1. Episode #2
Director:
Ray’s Lab
Cast:
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）
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2. 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?

3. 1 WHO DISPLAYS ETHICAL LEADERSHIP, AND
WHY DOES IT MATTER? AN EXAMINATION
OF ANTECEDENTS AND CONSEQUENCES OF
ETHICAL LEADERSHIP
Journal: Academy of Management Journal
Time: 2012 January
Author:
＊ DAVID M. MAYER (University of Michigan)
＊ KARL AQUINO (University of British Columbia)
＊ REBECCA L. GREENBAUM (Oklahoma State University)
＊ MARIBETH KUENZI (Southern Methodist University)

4. 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

5. 1
WHO DISPLAYS ETHICAL LEADERSHIP, AND
WHY DOES IT MATTER? AN EXAMINATION
OF ANTECEDENTS AND CONSEQUENCES OF
ETHICAL LEADERSHIP
Result:
In both studies, ethical leadership partially
Mission
mediated the effects of leader moral identity.
Clear
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.
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6. 2 EMBEDDING ETHICAL LEADERSHIP WITHIN
AND ACROSS
ORGANIZATION LEVELS
Journal: Academy of Management Journal
Time: 2012 May
Author:
＊ 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)

7. 2 EMBEDDING ETHICAL LEADERSHIP WITHIN
AND ACROSS
ORGANIZATION LEVELS
 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)

8. 2
EMBEDDING ETHICAL LEADERSHIP WITHIN
AND ACROSS
ORGANIZATION LEVELS Mission
Result:
Clear
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.
8

9. 3 Patient- or Physician-Oriented Marketing:
What Drives Primary Demand for
Prescription Drugs?
Journal: JMR, Journal of Marketing Research
Time: 2010 February
Author:
 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)

10. 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.
Does advertisement work? How and how much?
Will this phenomena hurt patients?

11. 3 Patient- or Physician-Oriented Marketing:
What Drives Primary Demand for
Prescription Drugs?
Definition:
Primary Demand: Market size
Secondary Demand: Market share
Patient-Oriented : Direct to customer advertisement
Physician-Oriented: Detailing, journal advertisement
Prescription Drugs

12. 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 Brand-level
sales model

13. 3 Patient- or Physician-Oriented Marketing:
What Drives Primary Demand for
Prescription Drugs?
 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.

14. 3 Patient- or Physician-Oriented Marketing:
What Drives Primary Demand for
Prescription Drugs?
Method: Modeling
At the very beginning…,
Finally.., demand:
Primary
Category model
a brand-level model
Further decomposing..,

15. 3 Patient- or Physician-Oriented Marketing:
What Drives Primary Demand for
Prescription Drugs?
Result:

16. 3 Patient- or Physician-Oriented Marketing:
What Drives Primary Demand for
Prescription Drugs?
Result:

17. 3
Patient- or Physician-Oriented Marketing:
What Drives Primary Demand for
Prescription Drugs?
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.
17

18. 3
Patient- or Physician-Oriented Marketing:
What Drives Primary Demand for
Prescription Drugs? Mission
Clear
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.
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19. Thanks for attention!
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