TOTAL MARKET ORIENTATION, ENTREPRENEURIAL ORIENTATION, AND NEW HEALTH CARE SERVICES IN THE SUPPLY CHAIN
Global Marketing Conference
2014 Global Marketing Conference at Singapore
(2014.07)
pp.229-240
pp.229-240
글로벌지식마케팅경영학회
(Global Alliance of Marketing & Management Associations)
Abstract
New health care services are salient in the supply chain. The market success of new health care services depends on the knowledge-based view to integrate organizational knowledge and attain service innovation performance. This study suggests that the hospitals integrate total market orientation and entrepreneurial orientation as organizational knowledge to sustain marketing operations advantages and achieve market performance in the new health care service supply chain.
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