Empirical Studies on Strategic CSR increasing corporate values in a Pharmaceutical Company

处方药的特点是医生代表病人使用他们的专业知识来决定购买的药物。这一决策过程不同于一般消费品的决策过程。基于给定的医生、患者和制药公司之间的关系，我们进行了实证研究，以澄清1)制药公司的企业社会责任（CSR）活动是否会导致处方药销售的增加，2)什么样的企业社会责任活动可以增加制药公司的企业价值。通过对544名医生的假设实证研究，发现在给定条件下，企业社会责任活动会影响医生的处方药选择决策。此外，提供相关治疗领域的信息、向发展中国家提供自己的药物、提供奖学金等“价值传递”活动也增加了企业价值。

Prescription drugs are characterized by the fact that physicians make decisions on drugs to be purchased, using their professional expertise on behalf of patients. This decision-making process is different from that of general consumer products. Based on the given relationship among physicians, patients, and pharmaceutical companies, we conducted empirical studies to clarify 1) whether pharmaceutical company's Corporate Social Responsibility (CSR) activities lead to increased sales of prescription drugs,2) what kind of CSR activities can increase corporate value in a pharmaceutical company. As a result of hypothetical empirical studies involving 544 physicians, CSR activities affected their decision of selecting prescription drugs under given conditions. Also, “value delivery” activity including providing information on related therapeutic area, supplying own drugs to developing countries, and providing scholarships increased the corporate value.