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

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.