Key success factors for brand orientation in Dutch hospitals

Authors Judith Tielen, Gerrita van der Veen
Published in Rediscovering the Essentiality of Marketing
Publication date 28 June 2016
Research groups Marketing & Customer Experience
Type Lecture


he reorientation of the public sector along market lines has led to the paradigm of New Public Management (NPM): the assumption that the public sector can be improved by management principles and techniques traditionally associated with the private sector. However, market orientation has also become associated with a number of problems, particularly in the public sector. Recent literature suggests that brand orientation can serve as an alternative to market orientation. Our chapter reviews the concept of brand orientation in the healthcare sector, the extent to which Dutch hospitals are currently managed as brands and the key issues in implementing brand management principles in Dutch hospitals.

Language English
Published in Rediscovering the Essentiality of Marketing
Page range 385-391

Marketing and Customer Experience