Hopper, Tiana (2007) Marketing strategy, organisational strategy and organisational performance: a study of Queensland’s hospitals. In: Australian and New Zealand Marketing Academy Doctoral Colloquium, 30 Nov - 2 Dec 2007, Dunedin, New Zealand.
[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.
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|Item Type:||Conference or Workshop Item (Commonwealth Reporting Category E) (Paper)|
|Item Status:||Live Archive|
|Additional Information:||Authors retain copyright. Poster from same conference submitted under author's married name of Gurney, Tiana.Sub-title different|
|Faculty / Department / School:||Historic - Faculty of Business - School of Management and Marketing|
|Date Deposited:||14 Apr 2008 05:21|
|Last Modified:||02 Jul 2013 23:01|
|Uncontrolled Keywords:||marketing strategy, organisational strategy, organisational performance, health|
|Fields of Research :||11 Medical and Health Sciences > 1117 Public Health and Health Services > 111712 Health Promotion
15 Commerce, Management, Tourism and Services > 1503 Business and Management > 150311 Organisational Behaviour
15 Commerce, Management, Tourism and Services > 1505 Marketing > 150503 Marketing Management (incl. Strategy and Customer Relations)
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