Pfizer: Environmental and Business Benefits of Green Chemistry
(11 pages of text)
This case focuses on Pfizer, the largest research-based pharmaceutical company globally with sales of over $51 billion and operations in 175 countries in 2013. It introduces students to the field of green chemistry and discusses the business and environmental effects of such a strategy. While Pfizer has measured the benefits of green chemistry, communicating these externally has been challenging. In addition, manufacturers of generic drugs largely have not embraced green chemistry. As the first lead of Pfizer’s Green Chemistry team, the first of its kind in the industry, how will you prepare for a meeting with your team’s steering team to address progress and new initiatives? You will have to understand the complex market by, for example, identifying key drivers for other pharmaceutical companies, including generics, for adopting green chemistry. How should Pfizer communicate the impact of its sustainability efforts, including “greener” drugs, to the public?
This case is appropriate for undergraduate, graduate, MBA and executive students who are being introduced to sustainability, including areas such as green product development and branding. It can also be incorporated into a class on customer relations, marketing or corporate social responsibility. Its main objectives include the following:
- Introduce students to the concept of green chemistry.
- Help students understand the drivers for adopting green chemistry — both regulatory and non-regulatory.
- Help students develop the case for an environmental strategy, including the value of intangibles such as reputation, license to operate, stakeholder relations and recruitment, among others.
- Learn to identify opportunities to reduce resource consumption and meet consumer demand for greener products.
Health Care Services
United States, Large, 2014
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