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Journal FeverEpisode #2
Director:Ray’s LabCast: 1. Soy sauce Chicken on Rice (油雞飯 )2. Roast Duck on Rice (燒鴨飯 )3. BBQ Pork on Rice (叉燒飯 ) 4. Crispy Pork on Rice (燒肉飯 )5. Fried Chicken on Rice (雞排飯 )6. Sparerib on Rice (排骨飯)
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!