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

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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

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