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| Title: | 環境、社會和治理對企業策略之影響-以P公司為例
The Association between Environment, Social, Governance and Corporate Strategy: A Case Study of P Company |
| Authors: | 夏御豪
Hsia, Richard Yuhao |
| Contributors: | 林宛瑩
Lin, Wan-Ying
夏御豪
Richard Yuhao Hsia |
| Keywords: | 環境
社會和治理
企業社會責
企業策略
藥廠
行銷道德
ESG
CSR
Corporate strategy
Pharmaceutical
Marketing ethics |
| Date: | 2022 |
| Issue Date: | 2022-03-01 18:22:23 (UTC+8) |
| Abstract: | 近來愈受重視的組織ESG績效表現包含社會、環境和治理要素，一般認為，成功的 ESG 戰略需要整個組織的投入和承諾。本論文的目的包括通過分析期刊文章、新聞媒體和輝瑞藥廠公司報告等公開資料來源，了解 ESG 對企業策略之影響及關聯性，並以輝瑞藥廠為例，了解ESG對製藥產業的可能影響，以及輝瑞落實到企業整體策略、市場行銷策略之作法。
本文分析結果顯示，一個組織單個部門推動或重視ESG成功，必須致力於將之整合到其整體組織策略中方有成效。輝瑞藥廠於2016年正式確定其對 ESG 的承諾，並對其承諾保持不變。輝瑞藥廠 2020 年度報告顯示，該公司在Covid-19大流行期間捐贈了巨額藥品。此外，輝瑞藥廠實現降低33%溫室氣體排放量之目標，且其董事會成員具有極高的多元性代表。製藥行業提供促進人類健康的關鍵服務，是世界上監管最嚴格的行業之一。因此，營銷工作必須始終以道德和患者利益為中心。投資 ESG 的好處從長期盈利到實現積極的品牌聲譽不等。輝瑞藥廠的案例強調了對 ESG 的承諾，即業務目標與價值觀和使命的一致性，強調了輝瑞藥廠對 ESG 的承諾為何值得效仿。
There has recently been an increasing emphasis on organizational ESG performance including social, environmental and governance elements, and it is generally accepted that a successful ESG strategy requires investment and commitment across the organization. The purpose of this paper includes understanding the impact and relevance of ESG on corporate strategy by analyzing secondary sources, ranging from journal articles, news media, and Pfizer company report, and using Pfizer as an example to understand the possible impact of ESG on the pharmaceutical industry, and Pfizer`s implementation of the company`s overall strategy and marketing strategy.
The results of this analysis show that an organization`s drive or focus on ESG success must be committed to integrating it into its overall corporate strategy to be effective. Pfizer formalized its commitment to ESG in 2016, and it remains unchanged. The Pfizer Report of 2020 shows that the company donated huge amounts of medicines during the Covid-19 pandemic. In addition, Pfizer has achieved a goal of reducing its greenhouse gas emissions by 33%, and its board of directors is highly diverse. The pharmaceutical industry provides critical services that advance human health and is one of the most regulated industries in the world. Therefore, marketing efforts must always focus on ethics and patient interests. The benefits of investing in ESG vary from long-term profitability to the realization of positive brand reputation. The case of Pfizer highlights commitment to ESG, an alignment of business objectives to values, and mission, emphasizing why Pfizer’s commitment to ESG is one to be emulated. |
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| Description: | 碩士
國立政治大學
企業管理研究所(MBA學位學程)
106363025 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0106363025 |
| Data Type: | thesis |
| DOI: | 10.6814/NCCU202200317 |
| Appears in Collections: | [企業管理研究所（MBA學位學程）] 學位論文
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