Van R. Wood

Market Orientation and Organizational Performance in Not-for-Profit Hospitals

Abstract This study explores market orientation in the not-for-profit hospital setting. The authors hypothesize a positive relationship between market orientation and four organizational factors, including professional commitment, professional education, and professional ethics of the senior management team, and organizational entrepreneurship, and three environmental factors, including perceptions of two states of competition and the state of demand. The study also examines the relationship between market orientation and hospital performance. Data from 237 top hospital administrators are used to empirically test the hypothesized relationships. Results provide evidence of a positive association between market orientation and both the professional commitment of the senior management team and organizational entrepreneurship. Furthermore, the study provides strong support for the relationship between market orientation and hospital performance.

Evaluating international markets

Reports the results of a study of experienced exporters and their perceived importance of various types of foreign market information relevant to target market selection. In general, findings indicate that information related to market potential is most highly valued, and information related to culture is rated least important. Differences in perceived importance ratings across types of industry, country of destination, and type of export transaction are examined and implications for exporters, export facilitators, and government agencies are presented.

Successful marketing by multinational firms to the bottom of the pyramid: connecting share of heart, global “umbrella brands”, and responsible marketing

Purpose – This paper aims to contend that four significant ideas must be comprehended, and their connection and interaction understood if successful marketing to the 4 to 5 billion undeserved bottom of the pyramid (BOP) people in the world, by multinational firms is to be realized. These ideas are: the bottom of the pyramid (BOP) market itself; share of the heart versus consumer animosity; the nature and influence of global “umbrella” brands and responsible marketing as a guiding principle for all firms including those focusing on the BOP. Each of these ideas, in and of itself, represents an important dimension in todays global business environment, but taken together they offer a clearer understanding of how companies, particularly multinational companies, can do well (profit) and do good (improve humanity).Design/methodology/approach – The paper briefly overviews the BOP literature, highlighting those parts most relevant to this work; expands upon the notion of “share of heart” and its twin components ...

Strategic orientation and export success: an empirical study

Reviews and synthesizes the literature addressing the concept of strategic orientation and examines the relationship between strategic orientation and export success. Uses survey data from experienced export managers to test the relationship between proactive and reactive strategic orientations and success in exporting empirically. Key dimensions of a proactive strategic orientation are found to be significantly correlated with export success.

Nurturing an effective creative culture within a marketing organization

Purpose – The purpose of this paper is to explore the role of and the management of creative individuals in organizations.Design/methodology/approach – The paper integrates concepts including a range of recently published (1995‐2006) theoretical works in the creative culture, creativity, and innovation literature.Findings – The paper provides information and action approaches to marketers to aid them in harnessing creative talent within their organizations. Relevant literature shows that communities may be magnets that attract or repel creative individuals. Organizations can engineer themselves to become attractive to creatives. If marketers are skillful in managing creative individuals, the organization may enjoy increased competitiveness.Research limitations/implications – The theoretical concepts that form the foundation of the paper appear to have a significant application to consumer marketing but have not been tested empirically.Practical implication – The study explores a global effect that has imp...

Consumer desire to buy and use products in international markets

Focuses on two fundamental issues facing firms competing in the global arena, namely – how should executives responsible for success in international consumer markets allocate their scare marketing resources? And why, based on what methods, should they do this? Concentrating on global/pan‐European consumers in the northern European country of Finland, a quasi‐longitudinal “gap analysis” of US versus Japanese product and marketing efforts is undertaken. Using empirical evidence gathered every five years (from 1975 to 1995), this research examines which dimensions of marketing contribute most to specific consumers’ “purchase and use” preferences? And, where (which “gaps”) should organizations competing for global consumers concentrate their marketing efforts in order to be successful? It is argued that the method employed in this research can be utilized in any global marketing setting to identify the most promising areas for resource expenditures.

Health Care Cost Containment: Rationing Medical Technology

Effective and efficient delivery of health care is one of the critical issues facing the nation today. Currently, nearly 13% of the nations GDP in spent on Health Care. Perhaps one-half of the increase in health care costs have been linked to the acquisition of new medical technology. This paper examines some of the issues relating to the acquisition and dissemination of the use of medical technology by acute care and outpatient facilities and discusses the rationing of medical technology. The paper concludes by identifying some of the approaches to controlling health care costs through the rationing of technology that have been presented in the literature and outlines the evolving new paradigm that is being advanced to address the issues of cost containment and access to health care.

Globalization and U.S. Universities: What Realities are Most Relevant to the Successful Internationalization of Their institutions?

This paper presents qualitative findings focusing on the themes, issues and insights that are most relevant to the successful internationalization of U.S. institutions of higher education. A synthesis of the views of over 100 U.S. universities reveals two noteworthy themes and eight “realities” concerning internationalization of institutions of higher education.

Developing, Harnessing and Managing “Creative” Marketing Organizations: The Role of Creative People, Creative Communities and Macro-Environmental Characteristics

This paper examines the role of creativity in providing organizations competitive advantage through marketing. Strategic advantage from this source promises to be stronger than gains extracted from economic means. Success from creative activity does not occur by happenstance or through trivial pursuits. The process must be planned for, invested in and managed. A first step is to build or find communities where people prone to creative activity can be attracted. Creative people have been shown to prefer geographic locations that provide an environment rich in culture, where artistic interests can be pursued. Companies seeking strategic advantage through creativity profit by discovering areas where the creative class comes together. A complicating factor is that the marketing value chain is often produced across multiple markets, at different points of time. Multiple advantageous locations must be pursued, and diverse people at these locations must work together. More than just finding the right locations, organization’s seeking creative advantage have to set up a structure where creative individuals can comfortably integrate, develop a culture where creativity is valued, and provide intrinsic and extrinsic rewards to maintain the happiness of a frequently misunderstood class of employee. A market orientation and pursuit of growth objectives through new product development are important components of the needed management style. A team structure that fosters collaborative activities is essential. Harnessing and managing the people who can produce strategic advantage through creative endeavors is not simple. Attention to marketing concepts provides useful guidance and a step in the right direction.