Contribution to hospital performance: market orientation vs. marketing effort and lack of competition.
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.
Wrenn
Bruce
B
School of Business and Economics, Indiana University South Bend, 1700 Mishawaka Avenue, South Bend, IN 46634, USA. bwrenn@iusb.edu
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