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Journal FeverEpisode #2

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1. EMBEDDING ETHICAL LEADERSHIP WITHIN AND ACROSS ORGANIZATION LEVELS

2. WHO DISPLAYS ETHICAL LEADERSHIP, AND WHY DOES IT MATTER? AN EXAMINATION OF ANTECEDENTS AND CONSEQUENCES OF ETHICAL LEADERSHIP

3. Patient- or Physician-Oriented Marketing: What Drives Primary Demand for Prescription Drugs?

Journal: Academy of Management JournalTime: 2012 JanuaryAuthor:＊ DAVID M. MAYER (University of Michigan)＊ KARL AQUINO (University of British Columbia)＊ REBECCA L. GREENBAUM (Oklahoma State University)＊ MARIBETH KUENZI (Southern Methodist University)

1 WHO DISPLAYS ETHICAL LEADERSHIP, AND WHY DOES IT MATTER? AN EXAMINATION

OF ANTECEDENTS AND CONSEQUENCES OF ETHICAL LEADERSHIP

Research Story:For moral and practical reasons, organizations are interested in decreasing the unethical behavior and relationship conflict

Theory background: Social learning and moral identity theories

Method: SEM(Structural Equation Model) 2 Studies

WHO DISPLAYS ETHICAL LEADERSHIP, AND WHY DOES IT MATTER? AN EXAMINATION

OF ANTECEDENTS AND CONSEQUENCES OF ETHICAL LEADERSHIP

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Result:In both studies, ethical leadership partially mediated the effects of leader moral identity.

Comment:Our work indicates that not only do leaders have to be moral individuals, but also have to go one step further and actively model ethical behaviors and use reward and punishment systems to influence followers’ behaviors.

Mission Clear

WHO DISPLAYS ETHICAL LEADERSHIP, AND WHY DOES IT MATTER? AN EXAMINATION OF ANTECEDENTS AND CONSEQUENCES OF

ETHICAL LEADERSHIP

EMBEDDING ETHICAL LEADERSHIP WITHIN AND ACROSS

ORGANIZATION LEVELS

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Journal: Academy of Management JournalTime: 2012 MayAuthor:

＊ JOHN M. SCHAUBROECK (Michigan State University)＊ SEAN T. HANNAH (Wake Forest University)＊ BRUCE J. AVOLIO (University of Washington)＊ STEVE W. J. KOZLOWSKI (Michigan State University)＊ ROBERT G. LORD (Akron University)＊ LINDA K. TREVIÑO (Pennsylvania State University)＊ NIKOLAOS DIMOTAKIS (Georgia State University)＊ ANN C. PENG (Michigan State University)

EMBEDDING ETHICAL LEADERSHIP WITHIN AND ACROSS

ORGANIZATION LEVELS

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Research Story:…Organizations are interested in decreasing the unethical behavior and relationship conflict

Background Theories:Draws form Schein’s research (1985,2010):how senior leaders influence the ethical conduct of followers at lower levels by embedding their expectations and assumptions into the observable manifestations of ethical culture

Method: HLM(Hierarchical Linear Model)

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Result:Findings provide limited support for simple trickle-down mechanisms of ethical leadership but broader support for a multilevel model.

Comment:Our findings indicate that ethical cognitions and conduct reflect multiple normative and informational influences, including not only ethical leadership and ethical culture inherent in an immediate unit, but also reflecting the influence of leaders and ethical culture at higher levels.

Mission Clear

EMBEDDING ETHICAL LEADERSHIP WITHIN AND ACROSS

ORGANIZATION LEVELS

Journal: JMR, Journal of Marketing ResearchTime: 2010 FebruaryAuthor: Marc Fischer(Professor of Marketing and Services, University

of Passau, Germany) Sönke Albers(Professor of Innovation, New Media, and Marketing,

Institute for Innovation Research, Christian-Albrechts-University, Germany)

3 Patient- or Physician-Oriented Marketing:What Drives Primary Demand for

Prescription Drugs?

Research Story:…in 1997, the U.S. Food and Drug Administration (FDA) relaxed restrictions on drug advertising that targeted patients.…spending on direct-to-consumer (DTC) advertising

tripled from US$1.1 billion in 1997 to US$3.3 billion in 2005.

3 Patient- or Physician-Oriented Marketing:What Drives Primary Demand for

Prescription Drugs?

Does advertisement work? How and how much?

Will this phenomena hurt patients?

Definition:Primary Demand: Market size

Secondary Demand: Market share

Patient-Oriented : Direct to customer advertisement

Physician-Oriented: Detailing, journal advertisement

Prescription Drugs

3 Patient- or Physician-Oriented Marketing:What Drives Primary Demand for

Prescription Drugs?

Previous Researches: Only a small portion of that research addresses overall primary

demand effects.

The majority of these studies focus on the primary demand effects of

DTC advertising and detailing. Only one study analyzes the effect of

professional journal advertising in a single product market.

Small primary demand effects: Low responsiveness industry

Demand influence: Patient-oriented > Physician-oriented

Category Sales Model

3 Patient- or Physician-Oriented Marketing:What Drives Primary Demand for

Prescription Drugs?

Brand-level sales model

Assumption:The small primary demand effects reported in prior research could be the result of the competitive interplay of brands instead of inherently low primary demand responsiveness.

Data & Scope:The research covers 86 categories, or approximately 85% of the U.S. pharmaceutical market, during the 2001–2005 period.

The research analyzes primary demand effects(short-term and long-term) of marketing efforts directed at the physician versus marketing efforts directed at the patient.

3 Patient- or Physician-Oriented Marketing:What Drives Primary Demand for

Prescription Drugs?

Method: Modeling

3 Patient- or Physician-Oriented Marketing:What Drives Primary Demand for

Prescription Drugs?

At the very beginning…,

Primary demand:Category model

Further decomposing..,

Finally..,a brand-level model

Result:

3 Patient- or Physician-Oriented Marketing:What Drives Primary Demand for

Prescription Drugs?

Result:

3 Patient- or Physician-Oriented Marketing:What Drives Primary Demand for

Prescription Drugs?

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Result: 1. The result of small primary demand do not necessarily

reflect the generally low primary demand responsiveness of pharmaceutical marketing

2. Detailing is the most potent driver of primary demand, followed by professional journal advertising and DTC advertising.

3. Product-market characteristics explain most of the differences in (competition-neutral) primary demand responsiveness across categories.

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Patient- or Physician-Oriented Marketing:What Drives Primary Demand for

Prescription Drugs?

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Comment:

Our results show that DTC advertising has

the potential to influence primary demand

but that competition prevented a jump in

drug expenditures, despite the sharply

rising DTC expenditures.

Mission Clear

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Patient- or Physician-Oriented Marketing:What Drives Primary Demand for

Prescription Drugs?

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Thanks for attention!