An Empirical Study of Market Orientation and Business Performance in American Hospitals
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Richard Monahan [1]
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[1] Metropolitan College
Metropolitan College
Dimos Athens, Grecia
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- Localización: VI Forum Internacional sobre Las Ciencias, las Técnicas y el Arte Aplicadas al Marketing: Academia y Profesión: Ponencias académicas: Madrid, 27-28 de noviembre de 2003 / Enrique Ortega Martínez (ed. lit.), Ladislao González Ruiz (ed. lit.), Enrique Pérez del Campo (ed. lit.), 2003, ISBN 8493123439, págs. 449-466
- Idioma: inglés
- Texto completo no disponible (Saber más ...)
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Resumen
As part of a larger study, the effect of market orientation on business performance in American hospitals was studied in an environment marked by changing demographics and pressure from third parties (i.e. government agencies and insurance companies) to lower costs. Also analyzed was the effect of ties with Health Maintenance Organizations (HMOs) on market orientation and business performance.
There were 160 responses from hospital executives located in 42 states. For those hospitals, our results indicate that market orientation had a positive effect on business performance, especially in terms of profit margin. The research also indicated that HMO affiliation had little effect on the surveyed hospitals in termn of market orientation and organizational performance.
