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Published on: February 16, 2011
Market orientation and organizational culture in hospitals
1School of Management, Widener University, Chester, PA 19013, USA.
Abstract:
Hospitals have been advised to respond to environmental pressures by changing from a product to a market orientation. Such changes are difficult to accomplish because of the entrenched behaviors and attitudes of hospitals employees. This article proposes organizational cultures as the avenue to a market orientation. It describes the role of hospital culture as an antecedent to market orientation. It also suggests ways to develop and maintain a market-oriented culture in hospitals.
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