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| Author: | Plowman, K.D. Ostrom-Blonigen, J. Bornsen, S. |
| Title: | Stakeholder theory: antidote to a drug company's market health? A case study of Synthroid |
| Journal: | Journal of communication management
2008 : VOL. 12:1, p. 5-17 |
| Index terms: | pharmaceutical industry market share communication ethics stakeholders |
| Freeterms: | generics biochemicals drug controls |
| Language: | eng |
| Abstract: | This paper reports on case study which explored one of the top drug companies in the world and its history and strategies to maintain the current position on the market. This article approaches the question of public relations messages from a stakeholder theory perspective. The thematic textual analysis of stakeholder typologies indicated that stakeholders can be influenced by public relations messages, such as company news releases and product information on web sites. The paper also identifies a set of aspects related to ethics. |
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