Entrepreneurial Marketing: An Exploratory Study of Healthcare Organizations
Posted: 11 Oct 2019
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
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