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Published on: February 17, 2011
Market orientation and professionalism: the case of nurse-midwives
G M Hampton1, S McQuitty, D L Hampton
1College of Business Administration and Economics, New Mexico State University, Las Cruces 88003, USA. ghampton@nmsu.edu
Abstract:
Much has been written regarding the market orientation and professionalism constructs, but there is little work relating the two. Understanding the relationship between a market orientation and professionalism is of great relevance to the development and implementation of marketing programs in professional service organizations. Past research suggests that either a positive or a negative connection between these constructs could exist. However, a survey of certified nurse-midwives finds a fairly strong positive relationship between market orientation and professionalism.
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