医院的市场导向与组织文化

School of Management, Widener University, Chester, PA 19013, USA.

J Hosp Mark. 1996;11(1):3-18. doi: 10.1300/J043v11n01_02.

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.

医院已被建议通过从产品导向转变为市场导向来应对环境压力。由于医院员工根深蒂固的行为和态度，这种转变很难实现。本文提出将组织文化作为实现市场导向的途径。它描述了医院文化作为市场导向的先行因素的作用。它还提出了在医院发展和维持以市场为导向的文化的方法。