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Multilevel trust in international marketing of healthcare services: A five-country comparative study
Högskolan i Gävle, Akademin för utbildning och ekonomi, Avdelningen för ekonomi, Företagsekonomi.ORCID-id: 0000-0001-9080-2629
Högskolan i Gävle, Akademin för utbildning och ekonomi, Avdelningen för ekonomi, Företagsekonomi.ORCID-id: 0000-0002-4383-6452
2021 (engelsk)Inngår i: International Business Review, ISSN 0969-5931, E-ISSN 1873-6149, Vol. 30, nr 6, artikkel-id 101895Artikkel i tidsskrift (Fagfellevurdert) 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. 

sted, utgiver, år, opplag, sider
Elsevier , 2021. Vol. 30, nr 6, artikkel-id 101895
Emneord [en]
Brazil, China, COO, Hong Kong, Marketing strategy, Multilevel trust, Philippines, Russia, Sweden
HSV kategori
Identifikatorer
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
Tilgjengelig fra: 2021-08-19 Laget: 2021-08-19 Sist oppdatert: 2023-03-08bibliografisk kontrollert

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Fregidou-Malama, MariaHyder, Akmal S

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