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The Impact of a Pharmaceutical Company' s CSR Activities on Doctors' Decisions about Prescription Drugs

Author

Listed:
  • Tomoaki Shimada

    (Graduate School of Business Administration, Kobe University)

  • Yoko Uryuhara

    (Graduate School of Business Administration, Kobe University)

Abstract

In this study, we analyze the impact of pharmaceutical companies' CSR (corporate social responsibility) activities on doctors' decisions about prescription drugs in a qualitative approach. In Japan, the decision-makers of prescription drugs are not patients who actually use the drugs but doctors, as specialists, who usually select the drugs. Thus, the pharmaceutical industry has a special structure, with its products having some characteristics of consumer products (in business-to-consumer environments) and those of industrial products (in business-to-business environments). Our interviews with doctors suggest that pharmaceutical companies' CSR activities hardly influence doctors' decisions about prescription drugs directly. Instead, usefulness (i.e., efficacy and safety) is recognized to be the most important decision-making factor for prescription drugs in their specialized medical fields and reputation of pharmaceutical companies in their non-specialized fields. The results also show that the CSR activities of pharmaceutical companies strengthen their reputation. In addition, our interviews with patients and their supporters reveal that the views of patients about pharmaceutical companies' CSR activities are different from those of doctors.

Suggested Citation

  • Tomoaki Shimada & Yoko Uryuhara, 2010. "The Impact of a Pharmaceutical Company' s CSR Activities on Doctors' Decisions about Prescription Drugs," Discussion Papers 2010-11, Kobe University, Graduate School of Business Administration, revised Feb 2010.
    • Handle: RePEc:kbb:dpaper:2010-11
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    File URL: https://www.b.kobe-u.ac.jp/papers_files/2010_11.pdf
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    References listed on IDEAS

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    1. Abagail McWilliams & Donald Siegel, 2000. "Corporate social responsibility and financial performance: correlation or misspecification?," Strategic Management Journal, Wiley Blackwell, vol. 21(5), pages 603-609, May.
    2. Yuriko Nakao & Akihiro Amano & Kanichiro Matsumura & Kiminori Genba & Makiko Nakano, 2007. "Relationship between environmental performance and financial performance: an empirical analysis of japanese corporations," Business Strategy and the Environment, Wiley Blackwell, vol. 16(2), pages 106-118, February.
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    Cited by:

    1. Alam Zeb & Muhammad Khalil Ur Rahman & Shabir Ahmad, 2019. "Corporate Social Responsibility (Csr) From Organizational Performance Perspective: Analysys Of Pharmaceuticals Industries Of Malakand Division," IBT Journal of Business Studies (JBS), Ilma University, Faculty of Management Science, vol. 15(1), pages 75-83.
    2. Alam Zeb & Muhammad Khalil Ur Rahman & Shabir Ahmad, 2019. "Corporate Social Responsibility (Csr) From Organizational Performance Perspective: Analysys Of Pharmaceuticals Industries Of Malakand Division," IBT Journal of Business Studies (JBS), Ilma University, Faculty of Management Science, vol. 15(1), pages 15-16.

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