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Shaping Corporate Images: Attributes Used to Form Impressions of Pharmaceutical Companies

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Abstract:

The pharmaceutical industry is becoming increasingly complex and subject to a number of critical influences. This suggests that participant organizations need to actively consider how they are perceived by key stakeholders. This paper reports a field study that investigated the attributes used by doctors to shape and determine the image they hold of drug manufacturers. Doctors were asked to determine the relative importance of these attributes when forming impressions of major pharmaceutical organizations. From this it was possible to determine not only the key attributes but also to rank the pharmaceutical organizations according to the strength of images formed. The results of the research suggest which attributes organizations should consider developing and using when communicating with doctors and which attributes are of weaker significance in shaping the images held of drug manufacturers. Management are better placed to allocate resources in order to optimise the mix of cues they present.Corporate Reputation Review (1999) 2, 202–213; doi:10.1057/palgrave.crr.1540080

Document Type: Research Article

DOI: http://dx.doi.org/10.1057/palgrave.crr.1540080

Publication date: July 1, 1999

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