title: Contribution to hospital performance: market orientation vs. marketing effort and lack of competition.
abstract: Marketing is still viewed with some skepticism by some hospital administrators who wonder if marketing is needed when the hospital is in a benign competitive environment. This research seeks to investigate the contribution of a marketing orientation to hospital performance beyond what can be achieved by merely spending money on promotion or not facing stiff competition. Findings reveal that having an authentic market orientation makes a significant contribution to a hospital's success above what can be achieved through promotional budgets and lack of competition.
authors.affiliation: School of Business and Economics, Indiana University South Bend, 1700 Mishawaka Avenue, South Bend, IN 46634, USA. bwrenn@iusb.edu
authors.forename: Bruce
authors.initials: B
authors.lastname: Wrenn
mesh_terms: D001291:Attitude of Health Personnel; D003258:Consumer Behavior; D004059:Diffusion of Innovation; D004465:Economic Competition; D019981:Health Care Sector; D006739:Hospital Administration / Q000191:economics / Q000592:standards; D008389:Marketing of Health Services; D015279:Organizational Culture; D014481:United States