Values of Companies Operating in the Pharmaceutical Market: Orientation Directions

In this study, the authors seek an answer to the following problematic question: what are the values of the companies operating in the pharmaceutical market and how are they oriented: inward, that is, economic indicators of the company, or outward, where are the benefits of the social context highlighted? Therefore, the purpose of this study is the identification of values of companies operating in the pharmaceutical market, establishing the most frequently published/congruent values, and grouping them according to the chosen classification, to distinguish directions of value orientation. For the purposes of this study, 50 largest pharmaceutical companies operating in the Lithuanian market, generating 80% of all money circulating in the Lithuanian pharmaceutical sector, were selected. After analyzing the websites of the 50 largest companies, 30 of them were selected for further analysis. This study proposes a different approach when after highlighting value groups of pharmaceutical companies, attention is drawn to the directions of declared values. This helps to answer questions about which values are oriented to internal processes of companies and benefits they bring to the organization and which ones, to external entities. Such separation can serve, seeking to more precisely highlight value preferences of organizations in the information flow on their web pages.