Made available in DSpace on 2016-04-26T20:22:43Z (GMT). No. of bitstreams: 1 Merces da Silva Nunes.pdf: 5147157 bytes, checksum: 007e9a5e0741612e2c3aa1baf4001541 (MD5) Previous issue date: 2014-03-25 / In a Democratic Constitutional State - which elected the human being as the ultimate end of everything and the greatest value of all forms of coexistence, human dignity is the mother principle that inspires, guides and radiates all the legal and social order, is the value that drives and directs the society and its members to commit actions aimed at effecting and promoting the welfare of the human person. Therefore, at the time the Constitution states the dignity of the human being as the founding principle of the Federative Republic of Brazil, it is actually explaining that Brazilian society as a whole has the duty to protect, support and respect the citizen in what the they have as the most sacred and essential to their existence, which is the equality of all human beings in their personal dignity. Recognizing the equality of the human being, in his personal dignity implies that this equality must be respected and observed in all its aspects, especially the political, economic, legal and social conditions regardless of the nature and differences of gender, race, belief, color, language, wealth, birth, national or social origin, as stated in Section II of the Universal Declaration of Human Rights, from 1948. Due to this, the human being must be protected by society and all its members, not only in the sense that this protection has to be a guarantee for them to remain alive, but mainly not to be attacked in their dignity of human people, because their right to live with dignity and the right to a dignified existence is ensured. Regarding the delimitation and scope of the present study, it is crucial to emphasize that when providing the Unified Health System SUS, free of charge, with expensive drugs for rare diseases and treatment of needy people, the pharmaceutical industry gives to the Property a social function - that in a Democratic Constitutional State goes far beyond the payment of taxes and the availability of vacancies, since the hiring of employees and the payment of taxes are prerequisites to the exercise of the economic activity itself without which even the existence of the company would not be considered. In fact, the business activity directed to the exploration of drugs, as in the pharmaceutical industry, should be developed seeking the social interest, to the recovery and improvement of human health . Thus, for the property to meet its social function, as determined by the article 170, III of the Federal Constitution, the pharmaceutical industry has the duty to participate and engage with the state, sharing the responsibility for ensuring the right to health - fundamental social right, and contributing to the achievement of the basic objectives stated in the article 3 of the Federal Constitution / o valor maior de todas as formas de convivência, a dignidade da pessoa humana é o princípio matriz que inspira, norteia e irradia todo o ordenamento jurídico e social, é o valor que move e direciona a sociedade e seus integrantes à prática de ações destinadas à efetivação e promoção do bem estar da pessoa humana. Bem por isso, no momento em que a Constituição Federal explicita a dignidade da pessoa humana como princípio fundante da República Federativa do Brasil, na verdade, está afirmando que a sociedade brasileira, como um todo, tem o dever de proteger, amparar e respeitar o cidadão naquilo que o Homem tem de mais sagrado e essencial à sua existência, que é a igualdade de todo ser humano em sua dignidade de pessoa. Reconhecer a igualdade do ser humano, em sua dignidade de pessoa, implica dizer que essa igualdade deve ser respeitada e observada em todos os seus aspectos, sobretudo, os de natureza política, econômica, jurídica e social independentemente das condições e diferenças de sexo, raça, credo, cor, língua, riqueza, nascimento, origem nacional ou social, tal como explicitado no Artigo II, da Declaração Universal dos Direitos Humanos, de 1948. Por essa razão, o ser humano deve ser protegido pela sociedade e por todos os seus integrantes, não apenas no sentido de essa proteção ser uma garantia de que o ser humano permaneça vivo, mas, principalmente, para que não seja atingido em sua dignidade de pessoa humana, porquanto lhe é assegurado o direito de viver de forma digna, o direito a uma existência digna. No que concerne à delimitação e ao alcance do presente estudo, imperioso destacar que ao destinar, gratuitamente, em favor do Sistema Único de Saúde - SUS- medicamentos de alto custo e doenças raras para tratamento de pessoas carentes, a indústria farmacêutica confere à propriedade uma função social que, num Estado Democrático de Direito, vai muito além do pagamento de tributos e da disposição em oferecer postos de trabalho, uma vez que a contratação de funcionários e/ou colaboradores e o pagamento de tributos são condições indispensáveis ao exercício da própria atividade econômica sem as quais sequer a existência da empresa haveria de ser considerada. Na verdade, a atividade empresarial voltada para a exploração de medicamentos, como é o caso da indústria farmacêutica, deve ser desenvolvida no interesse social, visando a recuperação e a melhoria da saúde humana. Assim, para que a propriedade atenda a sua função social, como determina o artigo 170, III da Constituição Federal, a indústria farmacêutica tem o dever de participar e de agir em conjunto com o Estado, compartilhando a responsabilidade pela efetivação do direito à saúde - direito fundamental social e contribuindo para a consecução dos objetivos fundamentais explicitados no art. 3º da Constituição Federal

O presente estudo avalia a produção pública de medicamentos no Brasil, abordando as possibilidades de avanços no acesso aos medicamentos essenciais. Fundamentou-se na análise bibliográfica e documental. Esta última análise focou os documentos oficiais, originários dos diversos agentes institucionais vinculados à política de medicamentos do país. A Política Nacional de Medicamentos concentrou-se na provisão da assistência farmacêutica e, em especial, no acesso racional aos medicamentos essenciais. A pesquisa, de caráter histórico, destacou analiticamente o desenvolvimento dessa política desde 2003 até o presente. Nesse contexto, privilegiam-se as características universais do atual sistema de saúde no Brasil e o compromisso do Estado nacional em garantir o acesso a esse direito fundamental. Foram também objeto de destaque nesta pesquisa as alternativas de oferta de medicamentos por intermédio da indústria farmacêutica internacional e nacional. O núcleo deste estudo é a análise da produção dos medicamentos pelos laboratórios oficiais, bem como das dificuldades que esses laboratórios enfrentam em função da descontinuidade histórica de políticas voltadas para o fortalecimento de suas atividades. Assim, permite-se afirmar que a produção dos medicamentos essenciais poderia contribuir de forma decisiva para a inclusão da população historicamente excluída das políticas de saúde a partir de estratégias para o seu fortalecimento continuado, definidas pelo Estado brasileiro. / The present thesis has evaluated the medicine production by the State, addressing its possibilities in improving the access to essential medicines. This study has relied on both bibliographical and documental analysis. The latter was focused on official documents from several institutional agencies linked to the countrys pharmaceutical policy. The National Pharmaceutical Policy has been concentrated on the provision of pharmaceutical assistance, especially on the rational access to essential medicines. From an analytical and historical perspective, this research has highlighted the development of such policy from 2003 to the present day. Within this context, the current universal features of the Brazilian National Health System and the responsibility undertaken by the State to provide access to medicines were emphasized. The alternative offers of medicines by both the national and international pharmaceutical industries were also highlighted. The main goal of this thesis was the analysis of pharmaceutical production by the official laboratories as well as the difficulties faced by these laboratories resulting from a lack of continuity in the policies geared at strengthening its activities. Thus, the present work aims to show that essential medicine production might significantly contribute to the inclusion of those historically excluded from the health policies through continued strengthening policies as defined by the State.

The topic of this thesis is spin doctoring. It understands terms "spin" and "spin doctoring" as deliberate manipulation with public opinion by means of communication. The thesis includes an account of relevant concepts as are public relations, propaganda or corporate spin. It describes academical approaches to this issue. The authors criticize especially a corruptive influence of spin doctoring on democratic society and manipulative nature of public relations, but they offer possibilities of counteraction against these practices as well. The thesis considers both historical and recent manifestations of spin doctoring. Many examples analyzed in this thesis concerns political environment of the Great Britain. Techniques and practices of spin doctoring such as "third party technique", "astroturfing" or "denigration campaings" are thoroughly explained. The perspective of semiotics and spin doctoring as manipulation with signs within social environment are concerned. The conflict between critics of spin doctoring and representatives of public relations is interpreted as discoursive discrepancy and both the antagonist discourses are analyzed. One chapter is devoted to spin doctoring within pharmaceutical industry. The practices and techniques of spin doctoring are interpreted in detail on this example....

Made available in DSpace on 2016-03-15T19:26:24Z (GMT). No. of bitstreams: 1 Antonio Cesar Barbariniprot.pdf: 5498245 bytes, checksum: 8ee5821aba2d4d3741856a81ee04776b (MD5) Previous issue date: 2015-03-04 / The challenges of the business environment in the 2010s are becoming increasingly complex, with fast-paced changes and different kinds of pressure from competition, customers, regulatory agencies, unions, the economy, etc. In this context, organizations need to be more responsive to change and learn quickly in the face of new demands. In the 80s and 90s, the quality of products and services was the rule to differentiate between companies on the market, which made organizations seek models and systems to ensure compliance with the highest standards of quality required in different markets. In addition, companies increased their standards of operational efficiency, productivity and reliability, but also ended up becoming more similar and only slightly differentiated among themselves. Organizations now face the challenge of adopting more flexible systems, standards and structures in order to facilitate adaptation to the current context, which is extremely dynamic. In this scenario, innovation can help organizations become more competitive, as long as they can continually learn, by taking advantage of the informal learning in the workplace, which represents more than 80% of the total number of learning opportunities. Considering the current levels of complexity, dynamism and uncertainty present in the work environment, errors or failures are by-products of organizational processes and are not necessarily bad; it is important that organizations can quickly learn from the mistakes, through people. Some factors may influence the creation of an environment where people can learn from mistakes, experiment and apply ideas, by adopting innovative work behaviors. This quantitative study seeks to examine the relationship between the factors that influence learning from errors and the innovative work behaviors in a multinational organization in the pharmaceutical segment. The research with employees from different areas received 146 valid responses which were analyzed using confirmatory factor analysis with the SmartPLS 2.0 M3 software. The hypothesis that the Factors that Influence the Learning from Mistakes have positive relationship with the Innovative Work Behaviors was confirmed. The structural coefficient obtained between the two dimensions was 0.618 (p< 0.001), which means that the construct Factors that Influence the Learning from Mistakes explains 38% of the variation in the indices of the Innovative Work Behaviors construct. The companies ability to quickly learn from mistakes and experiments, taking advantage of the human capital potential, particularly through innovative work behaviors, can be a critical aspect of differentiation in the marketplace and a way for companies to obtain competitive advantage. This study aims to contribute to the expansion of knowledge on the subject, highlighting the importance of the proper management of the factors that may influence the learning from mistakes in the work environment. In addition, this study contributes with the validation and adaptation of the original scales of constructs studied to the Brazilian context. / Os desafios do ambiente de negócios nos anos 2010 se tornam cada vez mais complexos, com mudanças em ritmo acelerado e pressões de ordem econômica, regulatória, da concorrência, dos clientes etc. Nesse contexto, as organizações precisam ser mais ágeis, para mudar e aprender rapidamente, diante das novas demandas. Nas décadas de 1980 e 1990, a qualidade dos produtos e serviços servia para diferenciar as empresas no mercado, o que fez com que as organizações buscassem modelos e sistemas para assegurar conformidade com os altos padrões de qualidade exigidos nos diferentes mercados. Além disso, as empresas aumentaram seus padrões de eficácia operacional, produtividade e confiabilidade, mas também acabaram tornando-se mais parecidas e pouco diferenciadas entre si. As organizações agora se deparam com o desafio de adotar sistemas, normas e padrões mais flexíveis, que facilitem a adaptação ao atual contexto extremamente dinâmico. Nesse cenário, a inovação pode ajudar as organizações a se tornarem mais competitivas, desde que possam aprender continuamente, aproveitando especialmente as situações de aprendizagem informal no trabalho, que representam mais de 80% do total das oportunidades de aprendizagem. Considerando os níveis atuais de complexidade, dinamismo e incertezas presentes no ambiente de trabalho, os erros ou falhas acabam sendo subprodutos dos processos organizacionais e não são necessariamente ruins; é importante que as organizações possam aprender rapidamente a partir dos erros, por meio das pessoas. Alguns fatores no âmbito da organização podem influenciar a criação de um ambiente onde as pessoas possam aprender com os erros, experimentar e aplicar ideias, adotando comportamentos inovadores no trabalho. Este estudo de natureza quantitativa busca examinar as relações entre os fatores que influenciam a aprendizagem a partir dos erros e os comportamentos inovadores no trabalho em uma organização multinacional do segmento farmacêutico. A pesquisa com funcionários de diferentes áreas obteve 146 respostas válidas e os dados foram analisados utilizando-se a análise fatorial confirmatória com o software SmartPLS 2.0 M3. A hipótese de que os Fatores que Influenciam a Aprendizagem a Partir dos Erros têm relação positiva com os Comportamentos Inovadores no Trabalho foi confirmada. O coeficiente estrutural obtido entre as dimensões foi de 0,618 (p<0,001), sendo que o construto Fatores que Influenciam a Aprendizagem a Partir dos Erros explica 38% da variação dos índices do construto Comportamentos Inovadores no Trabalho. A capacidade das empresas aprenderem rapidamente a partir dos erros e experimentos, aproveitando o potencial do capital humano existente, especialmente através de comportamentos inovadores no trabalho, pode ser um aspecto crítico para diferenciação no mercado e para a obtenção de vantagem competitiva. Este estudo visa contribuir para a ampliação dos conhecimentos sobre o tema, destacando a importância da gestão adequada dos fatores que influenciam a aprendizagem a partir dos erros no ambiente de trabalho. Adicionalmente, contribui para a validação e adaptação das escalas originais dos construtos estudados para o contexto brasileiro.

Submitted by Filipe dos Santos (fsantos@pucsp.br) on 2018-03-26T12:28:30Z No. of bitstreams: 1 Alyne Viana de Oliveira.pdf: 1727106 bytes, checksum: 3089f02be85c7d292d871f3440c180e3 (MD5) / Made available in DSpace on 2018-03-26T12:28:30Z (GMT). No. of bitstreams: 1 Alyne Viana de Oliveira.pdf: 1727106 bytes, checksum: 3089f02be85c7d292d871f3440c180e3 (MD5) Previous issue date: 2018-02-28 / Coordenação de Aperfeiçoamento de Pessoal de Nível Superior - CAPES / The present work aims to analyze the participation of interest groups in the definition of the American foreign policy when defending their interests. Based on the two-level model proposed by Robert Putnam, it considers the impact of domestic actors in the decision-making process of the US foreign trade policy. From this perspective, we analyze how the pharmaceutical industry lobby is organized and its strategies to assert their interests and influence the formulation of the country's foreign policy, by using its financial resources and channels of influence with governamental institutions responsible for the definition of trade policy to pressure the US government in its international negotiations for regulations that would benefit the sector. Thus, the case study of the TRIPS Agreement (Trade-Related Aspects of Intellectual Property Rights) negotiations under GATT (General Agreement on Tariffs and Trade) demonstrates how the pharmaceutical lobby strategy proved to be efficient / A presente pesquisa tem como objetivo analisar a participação de grupos de interesse na definição da política externa norte-americana ao defenderem seus interesses econômicos. Com base no modelo do jogo de dois níveis proposto por Robert Putnam, considera-se o impacto dos atores domésticos no processo de tomada de decisão na política externa comercial dos Estados Unidos. Sob tal perspectiva, analisaremos como lobby da indústria farmacêutica norte-americana se organizou e quais estratégias foram adotadas por eles para fazer valer os seus interesses e influenciar a formulação da política externa do país, utilizando seus recursos financeiros e influência política junto a instituições governamentais responsáveis pela definição da política comercial para pressionar o governo norte-americano em suas negociações internacionais por regulamentações que beneficiassem o setor. Assim, o estudo de caso das negociações do acordo TRIPS (Trade-Related Aspects of Intellectual Property Rights) no âmbito do GATT (General Agreement on Tariffs and Trade) demonstra como a estratégia do lobby farmacêutico se revelou eficiente

根據2009年IMS生物技術開發中心統計，國內藥廠前十大銷售排名均為外商企業，且在健保藥品給付進口外國藥廠的購買金額也高達70%。由此可見外商製藥公司在台灣藥品市場所佔有的舉足輕重地位。而以往有關製藥產業的論文研究中，較多著重於其行銷業務、策略以及研發模式等方面的分析，很少針對製藥公司的知識管理來加以探討。就知識密集的製藥業來說，此為明顯的研究缺口，因此，本研究以製藥產業為主軸，選定在台灣藥品市占率高的外商藥廠為研究對象，探討其知識管理作為，以及知識管理影響因素如何影響知識管理活動。 本研究同時從知識管理影響因素與知識管理活動兩構面來探討我國外商藥廠的知識管理。研究方法上採用多重個案研究法，研究者首先結合研究問題與文獻回顧，結果導出實證研究的觀念性架構，再以此理論觀念模式為主軸進行個案的訪談與資料的收集，實地深入訪談四家我國外商藥廠，瞭解其知識管理影響因素以及知識管理活動主要作為。 本研究所得到的結論如下： 1. 外商藥廠的知識管理目標若越明確、且與人員的工作流程結合度越高，則其知識蓄積活動越容易進行，且知識保護活動也越能確實執行。 2. 外商藥廠會透過企業內部環境的建構，來促進其知識的擴散。 3. 外商藥廠的科技設備若越完備，則其知識蓄積越容易進行，也因而強化了其知識的創造與擴散。 4. 外商藥廠的績效評估制度之設計與衡量指標之搭配，有助於其知識創造及知識擴散的進行。 5. 外商藥廠知識的結構化程度會影響知識蓄積以及擴散方式。知識的結構化程度越高，則越容易透過文件式的蓄積方式、並經由資訊系統來擴散知識；而知識的結構化程度越低，則越容易透過人員式的蓄積方式、並仰賴面對面接觸來擴散知識。 6. 外商藥廠會藉由成功經驗的分享，來創造組織與各部門的知識，也因而促進了知識的擴散。 7. 外商藥廠會藉由師徒制度來擴散經驗型的知識。 8. 外商藥廠會積極主動並重視知識保護的活動，且使之成為日常作業流程的一部分。 本論文最後說明本研究結果在學術上的貢獻，同時對實務研究上與後續研究上提出一些建議。 / According to IMS Health Global Pharma Forecast in 2009, the top ten sales volumes of pharmaceutical enterprises in Taiwan are all international enterprises. Under the National Health Insurance reimbursement, the international enterprises occupy only 30% of all the pharmaceuticals volumes, but occupy up to 70% of all the pharmaceuticals sales, which shows that the international pharmaceutical enterprises play a decisive role in Taiwan pharmaceutical market. Most of the past studies of pharmaceutical industry focus on the aspects of marketing, strategy, and research and development. Few specifically inrestigate the issues of knowledge management and knowledge management influential factors. Consequently, a research gap can be found as pharmaceutical industry in a knowledge-intensive one. This research focuses on the pharmaceutical industry, explores the knowledge management activities of international pharmaceutical enterprise in Taiwan from both the view of knowledge management influential factors and knowledge management activities, and aims to discover the key factors that influence knowledge management. This research adopts four international pharmaceutical enterprises in Taiwan as case studies and conducts interviews with managers to understand knowledge management influential factors and knowledge management activities. By knowing inside information of knowledge management of the four companies, this research can deliver a more practical and well-organized point of view, giving examples and facts to the future implementation of knowledge management for Taiwan pharmaceutical enterprise. The conclusions of this research are as bellow. 1. The clearer of the goal in knowledge management and the stronger of connection to the daily process in the company allow knowledge researving and protection activities implemented. 2. Higher level of organization cooperation and sharing culture leads to higher level of reliance of knowledge among each department, facilitating knowledge to spread more effectively in the company. 3. The completeness of technolocial facilities helps knowledge researving activities more convenient, knowledge creation activities more smoothing , and knowledge difussion activities more efficient. 4. The design of performance appraisal influences the knowledge creation and knowledge difussion activities. 5. The degree of knowledge structure influences the knowledge researving and difussion activities. 6. Sharing the best practice ficilitates knowledge creation and knowledge difussion activities . This method had gradually become a well-known practice in international pharmaceutical enterprise. 7. 「Mentor program」 is an important way to extend experienced knowledge. Each company has different approach to conduct 「Mentor program」. 8. The knowledge protection activity includes intellectual property rights、information system、contracts、data reserved management and data destroyed process, and the degree of compulsory execution is in accordance with the principles of the companies.

新藥研發是台灣生技發展的重點產業。新藥研發一般具有高投資、高風險與研發期長的特性。因此，有些公司會透過多角化的策略來分散風險。不過，在有限的資源與人力下，發展多角化的產品通常是個極具挑戰的任務。因此，本研究針對新藥研發公司，就其採取多角化的動機與策略來加以探討。 此外，在知識經濟的時代，知識已成為企業最重要的資產，如何透過有效的知識管理以提昇組織知識的價值，則是企業所重視的關鍵性議題之一。新藥研發屬知識密集產業，知識管理對於公司相當重要。因此本研究亦從知識特性的觀點（路徑相依度、不確定程度與競爭衝擊程度）來探討其對知識管理的影響。 本研究在方法上採取多重個案研究的方式，透過深入個案訪談與次級資料收集，所得到的結論如下： 1. 台灣新藥研發公司選擇多角化策略的動機相當多元。 2. 台灣新藥研發公司多角化的動機與多角化目標領域之路徑相依度有關。 3. 台灣新藥研發公司多角化目標領域技術知識的路徑相依度與競爭衝擊程度會影響其技術知識吸收的方式。 4. 台灣新藥研發公司多角化目標領域技術知識的路徑相依度會影響其組織設計、分工與人員式知識擴散的對象。 5. 台灣新藥研發公司進行多角化產品研發時，其知識蓄積活動上傾向於採取「機械-整合式」的蓄積方式。 / New drug development industry is one of the key biotech development areas in Taiwan. The nature of new drug development involves high investment, high risk and long development time. As a result, some companies develop diversification as a strategy to reduce the risk. However, the scarcity of resource and manpower makes developing diversified products particularly challenging. This study would focus on why these companies choose diversification strategy and which strategies they develop. Knowledge management is very important for companies in research-intensive industry. This study would also explore how the companies practice knowledge management on its diversified projects. In addition, this study uses technological knowledge characteristics (path dependence, degree of uncertainty, and competitive position) to analyze the effect upon knowledge management process. In this study, multiple case study method to take the way through in-depth case interviews and secondary data collection, the conclusion is as follows: 1.The reasons why new drug development companies in Taiwan underwent diversification vary a lot. 2.Synergy motivation of new drug development companies in Taiwan will affect the path dependence of technological knowledge in target areas for diversification. 3.Path dependence and competitive intensity of technological knowledge in target areas for diversification will affect the way of technical knowledge acquired in Taiwan’s new drug development companies. 4.Path dependence of technological knowledge will affect the organizational design, the division of labor and object of personnel-type knowledge diffusion 5.New drug development companies in Taiwan tend to choose 「Mechanical-Integrated」mode of knowledge Storage when the diversification activities.

Denna uppsats är skriven inom området finansiering och behandlar fenomenet uppköp och företagsförvärv inom läkemedelsbranschen. I uppsatsen undersöker man läkemedelsbranschen och några nyckelaffärer utförda under de senaste fem åren. Syftet är att se om hypotesen om att det inte sker någon onormal överavkastning efter ett företagsförvärv eller sammanslagning till det köpande företaget gäller inom industrin. Modellen som används är ”the Arbitrage Pricing Model”, innehållande variablerna S&amp;P 500, ^DRG, USA’s inflation och volymen av omsatta aktier på New York-börsen. Denna används för att beräkna en förväntad avkastning på aktien 48 månader efter affären. Ytterligare så används AMEX läkemedelsindex (^DRG) och Standard &amp; Poor’s 500 (S&amp;P 500) som måttstock för att jämföra utvecklingen av aktien under 48 månader efter affären. Hypotesen håller i tre av sex fall när indexen ^DRG och S&amp;P 500 används som måttstock och i samtliga fall när den beräknade avkastningen används som måttstock. De beräknade estimaten visade sig vara aningen för optimistiska givet tidpunkten för affären. Marknaden hade vuxit mycket starkt under en lång tid och var på toppen just innan den föll kraftigt i början av år 2000. Inget av företagen nådde upp till de beräknade värdena. Inte heller lyckades de återhämta sig från det kraftiga fallet I marknaden till deras ursprungliga aktievärden. / This thesis is written within the field of finance and covers the Merger &amp; Acquisition (M&amp;A) phenomenon within the pharmaceutical industry. The purpose with this thesis is to examine the pharmaceutical industry and, with some key acquisitions done over the last five years, see if our hypothesis about no abnormal returns after an M&amp;A to the buying firm, holds within the industry. The model used is the Arbitrage pricing model, incorporating the variables; S&amp;P 500, ^DRG, US inflation and stock volume traded on NYSE, to calculate expected returns for a period of 48 months after the M&amp;A’s. Furthermore we use AMEX pharmaceutical index (^DRG) and Standard &amp; Poor 500 (S&amp;P 500) as our base for measuring post-M&amp;A performance 48 months after the M&amp;A’s. The hypothesis holds three out of six times when using the indices ^DRG and S&amp;P 500 as a benchmark and all of the times when using the calculated expected returns as benchmark. The calculated estimates turned out to be a bit too optimistic given the time of the M&amp;A’s where the market had grown substantially over a long period and was at its peak just before it plummeted in the early 2000’s. Neither of the companies reached their estimated returns, nor did they manage to recover from the downfall to their initial stock value at the time of the merger.

Nella società odierna il termine “salute” assume una valenza sempre più omnicomprensiva e legata al concetto di benessere. L’individuo vive la questione della salute come un problema cogente e quotidiano e si dimostra attivo, ha però bisogno di informazioni e uno degli strumenti più importanti attraverso cui riesce a ottenerle sono proprio i media. A questa domanda così insistente corrisponde effettivamente una elevata offerta relativa ai temi della salute, ma l’abbondanza di contenuti, anche molto specifici, rende i cittadini disorientati e rischia di divenire un indistinto rumore di fondo in cui risulta difficile trovare ciò che interessa e comprendere cosa sia effettivamente utile, affidabile e corretto. In questo contesto si inserisce la comunicazione sul farmaco: le aziende farmaceutiche non utilizzano più solo strumenti diretti per comunicare (la pubblicità per i prodotti e verso chi è concesso dalla legge o l’informazione scientifica sul farmaco), ma anche mezzi “indiretti” come i mass media, che contemplano la presenza di intermediari, soprattutto giornalisti. La ricerca si occupa quindi da un lato di individuare gli strumenti utilizzati dall’industria farmaceutica per comunicare e dall’altro di analizzare le modalità di rappresentazione del tema della salute e del farmaco nei media. / In today's society the term “health” becomes increasingly comprehensive and linked to the concept of wellness. People live the issue of health as a cogent and daily problem and become active, therefore they need information and one of the most important instruments through which they manage to get them is the media system. This persistent question coincides with abundance of health issues, but the richness of themes, even very specific, makes people confused and could become a blurred background noise in which it is difficult to find what you are looking for and to understand what it is actually useful, reliable and correct. The communication about drugs stands in this context: pharmaceutical companies are not only using direct instruments to communicate (advertising for products when is permitted by law or scientific information), but also "indirect tools” as mass media, which include the presence of intermediaries, especially journalists. The research seeks to identify the instruments used by pharmaceutical industry to communicate and secondly to analyze the representation of the theme of health and medicine in media.

University of Macau / Institute of Chinese Medical Sciences