Health services marketing in India: the relevance of the cultural context
2016 (English)In: IMP ASIA in Africa: Book of Abstracts / [ed] Peter J. Batt, Industrial Marketing and Purchasing Group , 2016, 22- p.Conference paper, Abstract (Refereed)
This research analyzes how culture impacts on the international marketing strategy of a Swedish health service provider in India. It examines how confidence in the market is achieved to establish and maintain trust and relationships, which influence the level of standardization and adaption in the market. A case study was conducted and an inductive qualitative research method applied. Data have been collected in the form of semi-structured interviews, direct observation and company documents. We found that the cultural dimensions of power distance, individualism/collectivism and masculinity and femininity imact on trust development, relationships and standardization and adaptation. The study highlights the importance of the cultural context in marketing health services. It reveals that respect for the human face and social responsibility in regional development are required to cultivate relationships and to develop trust and networks. The research contributes to international services marketing literature by developing a model of health services marketing from a cultural context. For future study it is suggested a comparison be made between more culturally distant countries to observe how culture influences the development of marketing strategy in international business.
Place, publisher, year, edition, pages
Industrial Marketing and Purchasing Group , 2016. 22- p.
IdentifiersURN: urn:nbn:se:hig:diva-23136OAI: oai:DiVA.org:hig-23136DiVA: diva2:1059307
IMP ASIA in Africa - The 7th meeting of the IMP Group in Asia and 1st meeting of IMP Group in Africa, 4th-7th December 2016, Cape Town, South Africa