1. Cure or sell : how do pharmaceutical industry marketers combine their dual mission? An approach using moral dissonance
- Author
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Bénédicte Bourcier-Bequaert, Anne Sachet-Milliat, Loréa Baïada-Hirèche, Ecole Supérieure des Sciences Commerciales d'Angers (ESSCA), Département Management, Marketing et Stratégie (IMT-BS - MMS), Télécom Ecole de Management (TEM)-Institut Mines-Télécom [Paris] (IMT)-Institut Mines-Télécom Business School (IMT-BS), Institut Mines-Télécom [Paris] (IMT), Laboratoire en Innovation, Technologies, Economie et Management (EA 7363) (LITEM), Université d'Évry-Val-d'Essonne (UEVE)-Université Paris-Saclay-Institut Mines-Télécom Business School (IMT-BS), Institut Mines-Télécom [Paris] (IMT)-Institut Mines-Télécom [Paris] (IMT), Dauphine Recherches en Management (DRM), Université Paris Dauphine-PSL, Université Paris sciences et lettres (PSL)-Université Paris sciences et lettres (PSL)-Centre National de la Recherche Scientifique (CNRS), Institut Supérieur du Commerce de Paris (ISC Paris), Groupe de Recherche Angevin en Economie et Management (GRANEM), Université d'Angers (UA)-AGROCAMPUS OUEST-Institut National de l'Horticulture et du Paysage, LITEM-NPR, Groupe ESSCA (ESSCA), Département Management, Marketing et Stratégie (MMS), Université d'Angers (UA)-AGROCAMPUS OUEST, Institut national d'enseignement supérieur pour l'agriculture, l'alimentation et l'environnement (Institut Agro)-Institut national d'enseignement supérieur pour l'agriculture, l'alimentation et l'environnement (Institut Agro)-Institut National de l'Horticulture et du Paysage, and Institut National de l'Horticulture et du Paysage-AGROCAMPUS OUEST-Université d'Angers (UA)
- Subjects
Economics and Econometrics ,Moral dissonance ,0603 philosophy, ethics and religion ,Profit (economics) ,Arts and Humanities (miscellaneous) ,Self-justifications ,0502 economics and business ,Cognitive dissonance ,Narrative ,Narratives ,Business and International Management ,Marketing ,Pharmaceutical industry ,Quality of Life Research ,Ethical issues ,business.industry ,05 social sciences ,06 humanities and the arts ,General Business, Management and Accounting ,JEL: I - Health, Education, and Welfare/I.I1 - Health/I.I1.I11 - Analysis of Health Care Markets ,Neutralization techniques ,Marketing practitioner ,[SHS.GESTION]Humanities and Social Sciences/Business administration ,060301 applied ethics ,Business ,Business ethics ,Law ,050203 business & management ,JEL: L - Industrial Organization/L.L6 - Industry Studies: Manufacturing/L.L6.L65 - Chemicals • Rubber • Drugs • Biotechnology ,Qualitative research - Abstract
CNRS 2, FNEGE 1, HCERES A; International audience; Pharmaceutical industry marketers are confronted with specific ethical issues linked to the tension between the economic interest being pursued and the health mission of this sector. Indeed this dual mission could be problematic for them when the two objectives contradict each other. We use the concept of moral dissonance to examine how marketers in the pharmaceutical industry perceive the profit/health tension inherent in their sector and how they deal with it. Based on narratives of 18 marketers working in the pharmaceutical sector, our qualitative study identifies ethical conflicts of varying intensity that generate differing degrees of moral dissonance among marketers. To cope with this moral dissonance, they use the following strategies: (1) minimize the sensitivity of their activity; (2) invoke the benefits to patients; and (3) avoid behaviors that conflict with their values.
- Published
- 2022
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