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TAILORING PHARMACEUTICAL PUBLIC RELATIONS STRATEGIES
TO DIFFERENT MARKETS
A CASE STUDY OF THE LAUNCHING STRATEGIES OF GARDASIL
IN THE U.S. AND CHINA
by
Xuelu Wu
A Thesis Presented to the
FACULTY OF THE USC GRADUATE SCHOOL
UNIVERSITY OF SOUTHERN CALIFORNIA
In Partial Fulfillment of the
Requirements for the Degree
MASTER OF ARTS
(STRATEGIC PUBLIC RELATIONS)
August 2014
Copyright 2014 Xuelu Wu
Object Description
| Title | Tailoring pharmaceutical public relations strategies to different markets: a case study of the launching strategies of Gardasil in the U.S. and China |
| Author | Wu, Xuelu |
| Author email | xueluwu@usc.edu;xuelu_wu@hotmail.com |
| Degree | Master of Arts |
| Document type | Thesis |
| Degree program | Strategic Public Relations |
| School | Annenberg School for Communication |
| Date defended/completed | 2014-05-10 |
| Date submitted | 2014-07-09 |
| Date approved | 2014-07-09 |
| Restricted until | 2014-07-09 |
| Date published | 2014-07-09 |
| Advisor (committee chair) | Swerling, Jerry |
| Advisor (committee member) |
Floto, Jennifer D. Jackson, Laura Min |
| Abstract | This thesis will conduct a comparative study of Merck & Co.’s launches of Gardasil in the U.S. and China. Gardasil is a vaccine for use in the prevention of certain sexually‐transmitted types of human papillomavirus (HPV). It was introduced to the U.S. market in 2006 and is planned to enter Chinese market in 2014. By studying the multinational pharmaceutical company’s different public relations strategies and tactics during the launches in these two countries, the author will shed light on the importance of tailoring PR strategies to different markets. ❧ Audiences in different international markets can vary greatly depending on multiple factors, especially cultural background. China, as a typical emerging market, requires the company to make extra efforts to raise public awareness and deal with government relations due to that country’s cultural and lifestyle differences and inadequate regulations. Merck & Co.’s handling of its Gardasil launches in the U.S. and China will be a good reference for other multinational companies. |
| Keyword | international markets; public relations; Gardasil |
| Language | English |
| Format (imt) | application/pdf |
| Part of collection | University of Southern California dissertations and theses |
| Publisher (of the original version) | University of Southern California |
| Place of publication (of the original version) | Los Angeles, California |
| Publisher (of the digital version) | University of Southern California. Libraries |
| Provenance | Electronically uploaded by the author |
| Type | texts |
| Legacy record ID | usctheses-m |
| Contributing entity | University of Southern California |
| Rights | Wu, Xuelu |
| Physical access | The author retains rights to his/her dissertation, thesis or other graduate work according to U.S. copyright law. Electronic access is being provided by the USC Libraries in agreement with the author, as the original true and official version of the work, but does not grant the reader permission to use the work if the desired use is covered by copyright. It is the author, as rights holder, who must provide use permission if such use is covered by copyright. The original signature page accompanying the original submission of the work to the USC Libraries is retained by the USC Libraries and a copy of it may be obtained by authorized requesters contacting the repository e-mail address given. |
| Repository name | University of Southern California Digital Library |
| Repository address | USC Digital Library, University of Southern California, University Park Campus MC 7002, 106 University Village, Los Angeles, California 90089-7002, USA |
| Repository email | cisadmin@lib.usc.edu |
| Filename | etd-WuXuelu-2639.pdf |
| Archival file | uscthesesreloadpub_Volume14/etd-WuXuelu-2639.pdf |
Description
| Title | Page 1 |
| Repository email | cisadmin@lib.usc.edu |
| Full text | TAILORING PHARMACEUTICAL PUBLIC RELATIONS STRATEGIES TO DIFFERENT MARKETS A CASE STUDY OF THE LAUNCHING STRATEGIES OF GARDASIL IN THE U.S. AND CHINA by Xuelu Wu A Thesis Presented to the FACULTY OF THE USC GRADUATE SCHOOL UNIVERSITY OF SOUTHERN CALIFORNIA In Partial Fulfillment of the Requirements for the Degree MASTER OF ARTS (STRATEGIC PUBLIC RELATIONS) August 2014 Copyright 2014 Xuelu Wu |
