). “Reaping relationship rewards from corporate social responsibility: the role of competitive positioning”. International Journal of Research in Marketing, 24, pp. 224–241. (In: Du et al. 2010)

You May Also Find These Documents Helpful