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제약 기업 명성 척도 개발에 대한 연구

The Study on the Reputation Scale Development for Pharmaceutical Companies

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주제분류신문방송학

초록

본 연구는 제약 기업의 명성을 구성하는 차원들에 대한 논의를 바탕으로 제약 기업의 명성 척도를 개발하고타당도를 검증하였다. 문헌 연구를 통해 일반적인 기업 명성 지수와 제약 기업에게 요구되는 명성의 요인 및제약 기업의 지속 가능성을 위해 고려되어야 할 요인들에 대해 논의하고, 이를 제약 기업의 명성 지수로 포함하였다. 제약 기업 명성 척도 개발 결과, ‘지속 가능 경영’, ‘연구 개발의 리더십’, ‘환자 중심주의’ 로 명명할수 있는 3개의 요인과 총 29개의 문항(‘지속 가능 경영’ 14문항, ‘연구 개발의 리더십’ 7문항, ‘환자 중심주의’ 8문항)이 도출되었으며, 확인적 요인 분석, 법칙망 조직 분석을 실시하여 도출된 척도가 제약 기업 명성을 측정하는 신뢰성 있고 타당한 척도가 될 수 있음을 확인하였다. 본 연구는 특정 산업 분야의 관점에서 제약 기업의 특성 및 사회적 역할, 기업 가치와 관련된 명성 요인을 도출하여 모든 기업에 일반적으로 적용되어 왔던 기업 명성에 대한 논의를 확장하였다. 특히 본 연구에서 개발된 제약 기업 명성 척도는 최근 중요한 이슈로 부각된 연구 개발과 환자 중심적 차원을 주요 요인으로 포함하고 있어 제약 기업의 통합적 명성 지수로활용, 제약 기업의 명성 제고 전략 및 비즈니스 모델에 고려될 수 있을 것이다. 또한 본 연구는 그동안 각기다른 지수를 통해 별개로 논의되던 제약 기업 명성 지수를 포괄적으로 적용하여 이론적, 실무적 차원의 새로운 통합적 척도를 개발하였다는 데에 의미가 있다. 향후 제약 기업 명성에 대한 논의도 더욱 활성화시켜 명성 연구의 발전에 기여할 수 있을 것이다.

Abstract

The purpose of this study is to develop a reputation scale of pharmaceutical companies through discussing factors compromising reputation. Through literature research, this study discusses the reputation scale generally applied to corporations and reputation factors required to pharmaceutical companies for their sustainability. As a result of the scale development, three reputation factors are finalized with 29 items. Those are 'corporate sustainability management', 'R&D leadership' and 'patient-centricity'. They have been confirmed as a reliable and valid scale by conforming confirmatory factor analysis and nomological network analysis. This study extends the researches on corporate reputation by deriving reputation factors related to characteristics, social roles, and corporate values of pharmaceutical companies from a specific industrial point of view. In particular, the reputation scale of pharmaceutical companies finalized in this study includes R&D leadership and patient-centricity dimensions, which have emerged as important factors in pharmaceutical industry in recent years. It is meaningful that this study is to develop integrated quotient to measure the reputation of pharmaceutical companies from ‘corporate’ and ‘patient-centric’ perspective. This reputation quotient can be applied to the reputation enhancement strategy and business model for pharmaceutical companies.

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