Value marketing in the health care industry

Lindgreen, Adam and Hingley, Martin and Antioco, Michael (2011) Value marketing in the health care industry. Journal of Marketing Management, 27 (3/4). pp. 199-206. ISSN 0267-257X

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Abstract

In business and industrial marketing, upstream and downstream alike, the creation of
value is paramount to any company’s survival (Kotler & Keller, 2008) and even more
so at a time where dramatic changes in business and industrial marketing’s context
are leading to fundamental changes in what companies should be analysing, creating,
and delivering (Doyle, 2000; Hunt, 2000). Value has been examined in the marketing
management literature (e.g. Albrecht, 1992; Alderson, 1957; J.C. Anderson&Narus,
1999; P. Anderson, 1982; Doyle, 2000; Drucker, 1973; Woodruff, 1997), as well
as the purchasing and supply management literature (e.g. Carr & Ittner, 1992;
Ellram, 1995; Van Weele, 2001; Wouters, Anderson, & Wynstra, 2005). Two more
or less distinct research streams can be identified within this literature (Lindgreen
& Wynstra, 2005). The first of these streams deals with the value of products and
services, whilst the second stream focuses on the value of buyer–seller relationships.
Despite its identified importance, value is a complex issue. In fact, the literature
remains scarce on studies examining how selling companies in reality analyse, create,
and deliver value to buying companies (Lindgreen, in press). This special issue seeks
to address this gap in the literature by examining various issues relating to the
different ‘facets’ of value that result from the crossing of the two research streams
with the three themes of analysis, creation, and delivery.

Item Type:Article
Additional Information:In business and industrial marketing, upstream and downstream alike, the creation of value is paramount to any company’s survival (Kotler & Keller, 2008) and even more so at a time where dramatic changes in business and industrial marketing’s context are leading to fundamental changes in what companies should be analysing, creating, and delivering (Doyle, 2000; Hunt, 2000). Value has been examined in the marketing management literature (e.g. Albrecht, 1992; Alderson, 1957; J.C. Anderson&Narus, 1999; P. Anderson, 1982; Doyle, 2000; Drucker, 1973; Woodruff, 1997), as well as the purchasing and supply management literature (e.g. Carr & Ittner, 1992; Ellram, 1995; Van Weele, 2001; Wouters, Anderson, & Wynstra, 2005). Two more or less distinct research streams can be identified within this literature (Lindgreen & Wynstra, 2005). The first of these streams deals with the value of products and services, whilst the second stream focuses on the value of buyer–seller relationships. Despite its identified importance, value is a complex issue. In fact, the literature remains scarce on studies examining how selling companies in reality analyse, create, and deliver value to buying companies (Lindgreen, in press). This special issue seeks to address this gap in the literature by examining various issues relating to the different ‘facets’ of value that result from the crossing of the two research streams with the three themes of analysis, creation, and delivery.
Keywords:value, health
Subjects:N Business and Administrative studies > N500 Marketing
L Social studies > L510 Health & Welfare
Divisions:College of Social Science > Lincoln Business School
ID Code:4234
Deposited By: Rosaline Smith
Deposited On:18 Mar 2011 12:25
Last Modified:18 Jul 2011 16:40

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