Market orientation and professionalism: the case of nurse-midwives.
Much has been written regarding the market orientation and professionalism constructs, but there is little work relating the two. Understanding the relationship between a market orientation and professionalism is of great relevance to the development and implementation of marketing programs in professional service organizations. Past research suggests that either a positive or a negative connection between these constructs could exist. However, a survey of certified nurse-midwives finds a fairly strong positive relationship between market orientation and professionalism.
Hampton
G M
GM
College of Business Administration and Economics, New Mexico State University, Las Cruces 88003, USA. ghampton@nmsu.edu
McQuitty
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Hampton
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D019981:Health Care Sector; D008389:Marketing of Health Services; D009721:Nurse Midwives / Q000458:organization & administration*; D011364:Professional Practice; D011795:Surveys and Questionnaires; D014481:United States