Joseph B. Mosca

DTC pharmaceutical advertising: the debate’s not over

Direct‐to‐consumer (DTC) advertising of prescription drugs is no longer the novel experiment it was during the late 1980s. Liberalization of the Food and Drug Administration regulations in the USA, combined with a substantial body of evidence that DTC advertising is a stimulus to consumer purchasing behavior, has resulted in DTC advertising becoming a standard component of every major drug company’s marketing plan. Research since the late 1980s has compared consumers’ perceptions of DTC ads with the perceptions of physicians. While the studies are methodologically diverse, the results have been directionally consistent. In general, consumers have positive attitudes toward DTC advertising, viewing it as a valuable educational resource that helps them become more involved in their health care. A significant proportion of DTC readers claim to have acted directly on the message by talking to their doctor about the advertised brand. Consumers report that they are more likely to take prescribed medication and/or get their prescriptions filled when prompted by DTC advertising. Physicians, however, have been far less enthusiastic about DTC advertising, with majorities expressing the wish that it be decreased, or discontinued altogether. In most studies, only small minorities of physicians believed that it contributed in a positive way to the doctor‐patient relationship. In certain specialties, notably internal medicine and family practice, approval rates were below the norm. We relate problems identified in advertising communication research to applications of DTC pharmaceutical advertising, and identify specific issues in need of further research. Notably, gaining an improved understanding of how well consumers comprehend DTC advertising messages, and which copy elements hinder comprehension, can help the industry to better educate consumers, facilitate improved ad campaign recognition, brand recall and message association, and help promote more constructive, and less confrontational, doctor‐patient relationships.

Mentoring relationships and interpersonal orientation

This exploratory study provides information on the interpersonal orientation of CPA firm professionals, which augments our knowledge of personality types. The study of Big Six audit personnel used the FIRO‐B measure of interpersonal orientation and found that the average social index indicator (SII) of overall interpersonal needs was lower than the national average and higher than prior studies taken of undergraduate accounting and business students. In contrast to most prior studies, we found gender differences in interpersonal orientation. Having a mentor can enhance work effectiveness and increase opportunities for personal success. Mentor relationships vary in intensity and duration as to the type of support. Interpersonal factors are likely to influence the path of a relationship. We found that the number of strong support relationships is usually higher at the manager level, as compared with the senior level. Interpersonal orientation as measured by the FIRO‐B score was positively correlated with both receiving and providing support relationships.

Grounded Learning: Breathing Life Into Business Education

Abstract A quasi-experiment demonstrates the efficacy of grounded learning in a case-based course application. Over 3 semesters, 75 graduate students attended traditional text-case classes, while 75 others attended grounded-case classes. Students in the grounded classes reported higher levels of involvement, motivation, and learning and produced both higher course grades and more professional written products.

The role of mentoring professional accountants: a global perspective

Summarizes the literature on mentoring and its effects, pointing out that little research has been done on international mentoring despite globalization. Considers how mentoring could be used to help accountants make international assignments into successful learning experiences and to cope with the culture shock they often report. Discusses the possible role of the mentor before, during and after the assignment, highlighting the critical factors during the process; and compares horizontal and vertical approaches. Urges accounting firms to use mentoring to improve international performance and as a basis for organizational learning in a global environment.

Conflict resolution and mediation

Analyses a conflict resolution and mediation programme at Monmouth University, the main objective of which was to facilitate a campus‐wide climate of collaborative learning and develop a new cultural ethic. Suggests that the programme has been a success, with it being used in several campus divisions such as residential life and student services. Outlines barriers to be overcome and lessons to be learned.

Book Review: Leadership Your Way: Play the Hand You're Dealt...and Win Kim H. Krisco Alexandria, Virginia: Miles River Press, 1995, 169 pp.

James McGregor Burns (1978) describes leadership as &dquo;One of the most observed and least understood phenomena on earth.&dquo; Frequently, the distinction between managers and leaders is confused. Appointed managers have the power to reward and punish. Their ability to influence is based on the formal authority that is part of their job responsibilities. Leaders can influence employees to perform beyond the actions dictated by their formal authority.