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.
Self
D R
DR
Auburn University, Montgomery, AL 36117, USA.
Starnes
B J
BJ
D006738:Hospices / Q000458:organization & administration* / Q000639:trends; D008389:Marketing of Health Services / Q000458:organization & administration* / Q000639:trends; D017146:Models, Organizational; D009935:Organizational Affiliation