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Marketing Medical Tourism in Emerging Market: The Role of Trust, Network, and Adaptation
Södertörns högskola, Institutionen för samhällsvetenskaper, Företagsekonomi. Högskolan i Gävle.ORCID-id: 0000-0002-2016-4841
Högskolan i Gävle.
Södertörns högskola, Institutionen för samhällsvetenskaper, Företagsekonomi.ORCID-id: 0000-0002-4885-6014
Högskolan i Gävle.
2016 (engelsk)Inngår i: BAM2016 Conference Proceedings: Thriving in Turbulent Times, Newcastle: British Academy of Management , 2016, s. -18Konferansepaper, Publicerat paper (Fagfellevurdert)
Abstract [en]

This paper aims to examine marketing of medical tourism (MT) from an emerging markets’ (EMs) perspective. In concrete, it analyzes how service providers develop trust, establish contacts with different actors and adapt to customers and the local environment to carry out the marketing in EM. A qualitative multiple case study approach has been employed. The result shows that trust- and network building is significant in mitigating the unfavorable feature, sustain the instability and legitimacy cause by institutional void. While, adaptation is necessary to customize service and support trust and network building. This study shows how healthcare providers are thriving in a turbulent environment in EM to promote medical service. Thus, it confers marketing science influence the MT industry. The proposed theoretical framework can be a relevant tool to improve understanding MT.

sted, utgiver, år, opplag, sider
Newcastle: British Academy of Management , 2016. s. -18
Emneord [en]
medical tourism, emerging markets, trust, marketing
HSV kategori
Forskningsprogram
Politik, ekonomi och samhällets organisering
Identifikatorer
URN: urn:nbn:se:sh:diva-36598ISBN: 978-0-9549608-9-6 (digital)OAI: oai:DiVA.org:sh-36598DiVA, id: diva2:1256477
Konferanse
British Academy of Management (BAM)
Tilgjengelig fra: 2018-10-17 Laget: 2018-10-17 Sist oppdatert: 2021-06-09bibliografisk kontrollert

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Rydback, MichelleBorg, Erik A.

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