Dissertation: Corporate Citizenship of Pharmaceutical Multinationals in Emerging Markets: A Study of HPV Vaccination in India

Half a million women die each year of cervical cancer (Dabash, Vajpayee , & Jacob , 2005). Human papillomavirus, also called HPV, is the most common sexually transmitted infection. It is transmitted through genital and sexual contact and almost all cervical cancer is caused by HPV (C.D.C., 2012). One fifth of the global burden of the disease is in India with approximately 130,000 new cases each year (Dabash, Vajpayee , & Jacob , 2005) and about 73,000 women die of cervical cancer annually, the primary cause of death in women (W.H.O., 2010). In Europe, new stakeholders have appeared with HPV vaccination such as: scientific societies, Civil Society Organizations (CSOs), cancer leagues, women’s associations and patient groups (Laurent-Ledru, Thomson, & Monsenegro, 2010). The public’s main source of information about the disease and vaccination has mainly been through online medical websites. In response to this trend, there has been an evolution in healthcare where the patient makes the choice for himself (Laurent-Ledru, Thomson, & Monsenegro, 2010). Also, the newer avenues for information dissemination provided by social media outlets like YouTube, Blogger, Facebook and Twitter have a tremendous potential for delivering information and in some cases have led to the increased empowerment of the public and civil society (Laurent-Ledru, Thomson, & Monsenegro, 2010).