Work

Creating the “Desired Mindset”: Philip Morris's Efforts to Improve Its Corporate Image Among Women

Year: 2009

Type: article

Abstract: Through analysis of tobacco company documents, we explored how and why Philip Morris sought to enhance its corporate image among American women. Philip Morris regarded women as an influential political group. To improve its image among women, while keeping tobacco off their organizational agendas, the company sponsored women's groups and programs. It also sought to appeal to women it defined as "active moms" by advertising its commitment to domestic violence victims. It was more successful in securing women's organizations as allies than active moms. Increasing tobacco's visibility as a global women's health issue may require addressing industry influence.

Source: Women & Health

DOI: 10.1080/03630240903238800

Authors: Patricia A. McDaniel, Ruth E. Malone

Institution: University of California, San Francisco

Language: English

Topic: Global Public Health Policies and Epidemiology

Subfield: Organizational Behavior and Human Resource Management

Field: Business, Management and Accounting

Domain: Social Sciences

SDG: Gender equality

Open Access status: green

Funder: National Cancer Institute