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Marketing Medical Tourism in Emerging Market
University of Gävle, Faculty of Education and Business Studies, Department of Business and Economic Studies, Business administration.ORCID iD: 0000-0002-2016-4841
University of Gävle, Faculty of Education and Business Studies, Department of Business and Economic Studies, Business administration.
Södertörns Högskola, Stockholm, Sweden.
University of Gävle, Faculty of Education and Business Studies, Department of Business and Economic Studies, Business administration.
2016 (English)In: BAM2016 Conference Proceedings, British Academy of Management (BAM) , 2016Conference paper, Published paper (Refereed)
Abstract [en]

This paper aims to examine marketing of medical tourism (MT) from an emerging markets’ (EMs) perspective. In concrete, it analyzes how service providers develop trust, establish contacts with different actors and adapt to customers and the local environment to carry out the marketing in EM. A qualitative multiple case study approach has been employed. The result shows that trust- and network building is significant in mitigating the unfavorable feature, sustain the instability and legitimacy cause by institutional void. While, adaptation is necessary to customize service and support trust and network building. This study shows how healthcare providers are thriving in a turbulent environment in EM to promote medical service. Thus, it confers marketing science influence the MT industry. The proposed theoretical framework can be a relevant tool to improve understanding MT.

Place, publisher, year, edition, pages
British Academy of Management (BAM) , 2016.
Keyword [en]
medical tourism, emerging markets, trust, marketing
National Category
Business Administration
Identifiers
URN: urn:nbn:se:hig:diva-23871ISBN: 978-0-9549608-9-6 (electronic)OAI: oai:DiVA.org:hig-23871DiVA: diva2:1088202
Conference
BAM2016, Thriving in Turbulent Times, 6-8 September, Newcastle, United Kingdom
Note

Proceedings available with login

Available from: 2017-04-11 Created: 2017-04-11 Last updated: 2017-08-10Bibliographically approved

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