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First to Market: Issue Management Pacesetters and the Pharmaceutical Industry Response to AIDS in Africa

Institutional and resource dependency theories are used to develop a conceptual framework that describes how an “issue pacesetter” affects corporate issue management. The pacesetter model is developed in the following steps: changed stakeholder expectations, pacesetter emergence, heightened attention and pressure, decision making under pressure, and implementation and compliance. The model is then applied to analyze the confrontation between the mainline pharmaceutical industry and AIDS activists and stakeholders over access to AIDS medications in Africa. Analysis of this confrontation demonstrates that issue pacesetters increased the effectiveness of stakeholders in placing institutional pressure on the pharmaceutical industry and contributed to the industry changing its regulations regarding access to AIDS drugs.