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The chapter addresses the use of corporate social responsibility (CSR) as an indicator of social change and progress towards sustainability by analysing how stakeholders shift their CSR perceptions in different economic conjunctures between visions that are closer to communication or to governance as structures of network interaction. A matrix is presented that defines four models of CSR perception by integrating theoretical approaches of CSR framed by market or by society, by communication or by governance. Stakeholders’ perceptions are then positioned in the matrix through qualitative analysis of the diverse definitions, constructions and positions with respect to CSR made and adopted by corporate agents, social stakeholders and communicators in their discourses. The study proves that changes in how actors perceive and explain self-governed CSR do not depend so much on economic factors as on the networks of stakeholder interaction through communication and governance. Mapping CSR stakeholders’ perceptions indicates changes and limiting actors, but is not enough to isolate the triggers of those changes. The maps provide a starting point for further exploration of (de)politicization, framing, and understanding of CSR communication and governance, and for the analysis of the limitations of the current model of CSR self-governance. The theoretical approach and methodology provide a framework that integrates communication and governance as relational structures of network interaction in CSR.

Reports the design, fabrication and packaging of a micromachined silicon/Pyrex based chip for the polymerase chain reaction (PCR). The anodic bonding method is used for sealing the chambers of 1μl volume with a Pyrex glass wafer. Platinum resistors on the back of the wafer are used as heaters and temperature sensors. The chip is externally cooled by forced air to achieve rapid temperature cycling. The transparency of the Pyrex makes it possible for using optical readout methods. The packaging is especially designed for easy handling, filling, power connection, temperature regulation and optical readout. The mass production of such silicon reactors could make single‐shot throwaway devices economically viable.

This paper attempts to cover the thermal processes in syntactic metal foams. Regularshaped cubic closed‐cell structures with spherical pores are investigated by means of the finite element method. Based on the numerical modelling of the microstructure, the effective macroscopic thermal properties are evaluated. Different relative densities (0.95 ‐ 0.5) and different base materials (aluminium and iron) are considered. Furthermore, the influence of the geometry, i.e. spherical ‐ cubical for 3D and circular ‐ rectangular for 2D models, is investigated. The focus is on such cellular materials where the transport of heat is dominated by solid conduction and thermal radiation; contributions from gaseous conduction and convection are neglected.

The simulation of coupled dopant diffusion in silicon is becoming increasingly important in integrated circuit technology, as device dimensions are reduced and efforts are made to reduce process complexity. Thus a need exists for accurate simulation over a wide range of diffusion conditions, based on necessity on well tested, predictive physical models.

The purpose of this paper is to assess the state of the art in social media and pharmaceutical marketing through empirical analysis of online consumer conversations. Proliferation of social media has significantly changed traditional one-way, marketing-controlled communications. Balance of power has shifted to consumers, who use social networking sites, blogs and forums to obtain extensive brand and product information, often from each other. This prompts companies towards more intimate, transparent and constant two-way consumer engagement. Pharmaceutical marketing and direct to consumer advertising (DTCA) are not immune to this pervasive, disruptive cultural/technological phenomenon, which poses particular challenges given regulatory, legal and ethical constraints on their marketing.

This research uses “netnographic” data collection of online conversations occurring in social media and develops an explanatory framework using grounded theory analytical methods.

This research shows that significantly impactful and pervasive bonding among consumers, bloggers and unofficial “experts” about pharmaceutical offerings is widespread, and occurs regardless (and perhaps in spite of) pharmaceutical companies’ involvement.

Considering the structure and nature of online consumer bonding, a way forward is proposed for pharmaceutical companies to implement social media strategies as part of their pharmaceutical marketing and DTCA efforts through an intermediary and interactive online presence arising from disease and health care education.

This paper aims to investigate older consumers' perceptions of the effects of direct‐to‐consumer advertising (DTCA), their views on the amount and type of information that should be provided, and their understanding of information typically contained.

Participants were 97 adult members of a social/education group, aged 55 to 87, who completed a questionnaire during the group's usual weekly meeting. There were four versions of the questionnaire; two types of medication (arthritis versus diabetes) and two ad formats (short versus long).

There was little difference between the versions in the accuracy of participants' recall of key pieces of information, suggesting that providing additional information may convey little additional benefit. Participants reported limited perceived benefits of DTCA, and expressed concern that DTCA may cause people to ask their doctor for inappropriate medicines, rely more on medicines to solve their health, and become more confused.

This study suggests that there is a need to consider consumers' perceptions of benefits and costs of DTCA when deciding whether to introduce it (e.g. in Australia) or remove it (e.g. New Zealand). Further, at least for older consumers, providing large quantities of information may increase cognitive demands without producing additional benefits.

The majority of previous studies of DTCA have used either student samples (with manipulated salience of information) or general population surveys. This study utilised a sample of older adults, including 55 per cent with arthritis and 13 per cent with diabetes. Further, as this study used US ads with an Australian population, one can be confident that participants' knowledge of the medications was purely from the ads read and not from previous exposure.

This study analyzes the causal effect of education on consumers' cognition and attitudes toward genetically modified (GM) foods.

The authors propose an analytical framework to clarify the role of education levels and education content in the formation of attitudes toward GM foods and utilize education reforms in China as natural experiments to test the theoretical predictions empirically. For education levels, the authors use Compulsory Education Law's implementation to construct the instrument variable. For education content, the authors utilize the revision of the biology textbook in the Eighth Curriculum Reform to implement staggered difference-in-difference estimation. The authors use two national household surveys, the China Genuine Progress indicator Survey (CGPiS) and the China Household Finance Survey (CHFS) of 2017, combined with provincial-level data of education reforms.

The education level, instrumented by the Compulsory Education Law's implementation, has an insignificant effect on consumers' cognition and attitudes toward GM foods, whereas the acquisition of formal education on genetic science, introduced by the Eighth Curriculum Reform, has a statistically significant and positive influence.

This is the first study to investigate the causal effects of education level and content on consumers' cognition and attitude toward GM foods using national representative data. It is also the first to evaluate the long-term effects of the biology textbook reform in China. The findings help open the black box of how education shapes people's preferences and attitudes and highlight the significance of formal biology education in formulating consumers' willingness to accept GM foods.

The role of patient’s characteristics in the prescribing decision of physicians comprises two major constructs: drug request and expectations. The purpose of this paper was to examine the existing literature on patient characteristics and then explore the circumstances that reinforce the connection between patient characteristics (drug requests and expectations) and physician prescribing decision.

A survey of the literature was carried out across online databases from 1994 to 2015, and 25 reviewed articles were identified. The influence of patient factors on physician prescribing decisions was identified in the articles. A conceptual model to investigate the patient characteristics that influence physicians’ prescribing decision was the developed.

There have been numerous studies on the effect of patient characteristics on physician prescription decision. Some studies discovered patient’s request for drug and expectations strongly influence physicians’ prescribing decision, whereas others found only minor or no relation. To resolve this ambiguity, there is a need to precisely understand how patient factors affect prescribing decisions of physicians, under different contexts and conditions. This review contends that contextual variables – drug characteristics, drug cost/benefits ratio and physician habit persistence – are determining factors in this debate.

The study recommends further studies on the influence of each factor on physician prescribing behaviour and an evaluation of the proposed model and moderating variables.

This paper is the first significant step towards recognizing contextual variables that may moderate the relationship between a patient’s drug request and expectations and prescribing behaviour. This research contributes to resolving the debate on the ways patient factors affect prescribing behaviour.

A study of the effect of poling conditions on screen‐printed piezoceramics was undertaken. Printable pastes were produced, using a commercially available lead zirconate titanate (PZT) powder, mixed with two types of binder, lead (II) oxide and a lead borosilicate glass. Sample devices were fabricated using the two paste types and processed, using standard thick film techniques, before being poled under varying conditions. Samples were compared by measurement of piezoelectric charge constant, d₃₃ and using scanning electron microscopy techniques. Temperature and time are shown to increase poling efficiency, while poling field reaches an optimum at 2‐3 MV m^‐1. The PZT layers start to fail through a process of dielectric breakdown at fields of 3.5 MV m^‐1 and above.

The purpose of this paper is to consider the efficiency of US healthcare in an international context. The paper emphasizes the concept of efficiency and explores implications for pharmaceutical marketing.

Literature review, economic theory, secondary data and bivariate regression were used to describe and evaluate US healthcare spending and pharmaceutical marketing.

US healthcare spending is inordinately high as a share of gross domestic product within developed countries and this is associated with a relatively high share of private finance. But public sector finance is displacing private payment and this trend is especially pronounced for pharmaceuticals. Public finance combined with fiscal pressure can be expected to curb use of pharmaceutical detailing and other forms of marketing. The limits of affordability are not well assessed and socio‐economic institutions to facilitate decisions about present and future costs have yet to evolve.

This paper provides a macro perspective for healthcare finance and the marketing of pharmaceuticals. It pioneers analysis of economics and international healthcare systems integrated with the foundations of demand for pharmaceutical marketing.