Organizational innovation, or the adaptability of an organization to change over time, can occur in many different contexts. From a marketing perspective an organization must adjust to its environment through internal organizational changes as well as taking market oriented actions. This paper reports the results of research that identifies several factors that are indicative of health care organizations propensity to adopt a formalized selling orientation and organizational structure.
CITATION STYLE
Powers, T. L., & Bowers, M. R. (2015). Factors Inlfuencing Marketing Innovation in the Health Care Industry. In Developments in Marketing Science: Proceedings of the Academy of Marketing Science (pp. 426–428). Springer Nature. https://doi.org/10.1007/978-3-319-13159-7_96
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