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Marketing Medical Tourism in Emerging Market: The Role of Trust, Network, and Adaptation
Södertörn University, School of Social Sciences, Business Studies. Högskolan i Gävle.ORCID iD: 0000-0002-2016-4841
Högskolan i Gävle.
Södertörn University, School of Social Sciences, Business Studies.ORCID iD: 0000-0002-4885-6014
Högskolan i Gävle.
2016 (English)In: BAM2016 Conference Proceedings: Thriving in Turbulent Times, Newcastle: British Academy of Management , 2016, p. -18Conference paper, Published paper (Refereed)
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.

Place, publisher, year, edition, pages
Newcastle: British Academy of Management , 2016. p. -18
Keywords [en]
medical tourism, emerging markets, trust, marketing
National Category
Social Sciences
Research subject
Politics, Economy and the Organization of Society
Identifiers
URN: urn:nbn:se:sh:diva-36598ISBN: 978-0-9549608-9-6 (electronic)OAI: oai:DiVA.org:sh-36598DiVA, id: diva2:1256477
Conference
British Academy of Management (BAM)
Available from: 2018-10-17 Created: 2018-10-17 Last updated: 2018-10-18Bibliographically approved

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Rydback, MichelleBorg, Erik A.

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CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • harvard-anglia-ruskin-university
  • apa-old-doi-prefix.csl
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf