A model of strategic marketing alliances for hospices: horizontal alliances.
This article develops two previous research efforts. William J. Winston (1994, 1995) has proposed a set of strategies by which health care organizations can benefit from forging strategic alliances. Raadt and Self (1997) have proposed a classification model of alliances including horizontal, vertical, internal and osmotic. In the first of two articles, this paper presents a model of horizontal alliances. The subsets include transregional, service mergers, networks, venture capital investments, trade and professional organizations, and promotional alliances. Advantages and disadvantages of each are discussed.
Auburn University, Montgomery, AL 36117, USA.
D R
DR
Self
B J
BJ
Starnes
D006738:Hospices / Q000458:organization & administration* / Q000639:trends; D008389:Marketing of Health Services / Q000458:organization & administration* / Q000639:trends; D017146:Models, Organizational; D009935:Organizational Affiliation