Marketing strategy, organisational strategy and organisational performance: a study of Queensland’s hospitals

Paper

Hopper, Tiana. 2007. "Marketing strategy, organisational strategy and organisational performance: a study of Queensland’s hospitals." 2007 Australian and New Zealand Marketing Academy Doctoral Colloquium. Dunedin, New Zealand 01 - 02 Dec 2007
Paper/Presentation Title

Marketing strategy, organisational strategy and organisational performance: a study of Queensland’s hospitals

Presentation TypePaper
Authors
AuthorHopper, Tiana
Number of Pages8
Year2007
Web Address (URL) of Paperhttp://www.anzmac07.otago.ac.nz/doctoralcolloquium.aspx
Conference/Event2007 Australian and New Zealand Marketing Academy Doctoral Colloquium
Event Details
2007 Australian and New Zealand Marketing Academy Doctoral Colloquium
Event Date
01 to end of 02 Dec 2007
Event Location
Dunedin, New Zealand
Abstract

[Abstract]: This research seeks to answer the question of ‘how the marketing strategy process in regional Queensland public and private hospitals, influences organisational strategy and performance?’ This paper proposes a conceptual theoretical model that outlines the relationship between organisational strategy, marketing strategy and organisational performance. The relevance of this relationship will be investigated by using case study methodology with a total of ten regional Queensland public and private hospitals participating through semi-structured interviews with hospital staff. The theoretical and practical contributions of this research are: (1) the establishment of a hospital typology, (2) the establishment of marketing strategy formulation processes, marketing strategy implementation processes and marketing evaluation and control processes which emerge within the health care industry and (3) the establishment of the extent to which organisational strategy has emerged within regional Queensland hospitals.

Keywordsmarketing strategy, organisational strategy, organisational performance, health
ANZSRC Field of Research 2020420603. Health promotion
350710. Organisational behaviour
350605. Marketing management (incl. strategy and customer relations)
Public Notes

Authors retain copyright.

Byline AffiliationsSchool of Information Systems
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