Bell J D, Fay M T
Department of Marketing, University of Otago, Dunedin.
N Z Dent J. 1990 Oct;86(386):86-9.
This paper examines the attitudes of dental practitioners towards competition and advertising and the changes that have occurred there between 1985 and 1988. It provides an insight into the views of members of the profession as they dealt with the issue of commercialisation. The study came at a time when proposed legislative changes would profoundly impact upon the profession's stance on business ethics and upon the business practice of its members. The data were derived from a self-completion questionnaire, 1,500 of which were evenly distributed among the members of five professions, doctors, dentists, lawyers, accountants, and veterinarians. The main findings were that the dental profession had moved along the collegiality-competition continuum only slightly, preferring to shun the use of overtly competitive behaviour while seeking to improve the efficiency of practice management.
本文考察了牙科从业者对竞争和广告的态度，以及1985年至1988年间在这方面发生的变化。它深入了解了该行业成员在应对商业化问题时的观点。这项研究开展之时，拟议中的立法变革将深刻影响该行业在商业道德方面的立场及其成员的商业行为。数据来自一份自我填写的问卷，其中1500份问卷在医生、牙医、律师、会计师和兽医这五个职业的成员中平均分配。主要研究结果是，牙科行业在合作与竞争的连续统一体上仅稍有变动，倾向于避免使用公然的竞争行为，同时寻求提高执业管理的效率。
