Faculty Publications
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.
Department
Department of Marketing
Original Publication Date
9-17-1993
DOI of published version
10.1300/J043v07n02_06
Recommended Citation
Gupta, Pola B. and Gould, Stephen J., "Decision Making In Health Care Institutions:The Health Care Practice Paradigm" (1993). Faculty Publications. 4407.
https://scholarworks.uni.edu/facpub/4407
