Assessing the viability of situationally driven segmentation opportunities in the health care market

K. C. Gehrt, Mary Beth Pinto

Research output: Contribution to journalArticlepeer-review

10 Scopus citations

Abstract

The impact of situational factors has typically been investigated in the context of goods marketing. Very few studies have investigated the influence of situational factors on services marketing. This study demonstrates the importance of situational influence on services marketing by delineating a consumer-based, situationally characterized competitive market structure for health care services. The competitive structure of the health care market is delineated in terms of the similarity/substitutability of the three-factor, situational characterizations of ten health care alternatives. The general marketing implications of the market-structure delineation procedure and the health care-specific implications of the findings are discussed.

Original languageEnglish (US)
Pages (from-to)243-265
Number of pages23
JournalHospital and Health Services Administration
Volume38
Issue number2
StatePublished - 1993

All Science Journal Classification (ASJC) codes

  • Leadership and Management

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