Faculty Publications

Title

Decision making in health care institutions:The health care practice paradigm

Document Type

Article

Journal/Book/Conference Title

Journal of Hospital Marketing

Volume

7

Issue

2

First Page

47

Last Page

59

Abstract

Based on research reported in the health care literature, this paper adapts Blake and Mouton’s (1985) two dimensional Managerial Grid to develop a model called the Health Care Practice Paradigm. The paradigm postulates two primary dimensions to represent the behavior of health care providers and practitioners: (1) patient orientation and (2) task orientation. To illustrate the usefulness of this approach, a study of the decision making processes of dietitians with respect to a new product was conducted. Based on a national sample of dietitians, the findings suggest that health care orientation of the dietitians is a better predictor of attitudes toward trying a new product than traditional demographic factors such as hospital size. Key. © 1993 Taylor & Francis Group, LLC.

Original Publication Date

9-17-1993

DOI of published version

10.1300/J043v07n02_06

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