SavedAdd your journal

Journals / Iğdır Üniversitesi Sosyal Bilimler Dergisi / 2020 / Cilt: 0 - Sayı: 21

Investigation for Marketing Components of Public and Private Hospital Mission Statements

Kamu ve Özel Hastane Misyon İfadelerinin Pazarlama Bileşenleri Açısından İncelenmesi

Özgür UĞURLU
Şenol DEMİRCİ
Pages
471–492
Publication Date
2022-10-18
DOI
—
🏛️Bibliographic metadata and full text access for this article are provided via DergiPark.
DergiPark Record ↗
✨

AI Summary & Key Takeaways

AI Insight
⚡ TL;DR(Too Long; Didn't Read)

According to the results of this study, it is determined that there is no significant difference between the marketing components used by public and private hospitals in their mission statements.

📌 3 Key Takeaways

🎯
Objective & Hypothesis:Hospitals placed marketing components in mission statements in order to develop and implement marketing strategies.
📊
Key Findings & Data:In order to reduce the differences due to the capacity and size of the hospitals, the research sample was limited to public hospitals with more than 200 beds and private hospitals with more than 100 beds.
💡
Conclusion & Impact:According to the results of this study, it is determined that there is no significant difference between the marketing components used by public and private hospitals in their mission statements.
🔬Design:Research Article
📍Scope:Comprehensive Sample
⚙️Variables:Misyon · pazarlama · hastane

Abstract

Hospitals placed marketing components in mission statements in order to develop and implement marketing strategies. It helps hospitals place marketing components in their mission statements, gain an advantageous position against their competitors and carry out marketing activities more effectively. The aim of this study is to assess with content analysis of private and public hospitals operating in Turkey located in the marketing mix mission statement. In order to reduce the differences due to the capacity and size of the hospitals, the research sample was limited to public hospitals with more than 200 beds and private hospitals with more than 100 beds. Failure to achieve within the framework of specified limits and websites, group hospital to be and operating in Turkey for reasons of lack of mission statements of 242 public hospitals and 120 private hospitals have been reached through the web sites to a total of 362 hospital's mission statement. According to the results of this study, it is determined that there is no significant difference between the marketing components used by public and private hospitals in their mission statements. More than 90% of both public and private hospitals benefited from a maximum of three components in their mission statements.

Özet

Hastaneler, pazarlama stratejilerinin geliştirilmesi ve uygulanması amacıyla misyon ifadelerinde pazarlama bileşenlerine yer vermektedir. Hastanelerin misyon ifadelerinde pazarlama bileşenlerine yer vermesi, rakiplerine karşı avantajlı bir konum kazanmasını ve pazarlama faaliyetleri daha etkin yürütmesine yardımcı olmaktadır. Bu çalışmanın amacı, Türkiye’de faaliyet gösteren kamu ve özel hastanelerin misyon ifadelerinde yer alan pazarlama bileşenlerinin içerik analizi ile değerlendirilmesidir. Hastanelerin kapasite ve büyüklüklerinden kaynaklı farkları azaltabilmek için araştırma örneklemi 200’ün üzerinde yatağa sahip kamu hastaneleri ve 100’ün üzerinde yatağa sahip özel hastaneler ile sınırlandırılmıştır. Belirlenen sınır çerçevesinde ve web sitesine ulaşılamama, grup hastanesi olma ve misyon ifadesinin bulunmaması nedenlerinden dolayı Türkiye’de faaliyet gösteren 242 kamu hastanesi ve 120 özel hastane toplam 362 hastanenin misyon ifadelerine web siteleri üzerinden ulaşılmıştır. Bu çalışmanın sonucuna göre kamu ve özel hastanelerin misyon ifadelerinde yararlandıkları pazarlama bileşenleri arasında önemli bir farklılığın olmadığı belirlenmiştir. Hem kamu hem de özel hastanelerin %90’dan fazlası misyon ifadelerinde en fazla üç bileşenden yararlandıkları saptanmıştır.

🔖

Cite This Article

UĞURLU, Ö., DEMİRCİ, Ş. (2022). Investigation for Marketing Components of Public and Private Hospital Mission Statements. Iğdır Üniversitesi Sosyal Bilimler Dergisi, Cilt: 0 - Sayı: 21, 471–492. https://ajindex.com/articles/538689

📄 Full Text PDF Viewer

📄

PDF görüntüleyici hazırlanıyor...

References (15)

  1. Akkılıç, M. E. (2002). Sağlık hizmetlerinin pazarlanması ve Elazığ’daki bazı yataklı tedavi kuruluşlarında bir uygulama. Fırat Üniversitesi Sosyal Bilimler Dergisi, 12(1), 203-218.
  2. Anitsal, I., Anitsal, M. M., & Girard, T. (2013). Retail mission statements: Top 100 global retailers. Academy of Strategic Management Journal, 12(1), 1-20.
  3. Anitsal, M. M., Anitsal, I., & Girard, T. (2012). The core of retail mission statements: top 100 US retailers. Academy of Strategic Management Journal, 11(1), 351-363.
  4. Aytekin, A. (2016). Hastaların Hastane Tercihinde Etkili Kriterler ve Hastanelerin MULTIMOORA ile Sıralanması: Eskişehir Örneği. İşletme ve İktisat Çalışmaları Dergisi, 4(4), 134-143.
  5. Bart, C., & Bontis, N. (2003). Distinguishing between the board and management in company mission: Implications for corporate governance. Journal of Intellectual Capital, 4(3), 361-381.
  6. Bart, C. K. (1997). Sex, lies and mission statements. Business Horizons, 40(6), 9-18.
  7. Bart, C. K. (2001). Measuring the mission effect in human intellectual capital. Journal of Intellectual Capital, 2(3), 320-330.
  8. Bart, C. K., & Baetz, M. C. (1998). The relationship between mission statements and firm performance: An exploratory study. Journal of management studies, 35(6), 823-853.
  9. Bart, C. K., & Hupfer, M. (2004). Mission statements in Canadian hospitals. Journal of Health Organization and Management, 18(2), 92-110.
  10. Bart, C. K., & Tabone, J. C. (1998). Mission statement rationales and organizational alignment in the not-for-profit health care sector. Health care management review, 23(4), 54-69.
  11. Bart, C. K., & Tabone, J. C. (1999). Mission statement content and hospital performance in the Canadian not-for-profit health care sector. Health care management review, 24(3), 18-29.
  12. Bart, C. K., & Tabone, J. C. (2000). Mission statements in Canadian not- for-profit hospitals: does process matter? Health care management review, 25(2), 45-63.
  13. Bartkus, B., Glassman, M., & McAfee, R. B. (2000). Mission statements: are they smoke and mirrors? Business Horizons, 43(6), 23-28.
  14. Bolon, D. S. (2005). Comparing mission statement content in for-profit and not-for-profit hospitals: does mission really matter? Hospital topics, 83(4), 2-9.
  15. Boone, L. E., & Kurtz, D. L. (2011). Contemporary Business. Denvers: John Wiley & Sons. Brinckerhoff, P. C. (2010). Mission-based marketing: Positioning your not-for-profit in an increasingly competitive world: John Wiley & Sons. Cronin, C. E., & Bolon, D. S. (2018). Comparing Hospi