Authors: Akmal S. Hyder; Maria Fregidou-Malama
The purpose of this study is to examine how multinational firms deal with challenges in marketing of health services in emerging markets (EMs). To conduct this study, qualitative method has been used to focus on the marketing process. A single European health services firm operating in seven EMs and in four continents is studied to highlight the role of context. A theoretical framework is developed for service marketing in EM based on three levels. The macro level deals with infrastructural factors while the micro level reflects on the marketing process. The messy level reflecting the local culture is interconnected with the two levels
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Publish Year: 2016
Conference: Cape Town (2016)