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Multilevel trust in international marketing of healthcare services: A five-country comparative study
University of Gävle, Faculty of Education and Business Studies, Department of Business and Economic Studies, Business administration.ORCID iD: 0000-0001-9080-2629
University of Gävle, Faculty of Education and Business Studies, Department of Business and Economic Studies, Business administration.ORCID iD: 0000-0002-4383-6452
2021 (English)In: International Business Review, ISSN 0969-5931, E-ISSN 1873-6149, Vol. 30, no 6, article id 101895Article in journal (Refereed) Published
Abstract [en]

Purpose: This research aims to increase understanding on how multilevel trust is developed as well as how trust levels are interconnected and influence international marketing strategy for healthcare services. Design/Methodology/Approach: A comparative case study approach was applied with Elekta, a Swedish firm, operating in Brazil, the Philippines, China, Russia, and Hong Kong. Findings: The research culminated in a multilevel trust (MLT) model comprised of three levels relating to individuals, company performance, and context. Research implications/limitations: This study offers a context-based multilevel trust model from a process perspective focusing on healthcare. This model can be tested in other service sectors. Practical implications: Managers should consider multilevel trust to boost relationships and achieve local acceptance. Originality/Value: This research contributes to trust theory by constructing a context-based multilevel trust model for international healthcare marketing. 

Place, publisher, year, edition, pages
Elsevier , 2021. Vol. 30, no 6, article id 101895
Keywords [en]
Brazil, China, COO, Hong Kong, Marketing strategy, Multilevel trust, Philippines, Russia, Sweden
National Category
Economics and Business
Identifiers
URN: urn:nbn:se:hig:diva-36910DOI: 10.1016/j.ibusrev.2021.101895ISI: 000702868900004Scopus ID: 2-s2.0-85109434405OAI: oai:DiVA.org:hig-36910DiVA, id: diva2:1586254
Available from: 2021-08-19 Created: 2021-08-19 Last updated: 2023-03-08Bibliographically approved

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Fregidou-Malama, MariaHyder, Akmal S

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