Healthcare: Market Dynamics, Policies and Strategies in Europe

Description

This textbook discusses the most important theories of internationalization, including Product Life-Cycle, Internalization, Location, International New Venture concepts, and others. These models are grounded to a considerable extent in the Transaction Cost Theory and the Resource-Based View as explained in the book. Relevant market entry strategies are explained in light of crucial determinants of international business decision making. Frontmatter -- Preface -- Contents -- 1. Introduction to the European Healthcare Market / Matysiewicz, Justyna -- 2. Investment Attractiveness of the Healthcare Markets in Europe / Gola, Jagoda -- 3. Consumption and Consumer Behavior in the European Healthcare Market / Turek, Artur Owczarek, Aleksander -- 4. New Trends in Consumer Behavior in the European Healthcare Market / Hat, Agnieszka -- 5. Relationship Marketing Performance of Medical Facilities / Smyczek, Sławomir -- 6. Emerging Buying Center Concepts in Healthcare Industries / Nguyen, Thuy Glowik, Mario -- 7. Integrated Marketing Communication in the European Healthcare Market / Grybś, Marta -- 8. Strategic Decisions under the EU Regulatory Framework for Orphan Drugs / Dietz, Beatrix Zaby, Andreas -- 9. Healthcare Business Performance -- Control Mechanisms / Marie, Agnieszka -- 10. E-healthcare Service and Business Strategies in a Virtual Environment / Matysiewicz, Justyna -- 11. Social Media Implementation in the European Healthcare Sector / Młodożeniec, Marcin -- 12. Customer Values and Attitudes towards e-Healthcare Services / Smyczek, Sławomir -- 13. Efficiency Control of Building Relationships with Customers by using Social Media / Tutaj, Marcin -- About the Authors -- Index -- Backmatter.