Welcome to Scribd, the world's digital library. Read, publish, and share books and documents. See more ➡
Standard view
Full view
of .
Add note
Save to My Library
Sync to mobile
Look up keyword or section
Like this
3Activity
×
P. 1
A BLENDED VALUE FRAMEWORK OF TRUST, REPUTATION AND PARTNERSHIPS IN THE PHARMACEUTICAL INDUSTRY: THE CASE OF MATRICOLE D’ARGENTO

A BLENDED VALUE FRAMEWORK OF TRUST, REPUTATION AND PARTNERSHIPS IN THE PHARMACEUTICAL INDUSTRY: THE CASE OF MATRICOLE D’ARGENTO

Ratings: (0)|Views: 1,545|Likes:
Published by marco spada
In the last decades, the orthodox three-sector (i.e. government, business, non profit) perception of
contemporary society seems to be under siege. Therefore, a new theoretical framework is required
to face the new challenges and the new chances placed by these trends.
As a matter of fact, we cannot continue to split up the players in the game - and the value they
produce - into separated silos. Value is non-divisible: it blends, from one form to another. Economic
Value continuously blends with the Social Value within the framework provided by the Blended
Value Proposition (BVP). Hence, all the players – whether government, business or nonprofit - are
generating the same blended value.
Given such a quantum leap in our perceptions of reality, this paper is focusing on partnership
relationships among several different players in the pharmaceutical industry: business-to-business
partnerships(b2b), business-to-nonprofit partnerships(b2n) and business-to-government
partnerships(b2g). Furthermore, an analysis of partnerships’ dynamics among the different partners,
will be conducted. In this regard, a game theoretic approach, namely The Trust Game, may provide
an interesting framework both in the context of infinitely repeated games and one-shot interactions
between the two partners/players .
Nevertheless, this approach demonstrates its limits as a sound theory of co-operation. Therefore,
going beyond game theory, the concepts of “trust” and “reputation” are considered, formalized and
integrated into an alternative perspective. These intangible values are crucial to facilitate the
strategic, organizational and cultural fit within b2b partnerships (e.g. Eli Lilly and its biotech
partners), b2n (e.g. Pfizer Inc. and Clark Foundation) and b2g partnerships (e.g. Pfizer Italia and
the Assessorato alle Politiche Sociali e Promozione della Salute, Comune di Roma).
The latter example will be investigated more in details, through the development of a case-study
focusing on the Matricole d’Argento (MdA) project. This initiative is a public-private partnership
between Pfizer Italia and the Assessorato alle Politiche Sociali e Promozione della Salute, Comune
di Roma for the empowerment of the elders citizens of the city of Roma (Italy) through educational
activities.
Finally, drawing on a socio-cognitive theory of reputation, the phenomena of reputation
transmission, among the agents involved in the MdA project, will be considered.
In conclusion, game theoretical approaches demonstrated their limits just like the three sector
partition showed its inability to account for the emerging trends of the global world. Therefore, the
Trust Game has being blended with trust and reputation and the Economic Value has being blended
with the Social Value, within the framework provided by the Blended Value Proposition.
All the players in the game, whether governments, businesses or nonprofits, clearly understood that
partnerships and alliances are the winning strategy of the 21st Century, maximizing blended value
creation.
Keywords:Corporate Social Responsibility (CSR), Blended Value Proposition (BVP), Taoism,
Alliance Management, Game Theory, Prisoner’s Dilemma (PD), Trust, Socio-Cognitive Theory of
Reputation, Public-Private Partnerships (PPPs)
In the last decades, the orthodox three-sector (i.e. government, business, non profit) perception of
contemporary society seems to be under siege. Therefore, a new theoretical framework is required
to face the new challenges and the new chances placed by these trends.
As a matter of fact, we cannot continue to split up the players in the game - and the value they
produce - into separated silos. Value is non-divisible: it blends, from one form to another. Economic
Value continuously blends with the Social Value within the framework provided by the Blended
Value Proposition (BVP). Hence, all the players – whether government, business or nonprofit - are
generating the same blended value.
Given such a quantum leap in our perceptions of reality, this paper is focusing on partnership
relationships among several different players in the pharmaceutical industry: business-to-business
partnerships(b2b), business-to-nonprofit partnerships(b2n) and business-to-government
partnerships(b2g). Furthermore, an analysis of partnerships’ dynamics among the different partners,
will be conducted. In this regard, a game theoretic approach, namely The Trust Game, may provide
an interesting framework both in the context of infinitely repeated games and one-shot interactions
between the two partners/players .
Nevertheless, this approach demonstrates its limits as a sound theory of co-operation. Therefore,
going beyond game theory, the concepts of “trust” and “reputation” are considered, formalized and
integrated into an alternative perspective. These intangible values are crucial to facilitate the
strategic, organizational and cultural fit within b2b partnerships (e.g. Eli Lilly and its biotech
partners), b2n (e.g. Pfizer Inc. and Clark Foundation) and b2g partnerships (e.g. Pfizer Italia and
the Assessorato alle Politiche Sociali e Promozione della Salute, Comune di Roma).
The latter example will be investigated more in details, through the development of a case-study
focusing on the Matricole d’Argento (MdA) project. This initiative is a public-private partnership
between Pfizer Italia and the Assessorato alle Politiche Sociali e Promozione della Salute, Comune
di Roma for the empowerment of the elders citizens of the city of Roma (Italy) through educational
activities.
Finally, drawing on a socio-cognitive theory of reputation, the phenomena of reputation
transmission, among the agents involved in the MdA project, will be considered.
In conclusion, game theoretical approaches demonstrated their limits just like the three sector
partition showed its inability to account for the emerging trends of the global world. Therefore, the
Trust Game has being blended with trust and reputation and the Economic Value has being blended
with the Social Value, within the framework provided by the Blended Value Proposition.
All the players in the game, whether governments, businesses or nonprofits, clearly understood that
partnerships and alliances are the winning strategy of the 21st Century, maximizing blended value
creation.
Keywords:Corporate Social Responsibility (CSR), Blended Value Proposition (BVP), Taoism,
Alliance Management, Game Theory, Prisoner’s Dilemma (PD), Trust, Socio-Cognitive Theory of
Reputation, Public-Private Partnerships (PPPs)

More info:

Published by: marco spada on Nov 16, 2010
Copyright:Traditional Copyright: All rights reserved

Availability:

Read on Scribd mobile: iPhone, iPad and Android.
See More
See less

11/06/2011

 
O
AIO
I
ORFX 
W
RVBCJXVI
V
EC\FXWCRÄ BC
H
JAJMEO
 R
@F
I
OWRFX CE
C
ERFXEORCJEOA
W
RVBCFW CE
T
@CAOER@XJTS
 
OEB
W
JGCOA
F
ERXFTXFEFVXW@CT
 
J
GRJHFX 
8442
 
)
 
K
OEVOXS
844<
O
 
 H
 AFEBFB
 OAVF 
 
L
XOIF]JXN JL
R
XVWR
!
 
FTVRORCJEOEB
T
OXREFXW@CTW
C
E
R
@F
T
@OXIOGFVRCGOA
C
EBVWRXS
;
 
R
@F
G
OWF JL
 I 
 ORXCGJAF B
–O
 XMFERJ
 
W
VTFX\CWJX 
;
 Txjl%
Laoicecj Wqvo{{jec!
 Bftoxrifer jl Wjgcoa WgcfegfwLogvars jl Fgjejicgw! Vec|fxwcrs jl Hxfwgco%
G
OEBCBORF
;
 Bjrr%
Ioxgj Wtobo
 
 
O
GNEJ]AFBMFIFER
 
Cr cw o tafowvxf rj ognej}afbmf r`f `fat xfgfc|fb or |oxcjvw wromfw jl r`cw txjkfgr lxji B}cm`rHvxacemoif oeb Afwacf Afenj}wns!
Gferfx je T`caoer`xjts or Cebcoeo Vec|fxwcrs TvxbvfVec|fxwcrs
(CVTVC# ! T`cact Gjg`xoe!
 Nfaafs Wg`jja jl Hvwcefww! Cebcoeo Vec|fxwcrs
%C oi mxorflva rj Xjh Wicr` oeb Koaoeo G% Fow`!
 Fac Acaas oeb Gjitoes Ljveborcje!
ljx txj|cbcemif g`oaafemcem g`oegfw bvxcem is
 Oifxcgoe ob|fervxf
%C oi oawj mxorflva rj Ioxco Tco Xvllcaac! Oafwwoebxo Woerogxjgf oeb Mcjxmco Mxjwwc!
Gjxtjxorf Ollocxw oeb Ob|jgogs! Tlc{fx Croaco
%C }oer rj r`oen ljx `cw fegjvxomcem ottxfgcorcje jl is }jxn! Laoicecj Wqvo{{jec!
 Bftoxrifer jl Wjgcoa Wgcfegfw! Logvars jl Fgjejicgw! Vec|fxwcrs jl Hxfwgco%
Wtfgcoa r`oenw rj o wtfgcoa lxcfeb; Kfb Fifxwje!
 mvxv
jl 
hafebfb |oavf r`cencem 
! oeb `cw
feacm`rfecem Xjgns Ijverocew
%]cr` mxorcrvbf C ognej}afbmf r`f cewrcrvrcjew r`or iobf r`cw }jxn tjwwchaf;
 Oaio Iorfx WrvbcjxviVec|fxwcrä bc Hjajmeo
!
R`f Iowrfx ce Cerfxeorcjeoa Wrvbcfw ce T`caoer`xjts oeb Wjgcoa  Ferxftxfefvxw`ct
(ICWT#!
Gferfx je T`caoer`xjts or Cebcoeo Vec|fxwcrs Tvxbvf Vec|fxwcrs
 (CVTVC#!
 Nfaafs Wg`jja jl Hvwcefww! Cebcoeo Vec|fxwcrs%
 
 R
@F
I
OWRFX CE
C
 ERFXEORCJEOA
W
RVBCFW CE
T
@CAOER@XJTSOEB
W
JGCOA
F
 ERXFTXFEFVXW@CT
 
8
 EB
G
SGAF
J
GRJHFX 
8442
 
)
 
K
OEVOXS
844<
O
 
 H
 AFEBFB
 OAVF 
 
L
XOIF]JXN JL
R
XVWR
!
 
FTVRORCJE
 
OEB
T
OXREFXW@CTW
C
E
R
@F
T
@OXIOGFVRCGOA
C
EBVWRXS
;R
@F
G
OWF JL
 I 
 ORXCGJAF B
–O
 XMFERJ
 
Ioxgj Wtobo
inoroeoDmioca%gji
Ohwrxogr
Ce r`f aowr bfgobfw! r`f
jxr`jbjp r`xff)wfgrjx 
(c%f% mj|fxeifer! hvwcefww! eje txjlcr#
 tfxgftrcje
jl gjerfitjxoxs wjgcfrs wffiw rj hf vebfx wcfmf% R`fxfljxf! o ef} r`fjxfrcgoa lxoif}jxn cw xfqvcxfbrj logf r`f ef} g`oaafemfw oeb r`f ef} g`oegfw taogfb hs r`fwf rxfebw%Ow o iorrfx jl logr! }f goeejr gjercevf rj wtacr vt r`f taosfxw ce r`f moif ) oeb r`f |oavf r`fs txjbvgf ) cerj wftoxorfb wcajw%
\oavf cw eje)bc|cwchaf; cr hafebw! lxji jef ljxi rj oejr`fx 
%
 Fgjejicg\oavf
gjercevjvwas
hafebw
}cr` r`f
Wjgcoa \oavf
}cr`ce r`f lxoif}jxn txj|cbfb hs r`f
 Hafebfb \oavf Txjtjwcrcje
(H\T#% @fegf! oaa r`f taosfxw ‗ }`fr`fx mj|fxeifer! hvwcefww jx ejetxjlcr ) oxfmfefxorcem r`f woif
hafebfb 
|oavf%Mc|fe wvg` o
qvoervi afot
ce jvx tfxgftrcjew jl xfoacrs! r`cw totfx cw ljgvwcem je toxrefxw`ctxfaorcjew`ctw oijem wf|fxoa bcllfxfer taosfxw ce r`f t`oxiogfvrcgoa cebvwrxs;
hvwcefww)rj)hvwcefww toxrefxw`ctw(h8h#! hvwcefww)rj)ejetxjlcr toxrefxw`ctw(h8e#
oeb
hvwcefww)rj)mj|fxeifer  toxrefxw`ctw(h8m#
% Lvxr`fxijxf! oe oeoaswcw jl toxrefxw`ctw– bseoicgw oijem r`f bcllfxfer toxrefxw!}caa hf gjebvgrfb% Ce r`cw xfmoxb! o moif r`fjxfrcg ottxjog`! eoifas
R`f Rxvwr Moif
! ios txj|cbfoe cerfxfwrcem lxoif}jxn hjr` ce r`f gjerfpr jl 
celcecrfas xftforfb moifw
oeb
jef)w`jr cerfxogrcjew
  hfr}ffe r`f r}j toxrefxw*taosfxw % Ef|fxr`fafww! r`cw ottxjog` bfijewrxorfw crw acicrw ow o wjveb r`fjxs jl gj)jtfxorcje% R`fxfljxf!mjcem hfsjeb moif r`fjxs! r`f gjegftrw jl ‑rxvwr’ oeb ‑xftvrorcje’ oxf gjewcbfxfb! ljxioac{fb oebcerfmxorfb cerj oe oarfxeorc|f tfxwtfgrc|f% R`fwf
ceroemchaf |oavfw
oxf gxvgcoa rj logcacrorf r`f
 wrxorfmcg
!
jxmoec{orcjeoa 
oeb
gvarvxoa lcr 
}cr`ce h8h toxrefxw`ctw (f%m%
 Fac Acaas
oeb crw hcjrfg` toxrefxw#! h8e (f%m%
 Tlc{fx Ceg
% oeb
Gaoxn Ljveborcje
# oeb h8m toxrefxw`ctw (f%m%
 Tlc{fx Croaco
oebr`f
 Owwfwwjxorj oaaf Tjacrcg`f Wjgcoac f Txjij{cjef bfaao Woavrf! Gjivef bc Xjio
#%

Activity (3)

You've already reviewed this. Edit your review.
1 thousand reads
1 hundred reads
vinfalco liked this

You're Reading a Free Preview

Download
/*********** DO NOT ALTER ANYTHING BELOW THIS LINE ! ************/ var s_code=s.t();if(s_code)document.write(s_code)//-->