Purpose

This study aims to contribute to international doctrine by testing how environmental social governance (ESG) pillars can affect marketing performance in the pharmaceutical industry.

Design/methodology/approach

The authors follow a pioneering approach, using a fuzzy-set qualitative comparative analysis and data from the largest European listed companies belonging to the pharmaceutical industry in 2019. Specifically, the authors contribute to international doctrine by testing how ESG pillars can affect marketing performance by presenting two configurational paths that may help to clarify not only the individual role of the pillars but also how their interrelationships predict marketing performance.

Findings

The results identify two different causal configurations that lead to higher marketing performance. These configurations allow us to think more carefully about the role of ESG pillars in the pharmaceutical sector. These results could help managers reflect upon and justify their choice to invest in specific ESG pillars, highlighting the importance of the governance pillar.

Originality/value

To the best of the authors’ knowledge, this study is the first to use configurational analysis to investigate combinations of ESG pillars that lead firms to achieve higher levels of marketing performance.

中文翻译：

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ESG支柱如何影响公司的营销绩效？制药行业的配置分析

目的

本研究旨在通过测试环境社会治理（ESG）支柱如何影响制药行业的营销绩效来为国际学说做出贡献。

设计/方法/方法

作者采用开拓性方法，使用模糊集定性比较分析和来自2019年属于制药行业的欧洲最大上市公司的数据。具体而言，作者通过测试ESG支柱如何影响营销绩效，为国际主义做出了贡献两条配置路径可能不仅有助于阐明支柱的各个角色，而且有助于阐明它们之间的相互关系如何预测营销绩效。

发现

结果确定了两种不同的因果配置，这些配置可以导致更高的营销绩效。这些配置使我们可以更仔细地思考ESG支柱在制药领域的作用。这些结果可以帮助管理者反思并证明其选择投资于特定的ESG支柱的重要性，从而凸显治理支柱的重要性。

创意/价值

据作者所知，该研究是第一个使用配置分析来研究ESG支柱组合的方法，这些组合导致公司实现更高水平的营销业绩。