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Developing a scale to measure hospital sales orientation.
D A Sumrall1, N Eyuboglu, S S Ahlawat
1Baruch College, City University of New York.
Journal of Health Care Marketing
|November 5, 1991
Summary
This study explores hospital sales orientation and its connection to sales management policies. Findings reveal how a hospital's sales focus impacts its policy implementation.
Area of Science:
- Healthcare Management
- Marketing Science
- Organizational Behavior
Background:
- Hospitals increasingly adopt business strategies.
- Understanding sales orientation is crucial for healthcare organizations.
- Sales management policies are vital for hospital growth.
Purpose of the Study:
- To measure hospital sales orientation.
- To measure hospital sales management policies.
- To examine the relationship between sales orientation and sales management policies in hospitals.
Main Methods:
- Surveying sales managers and marketing directors.
- Utilizing data from 136 hospitals nationwide.
- Developing and applying scales for sales orientation and sales management policies.
Main Results:
- Established scales to quantify hospital sales orientation.
- Established scales to quantify hospital sales management policies.
- Identified a significant relationship between hospital sales orientation and policy implementation.
Conclusions:
- Hospital sales orientation is a measurable construct.
- Sales orientation influences the adoption of sales management policies.
- Further research can refine sales strategies in healthcare settings.