Entrepreneurial Marketing: An Exploratory Study of Healthcare Organizations

Posted: 11 Oct 2019

See all articles by Dr. S K Misra

Dr. S K Misra

Dr B R Ambedkar National Insitute of Technology; Punjab Technical University

Date Written: October 1, 2019


The present research article was done to explore the practice of entrepreneurial marketing practice in Healthcare Organizations (Hospitals). The paper illustrates the Market Orientation - in terms of Business objective setting, organization wide information dissemination, Measurement of patient satisfaction, and business collaborations; Entrepreneurial Orientation - in terms of Developing innovative services, Reacting to competitor's and Financial assistance to patients and Learning Orientation - in terms of the learning activities carried out in the Healthcare organizations. Four dimensions of entrepreneurial marketing (EM) - Customer Intensity, Proactiveness, Innovation-Focus and Risk Management (Emergency services) were extracted in the study. Customer Intensity and Risk Management (Emergency services) were found to be the major dimensions of EM practiced in the Healthcare organizations. The paper also explains that there were significant differences in the Entrepreneurial marketing practices with the Organization's characteristics such as Age, Size, Ownership and Type of services offered.

Keywords: Entrepreneurial marketing, Entrepreneurial Orientation, Market Orientation, Learning Orientation, Risk Management

Suggested Citation

Misra, Sushendra Kumar, Entrepreneurial Marketing: An Exploratory Study of Healthcare Organizations (October 1, 2019). Available at SSRN: https://ssrn.com/abstract=3462340

Sushendra Kumar Misra (Contact Author)

Dr B R Ambedkar National Insitute of Technology ( email )

NH 1
Jalandhar, 144011
9478098010 (Phone)

HOME PAGE: http://www.nitj.ac.in

Punjab Technical University ( email )

Jalandhar-Kapurthal Road
Kapurthala, 146001
919478098010 (Phone)
911822662530 (Fax)

HOME PAGE: http://ptuaccounts.ac.in

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