title: Market orientation and organizational culture in hospitals.
abstract: Hospitals have been advised to respond to environmental pressures by changing from a product to a market orientation. Such changes are difficult to accomplish because of the entrenched behaviors and attitudes of hospitals employees. This article proposes organizational cultures as the avenue to a market orientation. It describes the role of hospital culture as an antecedent to market orientation. It also suggests ways to develop and maintain a market-oriented culture in hospitals.
authors.affiliation: School of Management, Widener University, Chester, PA 19013, USA.
authors.forename: E J
authors.initials: EJ
authors.lastname: Proenca
mesh_terms: D001291:Attitude of Health Personnel; D001521:Behavior Therapy; D003258:Consumer Behavior; D006739:Hospital Administration / Q000639:trends*; D006801:Humans; D015274:Interdepartmental Relations; D007398:Interpersonal Relations; D007400:Interprofessional Relations; D008389:Marketing of Health Services / Q000458:organization & administration* / Q000592:standards; D017146:Models, Organizational; D015279:Organizational Culture; D010564:Personnel, Hospital / Q000523:psychology / Q000592:standards; D014481:United States