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Key success factors for brand orientation in Dutch hospitals

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Key success factors for brand orientation in Dutch hospitals

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Samenvatting

he reorientation of the public sector along market lines has led to the paradigm of New Public Management (NPM): the assumption that the public sector can be improved by management principles and techniques traditionally associated with the private sector. However, market orientation has also become associated with a number of problems, particularly in the public sector. Recent literature suggests that brand orientation can serve as an alternative to market orientation. Our chapter reviews the concept of brand orientation in the healthcare sector, the extent to which Dutch hospitals are currently managed as brands and the key issues in implementing brand management principles in Dutch hospitals.

OrganisatieHogeschool Utrecht
AfdelingKenniscentrum Innovatie en Business
Kenniscentrum Economisch Sterke en Creatieve Stad
Kenniscentrum Digital Business & Media
LectoraatMarketing en Customer Experience
Gepubliceerd inRediscovering the Essentiality of Marketing Academy of Marketing Science, Pagina's: 385-391
Datum2016-06-28
TypeConferentiebijdrage
TaalEngels

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