期刊名称：International Journal of Management Science and Business Administration
电子版ISSN：1849-5664
出版年度：2015
卷号：1
期号：2
页码：71-83
出版社：Inovatus Usluge Ltd.
摘要：With the privatization of the health sector and an overall trend in health care where t he servicing of the patients and illness prevention is becoming a major source of industry's revenue, marketing innovation to attract new customers is becoming increasingly relevant for organizational performance and financial results of hospitals. Consequently, offering an innovative and superior marketing mix for the customers is a necessary requirement for market competitiveness. Marketing operations and market orientation should, therefore, aim to boost the marketing innovation of hospitals. In this paper, we built a research framework to measure influence of market orientation on marketing innovation in Saudi Arabia n hospitals. By determining the relations hip between the market orientation factors, centralization, formalization and marketing innovation, organizations will know which aspect of market orientation to focus on. A six-step research framework has been proposed which will help to explain the impact of customer orientation, inter-functional orientation and competitor orientation on marketing innovation together with the moderating effects of centralization and formalization on those relationships. The findings of the future study may suggest an important role of market orient ation for an effective innovation generation and business performance of hospitals in Saudi Arabia
