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