Diversity of Normative Vocabularies: The Pharmaceutical Industry

From "Choosing Normative Vocabularies for the 21st Century Corporation"
Presented by Chris MacDonald (Saint Mary's University) and Wayne Norman (Duke University)
at ICCA's 2nd International Conference on Globalization and the Good Corporation (June 26 - 28, 2007)


Here are screen-shots taken from the websites of various pharmaceutical companies during June, 2007, with key normative terms circled to highlight the huge range of terms used.

GlaxoSmithKline (www.gsk.com) talks about Responsibility...


Johnson & Johnson (www.jnj.com) talks about Social Responsibility...

Merck (www.merck.com/) talks about Corporate Responsibility...


Pfizer (www.pfizer.com) talks about Corporate Citizenship...


Bayer (www.bayer.com) talks about Sustainability & Commitment...


Abbott (www.abbott.com) talks about Global Citizenship...


Bioniche (www.bioniche.com) talks about Vision and Values...


Huntingdon (www.huntingdon.com) talks about Ethics...


(This survey is of course far from exhaustive. But it does display the huge range of normative vocabularies used even within a single industry.)