Strategic Corporate Social Responsibility and Local Health Activism: An Exploration into the Case of Novartis’ Issues management

• 발행기관: 한국헬스커뮤니케이션학회
• 저자명: KyuJin Shim
• 간행물 정보: 『헬스커뮤니케이션연구』제8권, 81~119쪽, 전체 38쪽
• 주제분류: 사회과학 > 신문방송학
• 파일형태: PDF
• 발행일자: 2013.06.30

영문 초록

Through case analysis of Novartis’ issues management and public relations strategy in South Korea, the study explores how Korean health activists evaluate the relationship with Novartis and the factors behind the negative evaluations of public relations and CSR (Corporate Social Responsibility) strategies. The study found that although they are satisfied with the relationship with Novartis and they benefit from the outcomes of Novartis’ CSR activities, the health activists don’t regard the company as good or trustworthy. Their reasons lie in two beliefs. First, they think the company never put patients’ and the community’s wellbeing before its financial interests. Also, they claimed that Novartis’ effort in CSR investment is insufficient repayment to the community in comparison to its great success in the Korean market. The study suggests global pharmaceutical company’s issues management should consider local culture and politics to build a better deal with issues raised by local health activism.

목차

Strategic Corporate Social Responsibility and Local Health Activism: An Exploration into the Case of Novartis’ Issues management

Case Study Methods

Findings

Implications and Suggestions

키워드

corporate social responsibility global health activism patient activism issues management international public relations