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Corporate social responsibility and creating shared value: A case study of pfizer in Turkey

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  1. Tez No: 839057
  2. Yazar: ALP KEREM SARGIN
  3. Danışmanlar: Belirtilmemiş.
  4. Tez Türü: Yüksek Lisans
  5. Konular: Sosyal Hizmet, İşletme, Social Work, Business Administration
  6. Anahtar Kelimeler: Belirtilmemiş.
  7. Yıl: 2022
  8. Dil: İngilizce
  9. Üniversite: University of Westminster
  10. Enstitü: Yurtdışı Enstitü
  11. Ana Bilim Dalı: Belirtilmemiş.
  12. Bilim Dalı: Belirtilmemiş.
  13. Sayfa Sayısı: 69

Özet

The competition environment in business landscape has been changing steadily on the back of the increased technological advances as well as dynamically changing customer expectations. In this regard, corporations have started to focus on more holistic approaches to target all expectations, that brought the dominance of stakeholder theory over the shareholder theory notions. However, there are certain industries which are observed to suffer from chronic negative perceptions from public due to their industry structure, economic models and the public's further social expectations from these companies compared to any other generic industries. Herein, the pharmaceutical industry can be defined as the members of these groups, in which the pharmaceuticals are observed to significantly and negatively affected by media coverages especially when the case is not about the pharmaceuticals' financial or operational issues. In addition to this fact, the unique characteristics of young generations – toward an emphasis on authenticity, integrity and transparency – can be deemed as important negative threats on pharmaceuticals' stakeholder relationship. In this regard, the dissertation investigates the Gen Z's perceptions and preferences of social and environmental responsibilities of pharmaceuticals by focusing on Pfizer Turkey in which the study comprises both quantitative and qualitative primary research methodologies. The dissertation's findings indicate that the demographic characteristics play an important role as to whether people expect Pfizer to focus on its core operations under social and environmental responsibilities or not. While the dissertation provided that the increased observation of CSR practices is positively associated with the preferences of core operations in CSR practices of Pfizer. Also, the qualitative findings and other secondary resources indicate that the distortion in Turkey's economic conditions increases the expectations of Gen Z for Pfizer to focus on the drug prices, in which the dissertation proposed that it can be implemented in most efficiently by focusing on core operations. Therefore, beyond CSR or strategic CSR practices, it is advisable that Pfizer should concentrate on intrinsic mission-based responsibility actions, that should be conducted under creating shared value that would both address integrity and transparency expectations of these individuals – as it would bring measurable social impact -, in which the demographic differences across Gen Z groups are recommended to be targeted with differing communication strategies for different sub-segments (e.g, extrinsic mission emphasis for female.)

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