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Is context important in healthcare marketing?: A comparison between developed and emerging markets
University of Gävle, Faculty of Education and Business Studies, Department of Business and Economic Studies, Business administration.ORCID iD: 0000-0002-4383-6452
University of Gävle, Faculty of Education and Business Studies, Department of Business and Economic Studies, Business administration.ORCID iD: 0000-0001-9080-2629
2018 (English)In: IMP ASIA - The eight meeting of the IMP Group in Asia / [ed] Peter J. Batt, 2018Conference paper, Published paper (Refereed)
Abstract [en]

Context has been discussed in international business relating to marketing. We argue that understanding context is important in healthcare marketing as it deals with a complex issue of human health and comfort. This paper explores how service providers confront with contextual complexity and deal with marketing of healthcare services in developed and emerging markets. Four case studies have been conducted on a Swedish multinational firm operating in two developed and two emerging markets. By applying a qualitative method, data was collected through interviews, observations and secondary materials like annual reports and firm documents. A theoretical framework based on context, trust and network has been used to conduct the study. Operations in both developed and emerging markets emphasized individual and organizational trust but country level trust was only recognized in the emerging markets. In the developed market, the local customers emphasized on the written agreements. In contrast, emerging market customers put emphasis on informal relationship and considered agreements more as guidelines. Network development was highlighted in both developed and emerging markets to get competence and access to right partners.

Place, publisher, year, edition, pages
2018.
National Category
Business Administration
Identifiers
URN: urn:nbn:se:hig:diva-29535OAI: oai:DiVA.org:hig-29535DiVA, id: diva2:1313568
Conference
The 8th meeting of the IMP Group in Asia and 34th meeting of IMP Group 'Networks in Context', 2nd-5th December 2018, Negombo, Sri Lanka,
Available from: 2019-05-03 Created: 2019-05-03 Last updated: 2019-08-08Bibliographically approved

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Hyder, Akmal S.Fregidou-Malama, Maria

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CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • harvard-cite-them-right
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • sv-SE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • de-DE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf