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題名 環境、社會和治理對企業策略之影響-以P公司為例
The Association between Environment, Social, Governance and Corporate Strategy: A Case Study of P Company作者 夏御豪
Hsia, Richard Yuhao貢獻者 林宛瑩
Lin, Wan-Ying
夏御豪
Richard Yuhao Hsia關鍵詞 環境
社會和治理
企業社會責
企業策略
藥廠
行銷道德
ESG
CSR
Corporate strategy
Pharmaceutical
Marketing ethics日期 2022 上傳時間 1-Mar-2022 18:22:23 (UTC+8) 摘要 近來愈受重視的組織ESG績效表現包含社會、環境和治理要素，一般認為，成功的 ESG 戰略需要整個組織的投入和承諾。本論文的目的包括通過分析期刊文章、新聞媒體和輝瑞藥廠公司報告等公開資料來源，了解 ESG 對企業策略之影響及關聯性，並以輝瑞藥廠為例，了解ESG對製藥產業的可能影響，以及輝瑞落實到企業整體策略、市場行銷策略之作法。 本文分析結果顯示，一個組織單個部門推動或重視ESG成功，必須致力於將之整合到其整體組織策略中方有成效。輝瑞藥廠於2016年正式確定其對 ESG 的承諾，並對其承諾保持不變。輝瑞藥廠 2020 年度報告顯示，該公司在Covid-19大流行期間捐贈了巨額藥品。此外，輝瑞藥廠實現降低33%溫室氣體排放量之目標，且其董事會成員具有極高的多元性代表。製藥行業提供促進人類健康的關鍵服務，是世界上監管最嚴格的行業之一。因此，營銷工作必須始終以道德和患者利益為中心。投資 ESG 的好處從長期盈利到實現積極的品牌聲譽不等。輝瑞藥廠的案例強調了對 ESG 的承諾，即業務目標與價值觀和使命的一致性，強調了輝瑞藥廠對 ESG 的承諾為何值得效仿。
There has recently been an increasing emphasis on organizational ESG performance including social, environmental and governance elements, and it is generally accepted that a successful ESG strategy requires investment and commitment across the organization. The purpose of this paper includes understanding the impact and relevance of ESG on corporate strategy by analyzing secondary sources, ranging from journal articles, news media, and Pfizer company report, and using Pfizer as an example to understand the possible impact of ESG on the pharmaceutical industry, and Pfizer`s implementation of the company`s overall strategy and marketing strategy. The results of this analysis show that an organization`s drive or focus on ESG success must be committed to integrating it into its overall corporate strategy to be effective. Pfizer formalized its commitment to ESG in 2016, and it remains unchanged. The Pfizer Report of 2020 shows that the company donated huge amounts of medicines during the Covid-19 pandemic. In addition, Pfizer has achieved a goal of reducing its greenhouse gas emissions by 33%, and its board of directors is highly diverse. The pharmaceutical industry provides critical services that advance human health and is one of the most regulated industries in the world. Therefore, marketing efforts must always focus on ethics and patient interests. The benefits of investing in ESG vary from long-term profitability to the realization of positive brand reputation. The case of Pfizer highlights commitment to ESG, an alignment of business objectives to values, and mission, emphasizing why Pfizer’s commitment to ESG is one to be emulated.參考文獻 Ahmed, S. M. (2012). Unethical medical products sales promotional practices in Bangladesh. Bangladesh Health Scenario. American Medical Association. (2018). Gifts to physicians from industry. Retrieved from https://www.ama-assn.org/delivering-care/ethics/gifts-physicians-industry Bedard, S. A. N., & Tolmie, C. R. (2018). Millennials` green consumption behaviour: Exploring the role of social media. Corporate Social Responsibility and Environmental Management, 25(6), 1388-1396. Cai, W., & Li, G. (2018). The drivers of eco-innovation and its impact on performance: Evidence from China. Journal of Cleaner Production, 176, 110-118 Cheah, E. T., Jamali, D., Johnson, J. E., & Sung, M. C. (2011). Drivers of corporate social responsibility attitudes: The demography of socially responsible investors. British Journal of Management, 22(2), 305-323 Ciocirlan, C., & Pettersson, C. (2012). Does workforce diversity matter in the fight against climate change? An analysis of Fortune 500 companies. Corporate Social Responsibility and Environmental Management, 19(1), 47-62. Consolandi, C., Phadke, H., Hawley, J., & Eccles, R. G. (2020). Material ESG outcomes and SDG externalities: Evaluating the health care sector’s contribution to the SDGs. Organization & Environment, 33(4), 511-533 Davis, T. (2021). Why ESG is the future of marketing: A Gen Z perspective. Retrieved from https://www.thedrum.com/profile/pinpoint-media/news/why-esg-is-the-future-of-marketing-a-gen-z-perspective Dal Maso, L., Liberatore, G., & Mazzi, F. (2017). Value relevance of stakeholder engagement: The influence of national culture. Corporate Social Responsibility and Environmental Management, 24(1), 44-56 Eliwa, Y., Aboud, A., & Saleh, A. (2019). ESG practices and the cost of debt: Evidence from EU countries. Critical Perspectives on Accounting, 102097 Evans, R. G. (2010). Tough on Crime? Pfizer and the CIHR. Healthcare Policy, 5(4), 16 Fadlallah, R., Nas, H., Naamani, D., El-Jardali, F., Hammoura, I., Al-Khaled, L., ... & Akl, E. A. (2016). Knowledge, beliefs and attitudes of patients and the general public towards the interactions of physicians with the pharmaceutical and the device industry: a systematic review. PloS one, 11(8), e0160540 Francer, J., Izquierdo, J. Z., Music, T., Narsai, K., Nikidis, C., Simmonds, H., & Woods, P. (2014). Ethical pharmaceutical promotion and communications worldwide: codes and regulations. Philosophy, Ethics, and Humanities in Medicine, 9(1), 1-17 Goldacre, B. (2014). Bad pharma: how drug companies mislead doctors and harm patients. Macmillan. Green, S. (2008). Ethics and the pharmaceutical industry. Australasian Psychiatry, 16(3), 158-165 Haque, A., Kabir, S. M. H., ANWAR, A. K. T., Yasmin, F., & MHM, N. (2019). Pharmaceutical marketing ethics in healthcare quality for patient satisfaction: an Islamic approach. International Journal of Pharmaceutical Research, 11(1), 1688-1697 Henisz, W., Koller, T., & Nuttall, R. (2019). Five ways that ESG creates value. McKinsey Quarterly, 1-12. Heeren, A. J., Singh, A. S., Zwickle, A., Koontz, T. M., Slagle, K. M., & McCreery, A. C. (2016). Is sustainability knowledge half the battle? An examination of sustainability knowledge, attitudes, norms, and efficacy to understand sustainable behaviours. International Journal of Sustainability in Higher Education, 17(5), 613-632. Hristov, I., Chirico, A., & Ranalli, F. (2021). Corporate strategies oriented towards sustainable governance: advantages, managerial practices and main challenges. Journal of Management and Governance, 1-23 Huff, E. (2009). Pfizer caught in yet more science fraud: Company altered study findings for Neurontin drug. Retrieved from https://www.naturalnews.com/027692_science_fraud_Neurontin.html##ixzz2qfSsZdUh Johnston, M., & Brown, R. J. (2021). How Pfizer makes money. Retrieved from https://www.investopedia.com/articles/insights/080816/pfizer-7-secrets-you-didnt-know-pfe.asp Krautkramer, C. J. (2006). Neurontin and off-label marketing. AMA Journal of Ethics, 8(6), 397-402 Kravitz, R. L., & Bell, R. A. (2013). Media, messages, and medication: strategies to reconcile what patients hear, what they want, and what they need from medications. BMC medical informatics and decision making, 13(3), 1-8 Lacewing Media. (2021). The importance of ESG marketing. Retrieved from https://lacewingmedia.com/the-importance-of-esg-marketing/ Mahdi, M. (2021). With great power. Retrieved from https://themedicinemaker.com/business-regulation/with-great-power Masud, M. M., Kari, F. B., Banna, H., & Saifullah, M. K. (2018). Does income inequality affect environmental sustainability? Evidence from the ASEAN-5. Journal of the Asia Pacific Economy, 23(2), 213-228 McLachlan, J., & Gardner, J. (2004). A comparison of socially responsible and conventional investors. Journal of Business Ethics, 52(1), 11-25. Muller, C. (2021). The Pros and Cons of socially responsible investing. Retrieved from https://www.doughroller.net/investing/pros-and-cons-of-socially-responsible-investing/ Pharma Industry Finland. (2019). Pharma Industry Finland Code of Ethics. Retrieved from https://www.pif.fi/media/tiedostot/pif-code-of-ethics-2019.pdf Pharmaphorum.com. (2020). A history of Pfizer. Retrieved from https://pharmaphorum.com/sales-marketing/a_history_of_pfizer/ Piechocka-Kaluzna, A., Tluczak, A., & Lopatka, P. (2021). The Impact of CSR/ESG Reporting on the Cost of Capital: An Example of US Healthcare Entities. European Research Studies Journal, 24(Special 3), 679-690 Porter, M., Serafeim, G., & Kramer, M. (2019). Where ESG fails. Institutional Investor, 16. PwC. (2022). How health organizations can integrate ESG priorities. Retrieved from https://www.pwc.com/us/en/industries/health-industries/library/esg-health-industry.html Sassen, R., Hinze, A. K., & Hardeck, I. (2016). Impact of ESG factors on firm risk in Europe. Journal of business economics, 86(8), 867-904. Shoham, A., Almor, T., Lee, S. M., & Ahammad, M. F. (2017). Encouraging environmental sustainability through gender: A micro‐foundational approach using linguistic gender marking. Journal of Organizational Behavior, 38(9), 1356-1379 Sloane, R., Osanlou, O., Lewis, D., Bollegala, D., Maskell, S., & Pirmohamed, M. (2015). Social media and pharmacovigilance: a review of the opportunities and challenges. British journal of clinical pharmacology, 80(4), 910-920 Wasuja, S., & Sagar, M. (2012). Cognitive bias in salespersons in specialty drug selling of pharmaceutical industry. International Journal of Pharmaceutical and Healthcare Marketing 描述 碩士
國立政治大學
企業管理研究所(MBA學位學程)
106363025資料來源 http://thesis.lib.nccu.edu.tw/record/#G0106363025 資料類型 thesis dc.contributor.advisor 林宛瑩 zh_TW dc.contributor.advisor Lin, Wan-Ying en_US dc.contributor.author (Authors) 夏御豪 zh_TW dc.contributor.author (Authors) Richard Yuhao Hsia en_US dc.creator (作者) 夏御豪 zh_TW dc.creator (作者) Hsia, Richard Yuhao en_US dc.date (日期) 2022 en_US dc.date.accessioned 1-Mar-2022 18:22:23 (UTC+8) - dc.date.available 1-Mar-2022 18:22:23 (UTC+8) - dc.date.issued (上傳時間) 1-Mar-2022 18:22:23 (UTC+8) - dc.identifier (Other Identifiers) G0106363025 en_US dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/139317 - dc.description (描述) 碩士 zh_TW dc.description (描述) 國立政治大學 zh_TW dc.description (描述) 企業管理研究所(MBA學位學程) zh_TW dc.description (描述) 106363025 zh_TW dc.description.abstract (摘要) 近來愈受重視的組織ESG績效表現包含社會、環境和治理要素，一般認為，成功的 ESG 戰略需要整個組織的投入和承諾。本論文的目的包括通過分析期刊文章、新聞媒體和輝瑞藥廠公司報告等公開資料來源，了解 ESG 對企業策略之影響及關聯性，並以輝瑞藥廠為例，了解ESG對製藥產業的可能影響，以及輝瑞落實到企業整體策略、市場行銷策略之作法。 本文分析結果顯示，一個組織單個部門推動或重視ESG成功，必須致力於將之整合到其整體組織策略中方有成效。輝瑞藥廠於2016年正式確定其對 ESG 的承諾，並對其承諾保持不變。輝瑞藥廠 2020 年度報告顯示，該公司在Covid-19大流行期間捐贈了巨額藥品。此外，輝瑞藥廠實現降低33%溫室氣體排放量之目標，且其董事會成員具有極高的多元性代表。製藥行業提供促進人類健康的關鍵服務，是世界上監管最嚴格的行業之一。因此，營銷工作必須始終以道德和患者利益為中心。投資 ESG 的好處從長期盈利到實現積極的品牌聲譽不等。輝瑞藥廠的案例強調了對 ESG 的承諾，即業務目標與價值觀和使命的一致性，強調了輝瑞藥廠對 ESG 的承諾為何值得效仿。 zh_TW dc.description.abstract (摘要) There has recently been an increasing emphasis on organizational ESG performance including social, environmental and governance elements, and it is generally accepted that a successful ESG strategy requires investment and commitment across the organization. The purpose of this paper includes understanding the impact and relevance of ESG on corporate strategy by analyzing secondary sources, ranging from journal articles, news media, and Pfizer company report, and using Pfizer as an example to understand the possible impact of ESG on the pharmaceutical industry, and Pfizer`s implementation of the company`s overall strategy and marketing strategy. The results of this analysis show that an organization`s drive or focus on ESG success must be committed to integrating it into its overall corporate strategy to be effective. Pfizer formalized its commitment to ESG in 2016, and it remains unchanged. The Pfizer Report of 2020 shows that the company donated huge amounts of medicines during the Covid-19 pandemic. In addition, Pfizer has achieved a goal of reducing its greenhouse gas emissions by 33%, and its board of directors is highly diverse. The pharmaceutical industry provides critical services that advance human health and is one of the most regulated industries in the world. Therefore, marketing efforts must always focus on ethics and patient interests. The benefits of investing in ESG vary from long-term profitability to the realization of positive brand reputation. The case of Pfizer highlights commitment to ESG, an alignment of business objectives to values, and mission, emphasizing why Pfizer’s commitment to ESG is one to be emulated. en_US dc.description.tableofcontents Abstract i/ii Table of contents iii List of table and figure iv Chapter 1 Introduction 1 1.1 Motivations of the Study 1-2 1.2 Research Issues 2-3 1.3 Structure of the Thesis 3 Chapter 2 Literature review 4 2.1 What is ESG and Why ESG matters 4-8 2.2 ESG in Health Care Sector 8-12 2.3 Marketing Ethics 12-16 2.4 ESG Marketing Strategy 16-19 2.5 ESG Marketing Model 20-23 Chapter 3 Research Methods 24 3.1 Methodological Approach 24-25 3.2 Pfizer Company Background 25-28 Chapter 4 Analysis and Result 29 4.1 Pfizer ESG and Performance 29-40 4.2 Pfizer Corporate Strategy with ESG 40-45 4.3 Pfizer Marketing Strategy and Ethic 45-51 Chapter 5 Conclusion and Suggestions 52 5.1 Research Conclusion 52-55 5.2 Research Limitation and Suggestion 55-56 References 57-61 zh_TW dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0106363025 en_US dc.subject (關鍵詞) 環境 zh_TW dc.subject (關鍵詞) 社會和治理 zh_TW dc.subject (關鍵詞) 企業社會責 zh_TW dc.subject (關鍵詞) 企業策略 zh_TW dc.subject (關鍵詞) 藥廠 zh_TW dc.subject (關鍵詞) 行銷道德 zh_TW dc.subject (關鍵詞) ESG en_US dc.subject (關鍵詞) CSR en_US dc.subject (關鍵詞) Corporate strategy en_US dc.subject (關鍵詞) Pharmaceutical en_US dc.subject (關鍵詞) Marketing ethics en_US dc.title (題名) 環境、社會和治理對企業策略之影響-以P公司為例 zh_TW dc.title (題名) The Association between Environment, Social, Governance and Corporate Strategy: A Case Study of P Company en_US dc.type (資料類型) thesis en_US dc.relation.reference (參考文獻) Ahmed, S. M. (2012). Unethical medical products sales promotional practices in Bangladesh. Bangladesh Health Scenario. American Medical Association. (2018). Gifts to physicians from industry. Retrieved from https://www.ama-assn.org/delivering-care/ethics/gifts-physicians-industry Bedard, S. A. N., & Tolmie, C. R. (2018). Millennials` green consumption behaviour: Exploring the role of social media. Corporate Social Responsibility and Environmental Management, 25(6), 1388-1396. Cai, W., & Li, G. (2018). The drivers of eco-innovation and its impact on performance: Evidence from China. Journal of Cleaner Production, 176, 110-118 Cheah, E. T., Jamali, D., Johnson, J. E., & Sung, M. C. (2011). Drivers of corporate social responsibility attitudes: The demography of socially responsible investors. British Journal of Management, 22(2), 305-323 Ciocirlan, C., & Pettersson, C. (2012). Does workforce diversity matter in the fight against climate change? An analysis of Fortune 500 companies. Corporate Social Responsibility and Environmental Management, 19(1), 47-62. Consolandi, C., Phadke, H., Hawley, J., & Eccles, R. G. (2020). Material ESG outcomes and SDG externalities: Evaluating the health care sector’s contribution to the SDGs. Organization & Environment, 33(4), 511-533 Davis, T. (2021). Why ESG is the future of marketing: A Gen Z perspective. Retrieved from https://www.thedrum.com/profile/pinpoint-media/news/why-esg-is-the-future-of-marketing-a-gen-z-perspective Dal Maso, L., Liberatore, G., & Mazzi, F. (2017). Value relevance of stakeholder engagement: The influence of national culture. Corporate Social Responsibility and Environmental Management, 24(1), 44-56 Eliwa, Y., Aboud, A., & Saleh, A. (2019). ESG practices and the cost of debt: Evidence from EU countries. Critical Perspectives on Accounting, 102097 Evans, R. G. (2010). Tough on Crime? Pfizer and the CIHR. Healthcare Policy, 5(4), 16 Fadlallah, R., Nas, H., Naamani, D., El-Jardali, F., Hammoura, I., Al-Khaled, L., ... & Akl, E. A. (2016). Knowledge, beliefs and attitudes of patients and the general public towards the interactions of physicians with the pharmaceutical and the device industry: a systematic review. PloS one, 11(8), e0160540 Francer, J., Izquierdo, J. Z., Music, T., Narsai, K., Nikidis, C., Simmonds, H., & Woods, P. (2014). Ethical pharmaceutical promotion and communications worldwide: codes and regulations. Philosophy, Ethics, and Humanities in Medicine, 9(1), 1-17 Goldacre, B. (2014). Bad pharma: how drug companies mislead doctors and harm patients. Macmillan. Green, S. (2008). Ethics and the pharmaceutical industry. Australasian Psychiatry, 16(3), 158-165 Haque, A., Kabir, S. M. H., ANWAR, A. K. T., Yasmin, F., & MHM, N. (2019). Pharmaceutical marketing ethics in healthcare quality for patient satisfaction: an Islamic approach. International Journal of Pharmaceutical Research, 11(1), 1688-1697 Henisz, W., Koller, T., & Nuttall, R. (2019). Five ways that ESG creates value. McKinsey Quarterly, 1-12. Heeren, A. J., Singh, A. S., Zwickle, A., Koontz, T. M., Slagle, K. M., & McCreery, A. C. (2016). Is sustainability knowledge half the battle? An examination of sustainability knowledge, attitudes, norms, and efficacy to understand sustainable behaviours. International Journal of Sustainability in Higher Education, 17(5), 613-632. Hristov, I., Chirico, A., & Ranalli, F. (2021). Corporate strategies oriented towards sustainable governance: advantages, managerial practices and main challenges. Journal of Management and Governance, 1-23 Huff, E. (2009). Pfizer caught in yet more science fraud: Company altered study findings for Neurontin drug. Retrieved from https://www.naturalnews.com/027692_science_fraud_Neurontin.html##ixzz2qfSsZdUh Johnston, M., & Brown, R. J. (2021). How Pfizer makes money. Retrieved from https://www.investopedia.com/articles/insights/080816/pfizer-7-secrets-you-didnt-know-pfe.asp Krautkramer, C. J. (2006). Neurontin and off-label marketing. AMA Journal of Ethics, 8(6), 397-402 Kravitz, R. L., & Bell, R. A. (2013). Media, messages, and medication: strategies to reconcile what patients hear, what they want, and what they need from medications. BMC medical informatics and decision making, 13(3), 1-8 Lacewing Media. (2021). The importance of ESG marketing. Retrieved from https://lacewingmedia.com/the-importance-of-esg-marketing/ Mahdi, M. (2021). With great power. Retrieved from https://themedicinemaker.com/business-regulation/with-great-power Masud, M. M., Kari, F. B., Banna, H., & Saifullah, M. K. (2018). Does income inequality affect environmental sustainability? Evidence from the ASEAN-5. Journal of the Asia Pacific Economy, 23(2), 213-228 McLachlan, J., & Gardner, J. (2004). A comparison of socially responsible and conventional investors. Journal of Business Ethics, 52(1), 11-25. Muller, C. (2021). The Pros and Cons of socially responsible investing. Retrieved from https://www.doughroller.net/investing/pros-and-cons-of-socially-responsible-investing/ Pharma Industry Finland. (2019). Pharma Industry Finland Code of Ethics. Retrieved from https://www.pif.fi/media/tiedostot/pif-code-of-ethics-2019.pdf Pharmaphorum.com. (2020). A history of Pfizer. Retrieved from https://pharmaphorum.com/sales-marketing/a_history_of_pfizer/ Piechocka-Kaluzna, A., Tluczak, A., & Lopatka, P. (2021). The Impact of CSR/ESG Reporting on the Cost of Capital: An Example of US Healthcare Entities. European Research Studies Journal, 24(Special 3), 679-690 Porter, M., Serafeim, G., & Kramer, M. (2019). Where ESG fails. Institutional Investor, 16. PwC. (2022). How health organizations can integrate ESG priorities. Retrieved from https://www.pwc.com/us/en/industries/health-industries/library/esg-health-industry.html Sassen, R., Hinze, A. K., & Hardeck, I. (2016). Impact of ESG factors on firm risk in Europe. Journal of business economics, 86(8), 867-904. Shoham, A., Almor, T., Lee, S. M., & Ahammad, M. F. (2017). Encouraging environmental sustainability through gender: A micro‐foundational approach using linguistic gender marking. Journal of Organizational Behavior, 38(9), 1356-1379 Sloane, R., Osanlou, O., Lewis, D., Bollegala, D., Maskell, S., & Pirmohamed, M. (2015). Social media and pharmacovigilance: a review of the opportunities and challenges. British journal of clinical pharmacology, 80(4), 910-920 Wasuja, S., & Sagar, M. (2012). Cognitive bias in salespersons in specialty drug selling of pharmaceutical industry. International Journal of Pharmaceutical and Healthcare Marketing zh_TW dc.identifier.doi (DOI) 10.6814/NCCU202200317 en_US
