| Summary: | 碩士 === 銘傳大學 === 傳播管理研究所碩士在職專班 === 94 === “Crisis” is a concept. It is also a description of the situation when certain types of state exist or when certain types of event are taking place. With the development of the medical sector in Taiwan, Taiwan’s citizens are, on average, taking far more medicine than they used to take in the past. However, if people are careless in the way they use medicines, problems can result. This study examines the decision-making process that pharmaceutical suppliers use when dealing with a crisis and how they develop strategies for crisis management.
The study employs a three-stage survey. First, a review of the literature is implemented to identify the criteria that govern the selection of crisis management strategies. Analysis of the relative importance of these strategies is undertaken to identify those criteria with discriminatory power, thereby making it possible to establish a hierarchy of crisis management decision-making selection strategies. This hierarchy contains the following levels: “nature of the crisis”, “nature of the social environment”, “emergency measures”, and “managerial behavior”. In the third stage of the survey, a questionnaire is administered to key decision-makers at pharmaceutical suppliers. Three strategies are developed: “establishment of a comprehensive crisis communication system”, “crisis event management”, and “management of people involved in the crisis”. Paired comparison and the fuzzy Delphi method are used to decide on the weightings for key factors, and the fuzzy MCDM method is then used for optimum strategy selection. The following recommended order for crisis management strategy selection is obtained: first, “management of people involved in the crisis”, then, “establishment of a comprehensive crisis communication system”, with “crisis event management” coming last.
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