Academic and Professional Skills in Pharmaceutical Industry

This report discusses the importance of academic and professional skills in the pharmaceutical industry, focusing on the case of Purdue Pharma. It explores the impact of unethical behavior on success from various perspectives and provides recommendations to avoid such practices.

Academic and
Professional Skills

EXCUTIVE SUMMARY
This report is based upon the Sacker family which own the pharmaceutical company
which is known as Purdue pharma. They have to face the alligation of manufacturing the highly
addictive opioid OxyContin. In the may 2019 the 1500 cities has sue the Purdue pharma for
misconducting of marketing and sales which deals in highly profitable drugs. They have been
criticised for the using aggressive strategies for promoting their product and also which also
reduces capabilities of the organisation. As the product become high in demand which became
the cause of death individual US. The Attorney general of Lowa , Tom Miller said that there is
lack of evidence which state that the cause of death is due to the Purdue pharma product. As to
become successful in the market is it important for the company to uses ethical practises for
gaining larger market share effectively.

Table of Contents
EXCUTIVE SUMMARY................................................................................................................2
INTRODUCTION...........................................................................................................................4
Can organisation be represented as successful if is not ethical.............................................4
Success in context of shareholders and affected by unethical behaviour ..............................5
Success from the perspective of public confidence and how this is affected by unethical
behaviour ...............................................................................................................................5
Success from the perspective of the board and how this is affected by unethical behaviour 6
What organisation can do to avoid the unethical behaviour in the organisation....................6
RECOMMENDATION...................................................................................................................8
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
Academic and professional skills are required for business to develop the positive attitude
towards the organisation as well as towards the consumer (Jaakkola 2019). In the present
business scenario the business and management are expected to have wider range of skills. So in
order to create goodwill in the market it is important to have better professional and academic
skills for competing in this business world. There must be proper use of ethical practises in the
organisation as consumer have become more aware about the product and the services. This
report is taken under the consideration of The Sacker Family which deals in Pharmaceutical
company Known as Purdue Pharma. The many cities have banned there product as it leads
towards death due to overdose. The company had mislead the consumers for their own benefits.
Along with this company have bad reputation for aggressive selling their product and also using
manipulative strategies for making profit. In the year 1990 Oxytocin was launched which
become the most prescribed drugs in the U.S. Market because it was highly addictive for the
usage. General attorney of the Lowa stated that Purdue Pharma was making drugs which were
highly addictive and leads to death of the people. But there were lack of evidence which prove
that OxyContin was the major cause of death. Along with this, aim of the report is to analysis
whether the company can be successful without using ethical practises .
TASK 1
Analysis:
Can organisation be represented as successful if is not ethical
In the modern business scenario it become more essential for the organisation to have
ethical practises which must be implemented for providing better services to the consumers
(Comer and Shelton 2019). Beside this it is essential to provide proper information regarding the
product to the consumers with the help of proper advertisement as it is a part of ethical practises.
This report is about Pharmaceutical company known as Purdue Pharma which prepare highly
addictive pain killer QxyContin that include high level of medicine which was the major cause of
death in US. On the other hand the organisation was providing wrong information by saying that
they are providing hope in the bottle. For creating brand image in the minds of customers it is
important to follow all the rules and regulation as per the medicine law for facilitating the
consumers with proper product and service. In the context of Purdue Pharma it is important for

the management to have ethical practises which help in generating brand image as well as
goodwill in the market.
Success in context of shareholders and affected by unethical behaviour
As people are seeking more and more ethical companies because they need those kind of
organisation on which they can trust. In the context of Purdue Pharma they were misleading the
consumer by providing unfair medicine which leads towards the unethical practises. Firm can be
nothing without its shareholders and investors so it become essential for the organisation to
operate business with proper ethics. It is common when growth is decline and as they encounter
with the unethical activities for the organisation. For the case of Purdue Pharma it is important
provide quality prescription to the patients for curing their diseases rather than making them
more ill or addictive.
The Pharmaceutical company plays an vital role in development of economy of the
country as they have huge market base. For this sector it is important to follow as the effective
way as they deal with health problems of the consumers. Purdue pharma have highly invest in
the research and development programme which help in maintaining the quality and drugs.
Purdue Pharma, OxyContin become one of the largest drug company in the US and they capture
the large market share by doing aggressive marketing strategies. It has been identified that
without using ethical practises company cannot survive and become successful in the future. As
we can see that Purdue pharma was agreed to pay 270 million for settling down the case. As this
kind of practises lead Purdue pharma in bankruptcy and loss.
Success from the perspective of public confidence and how this is affected by unethical
behaviour
In an organisation, customers are regard as an important element as it help them to attain
sustainable growth and development in an effective way. However, the aspect of satisfying their
need and demand plays a critical role over company's manger. In context of Purdue Pharma, its
superior undergoes with various difficulties which imposed negative impact over their brand
image among competitors. The foremost reason for such issues is that company fails to adhere
towards government policies or guideline in terms of rendering its services to customers. The
another problem was Purdue Pharma adopt best marketing strategy but they fails to process it in
an organised or systematic manner. Due to such activity, the targeted customer of Purdue Pharma
got negative response about firm's brand image and it influenced company's potentiality in

obtaining profit maximisation. The another claim which has been identified from the Purdue
Pharma is that they render wrong medicine and overdose drugs which effected consumers helath
by consuming those drugs. Henceforth, Purdue Pharma make an effort to take corrective course
of action so that they can easily overcome the aspects of unethical behaviour. The primal
measure which Purdue Pharma can acquire is that they can provide proper training and
development program to each manpower in context of handling different kinds of medicines
doses. With the help of such initiation, Purdue Pharma can retain its existing customer and alsop
can attract new consumers towards the brand in an impressive or creative style.
Success from the perspective of the board and how this is affected by unethical behaviour
An impressive success of an establishment are not only analysed by ascertaining or
estimating their sales performance rather it also involves following the policies, regulation or
rules within their functional unit. In company, board of directors' are viewed as those group of
individuals who are obliged to monitor, govern, control and measure the performance of
employees with an intent of attaining improved level of success within competing marketplace.
Moreover, they also responsible for implementing best strategic decision for obtaining
sustainable growth and development. In regard of Purdue Phrama, they earned a billions of
revenue but still in around 1500 cities, they are banned by government to deliver their product or
consumers. The main rationale behind this was they did not comply with legislation or laws of
each geographical region. Due to this, US filed lawsuit against Purdue Phrama. Therefore,
Board of directors of Purdue Phrama must take proper action so that they regain their brand
value and can place the same in a aggressive and competitive position.
What organisation can do to avoid the unethical behaviour in the organisation
Unethical behaviour leads towards the unhealthy environment and also slow down the
performance of the organisation. For the firm like Purdue Pharma it is important to for the
management to make sure that employees as well as manager review the company policies which
regarding all the rules and regulations along with the hostile workplace. The management also
make sure that these kind of rules and polices must be share and discussed freely which reduces
the unethical activities from the company. Manager of Purdue pharma must do routine check ups
and make sure that all the employees and superiors are following all the polices for making
drugs.

In order to avoid the unethical behaviour the organisation Purdue Pharma must ensure
that there must discussion on ethical and also tell the advantaged to the employees so that proper
action can be taken. Beside this it is essential for the manager to conduct the session on ethical
behaviour which motivate employees as well as organisation to minimize the use of unethical
activities and it help in generating a sense of understanding in the minds of employees. There are
some cases where firm usually charge high price as they build up the brand image in the minds
of the customers. In this case, Purdue Pharma can charge fair prices along with the proper
prescription given by the organisation. Here are some practises which should be used by the
organisation to avoid the unethical practises are stated down below:
Create Policies and Practices: It is important for the organisation to develop and
research the polices which help in defining, identifying the ethics violations (Brookes 2019,).
Organisation like Purdue Pharma it is important for the management to develop new polices for
improving the performance and as well as reducing the risk of uncertainty. The polices which are
used in the organisation are often mis used and manipulated by the employees so there should be
proper checks and routine feedback should be taken from the employees for reducing the
activities of unethical practises
Build culture of integrity: Person have desire to get along with the things even they
know that individual is wrong or correct. Some time employees do not admit for doing unethical
practises. So it become crucial for the organisation like Purdue pharma to have diligently built an
ethics as well as compliance programme which help in developing responsibility towards the
society and also help in developing the awareness about the impact of unethical practises which
are caused by the organisation.
Promote the value: Most of the organisation use the word honesty and integrity but
refuses the make in use in business activities. Hence it is important to have various kind of
ethical practises which should be use making medicines for the final users. For the company like
Purdue pharma, managers must make sure that they use ethical practises as well as promote in
the organisation which help employees to follow the footsteps their superior. An unethical
management are not likely to inspire or motivate employees.
Provide ethical training: Employees can not be blame for unethical practise or actions.
Everyone have different personality and they must be guided at the beginning in order to reduce
the unethical practises in the organisation. In the context of Purdue pharma it is essential for the

organisation to have proper sessions on the ethic and make sure that each and every employees
must attain these sessions for growth as well as expansion of individual. Along with this they
must be trained how to not to use unethical behaviour in the organisation as well as outside.
RECOMMENDATION
This is recommended to the organisation that they must avoid unethical practises because
it help in creating negative impact on the minds of the customers. Company like Purdue Pharma
cannot achieve success until and unless they are not using the proper way for serving their
respective customers. Firm must follow all the rules and regulation of pharmaceutical industry
which help in assisting better quality services to the consumers. However the firm is focusing on
the aggressive marketing rather than understanding the market which bring them down in loss.
So to avoid such kind of activities management must provide better services with using ethical
practises. Firm must use guidelines which help them to reduce the unethical practises as well
uncertainty present in the market. The main aspect which has been consider from the above
analyses are as follows:
 The main recommendation to the company is to create code of conduct which provide
employees as well as managers with the overview of the type of behaviour which firm
expects (Bowen-Chang and Hosein 2019). It also help to draw outline for employees
under which they have to perform the activities which reduces the risks of unethical
practises. In case the employees violates the code firm have the right to terminate or fire
the individual from the organisation.
 The second recommendation to the organisation is that management must ensure that
employees are appreciated on their hard work. A loyal employees are likely to act
unethically and hard to find. So it become important for the organisation to provide
appreciation because it help in motivating the employees to achieve organisational goal
effectively.
 Another recommendation to the Purdue pharma is to create the system of check and
balance rather than putting responsibility in the hands of the employees. Along with this
organisation must use annual meetings and audits to verify the establish procedure are
followed on time as well as help in developing new polices to address the unique
situation which arise during the years.

CONCLUSION
From the above mentioned report it has been concluded that the academic and
professional skills are required to gain success in the business environment (AlAwadhi and Al-
Daihani 2019). Along with this it is essential for the company to make use of ethical practises in
order to goodwill as well as brand image in the market. Beside this pharmaceutical organisation
must use transparency and follow all rules to minimize the cost for company. There various tools
and techniques to avoid the unethical practises such as providing training and taking session
regrading the ethical behaviour which leads towards advancement and growth. As customer are
become more aware of their rights it is important for the company to use ethics in the business
for growth and expansion. So in this scenario it is important to have use best practises for
facilitating the consumer with quality product as this help organisation to create goodwill in the
market.

REFERENCES
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