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| Title: | 跨國企業在台灣實行企業社會責任之探討--以醫藥產業為例
Exploring the CSR practices of Leading MNCs` subsidiaries in Taiwan -- Insights from pharmaceutical industry |
| Authors: | 鍾宜玲
Chung, Yi Ling |
| Contributors: | 黃秉德
Huang, Ping Der
鍾宜玲
Chung, Yi Ling |
| Keywords: | 企業社會責任
跨國企業
醫藥產業
競爭優勢
策略型企業社會責任
Corporate social responsibility (CSR)
Health care industry
Multinational corporations(MNC)
Competitive advantages
Strategic CSR |
| Date: | 2011 |
| Issue Date: | 2012-04-12 14:00:19 (UTC+8) |
| Abstract: | 在「全球化」的浪潮席捲之下，讓跨國企業的「企業社會責任」議題，成為當今企業管理不容忽視的焦點。 醫藥產業在全球經濟體中扮演的角色，是研發和生產創新的產品，來拯救人類的生命和促進健康。 而身為一個企業組織，也同時擔負有創造利潤的責任。 然而大眾卻經常質疑這些企業過度哄抬產品價格，並認為人人都有權利無限制的獲得醫藥資源。 醫藥企業必須面對強大的壓力以及高度複雜的利害關係人，特別是跨國公司，負擔更是沉重。 就如同其他產業一樣，「企業社會責任」的議題對醫藥企業能否具有競爭力和永續經營而言，也愈來愈重要。
近年來，許多的研究指出「企業社會責任」的策略和競爭優勢有關，而且必須整合至企業的核心事業，才能確保永續的成功。 許多跨國藥廠他們的營業績效表現亮眼，而且在台灣已經耕耘超過十年了，因此，本研究首度嚐試去檢視在台的領先跨國醫藥企業，他們的CSR動機、決策過程和CSR作為表現，以及其經理人對CSR的管理思維。 本研究的目的是希望能學習跨國領先藥廠在台灣的經驗，並鼓勵「策略型CSR」的作為以及企業與社會的「共享價值」。 我們使用「多重個案分析法」，利用問卷、次級資料的分析和深入訪談來研究十家個案公司。
所有的受訪經理人都表示他們是依據企業總部的指導綱領，而自行決定在台灣執行的CSR的活動。 研究結果發現，絕大多數的個案公司，因為在台灣只是一個業務功能的角色，資源和能力都有限，所以多關注在客戶關係的議題上，並多半執行「回應式CSR」而非「策略型CSR」。 此外，我們也發現其CSR策略和企業的屬性、社會責任觀點及領導有關。 這些經理人並承認他們沒有系統性的方法來評估CSR表現和影響。 他們主要追求的是企業的聲譽，而面對的最大挑戰是，如何透過CSR來發展企業競爭優勢。 本研究並舉出幾個成功案例，鼓勵策略型思考以及將社會觀點融入商業策略的核心架構中。
Under the sweep of globalization, the corporate social responsibility (CSR) of multinational corporations (MNCs) has now become a focus that cannot be ignored in business management. The health care industry’s role in the global economy is to research, develop and manufacture innovative products to save people’s lives and improve health. At the same time, as corporations, they have a duty to increase profits. However, the industry is often challenged for its overcharge of the products and there should be unlimited access to medicines. The health care companies face a great pressure and a highly complex stakeholder universe especially for multinational companies. As in many industries, corporate social responsibility becomes increasingly critical to competitive success and sustainability of multinational health care companies.
Recent studies point out that CSR strategies are associated with competitive advantages and should integrate CSR into the core business to lead to sustainable success. Many Multinational pharmaceutical companies are doing very good business and have been operating in Taiwan for over 10 years. Therefore, we attempt to gain a better understanding of the factors that influence the CSR involvement of MNCs’ subsidiaries and the aspects of their strategies as well as the managerial insight of the managers dealing with CSR from leading health care companies. The aim of this study is to encourage strategic CSR and shared value of business and society and to learn the experiences from multinational pharmaceutical companies in Taiwan. The analysis is based on a multiple case study that includes surveys coupled with careful review of relevant documents and web sites and in-depth interviews with managers from 10 case companies.
All the managers interviewed mentioned that CSR activities are implemented at the local level within the framework of global guidance. The findings indicate that most of the subsidiaries focus on customer relations and are doing 「responsive CSR」 rather than 「strategic CSR」because of their sales-oriented function and limited resources and skills. We also found that their CSR strategies depend on the characters of the companies, CSR views and the leadership. All the managers admitted having no systematic way of measuring the outputs, tangible impacts or functionality of their CSR interventions. The key benefit they want to gain is the company reputation and the major challenge for the managers is to develop competitive advantages through CSR. Success stories are provided to encourage strategic thinking and the integration of social perspective into the core frameworks of value chain and competitive context.
"致 謝 II
摘 要 III
Abstract IV
目錄 VI
圖目錄 VIII
表目錄 IX
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 4
第二章 相關文獻探討 6
第一節 企業社會責任的進展 6
第二節 企業社會責任範疇及分析架構 9
貳、 全球永續發展報告書協會第三代綱領( GRI, G3) 10
參、 台灣一般性企業社會責任的關注議題 11
肆、 本研究所使用之企業社會責任評估框架 12
第三節 跨國企業之企業社會責任管理與決策 14
壹、 全球整合與在地化策略 14
貳、 跨國企業的CSR決策因素 17
第四節 企業社會責任的執行動機與目的 21
第五節 企業社會責任之回應模式與策略作為 26
第三章 研究方法與設計 35
第一節 研究範圍與對象 35
第二節 資料蒐集 36
壹、 問卷 37
貳、 深度訪談 37
第三節 研究流程 39
第四節 醫藥產業特性 40
第五節 國際及台灣生技醫藥產業現況 43
第六節 醫藥產業對社會和環境的重要影響 45
第四章 研究發現 47
第一節 個案公司企業總部之CSR關注議題 47
貳、 千禧年發展目標 48
參、 個案公司企業總部關注之議題 49
第二節 台灣子公司CSR的執行現況 51
貳、 執行企業社會責任的動機 53
參、 CSR執行的內容和績效 56
第三節 個案公司之CSR策略管理與挑戰 59
第四節 個案公司的行為表現與成功案例 64
第五章 結論與建議 73
第一節 研究結果與討論 73
第二節 研究建議 79
第三節 管理意涵 86
第四節 研究限制與後續研究建議 87
參考文獻 89
附錄一 ：研究問卷 96
附錄 二：訪談大綱 106
附錄 三: 個案公司簡介 107
附錄 四：企業總部之CSR專注議題及活動 126 |
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| Description: | 碩士
國立政治大學
經營管理碩士學程(EMBA)
98932058
100 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0098932058 |
| Data Type: | thesis |
| Appears in Collections: | [經營管理碩士學程EMBA] 學位論文
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