Background and Challenge
A global pharmaceutical giant wanted to benchmark itself against its key competitors on corporate reputation indices. Further, the study aimed at understanding the important parameters that could be leveraged to improve the brand image. This was a multi-country (USA, UK, Germany, France, Spain, Italy, Sweden, Brazil, Mexico, UAW, India, China, S. Korea, and Japan), multi-stakeholder research targeting Physicians, KOLs, Business Partners (including Distributors), NGOs, Policy Makers, Current Employees, and Future Talent.
Our Solution
Given the diverse geography and target segments, Phronesis designed a multi-modal study.
- Survey instrument was customized based on methodology (phone and online), geography, target segments, and cultural nuances.
- Corporate Reputation was measured along broad dimensions, such as:
- Product (range and quality)
- Innovativeness
- Environmental consciousness
- Ethical Business Practices
- Contribution to the industry/society
- Business performance
Results
The first annual wave of the study used attribute selection and logistic regressions to arrive at the drivers of Corporate Reputation, which helped the client understand where to focus.
From the second wave onwards, SEM-PLS models were used at the stakeholder- and regional levels to help the client estimate cause-effect relationships and further improve its corporate Brand Image.
