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- Sartelli, Massimo, et al.
(författare)
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Ten golden rules for optimal antibiotic use in hospital settings: the WARNING call to action
- 2023
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Ingår i: WORLD JOURNAL OF EMERGENCY SURGERY. - 1749-7922. ; 18:1
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Forskningsöversikt (refereegranskat)abstract
- Antibiotics are recognized widely for their benefits when used appropriately. However, they are often used inappropriately despite the importance of responsible use within good clinical practice. Effective antibiotic treatment is an essential component of universal healthcare, and it is a global responsibility to ensure appropriate use. Currently, pharmaceutical companies have little incentive to develop new antibiotics due to scientific, regulatory, and financial barriers, further emphasizing the importance of appropriate antibiotic use. To address this issue, the Global Alliance for Infections in Surgery established an international multidisciplinary task force of 295 experts from 115 countries with different backgrounds. The task force developed a position statement called WARNING (Worldwide Antimicrobial Resistance National/International Network Group) aimed at raising awareness of antimicrobial resistance and improving antibiotic prescribing practices worldwide. The statement outlined is 10 axioms, or "golden rules," for the appropriate use of antibiotics that all healthcare workers should consistently adhere in clinical practice.
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| 4. |
- Fregidou-Malama, Maria, 1944-, et al.
(författare)
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Does national culture influence organizational culture across contexts? : Elekta in Greece
- 2018
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Ingår i: IMP ASIA - The eight meeting of the IMP Group in Asia. - : Industrial Marketing and Purchasing Group.
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Konferensbidrag (refereegranskat)abstract
- This research deals with the influence of National Culture on Organizational Culture in Healthcare Services. We analyse how the national culture of a firm´s home and host country and the cultural context affect the organizational culture in international marketing of healthcare services. We conducted a case study on Elekta a Swedish invention for radio surgery with a subsidiary, Elekta-Greece EPE, in its real life context. We collected qualitative data in form of semi-structured interviews by interviewing fourteen people during the years 2015-2016 in the host country of the subsidiary. We also used direct observation of the working environment and company documents as data sources. The study shows that the organisational culture of the Business Unit in Greece is flat and managers apply open doors culture trusting employees. Inequality between employees does not exist and the managers empower employees by involving them in the decision making process. Employees work as a team and share responsibilities and experience helping each other. They feel happy to work and perceive the challenges the company meets as their own challenges identifying themselves with the company. The study indicates that the context of the collectivistic and uncertainty avoiding culture of Greece influences managers to empower and motivate employees to work as a team developing good personal relationships in the company trusting each other. The results suggest that a balanced combination of national cultures makes the structure of the organisation flat, employees work as a team applying the Greek Philotimo helping and supporting each other to avoid ambiguity, reduce stress and unite in uncertain situations. We argue that a combination of the small power distance and femininity of the Swedish national culture combined with the cultural context of collectivism and strong uncertainty avoidance in Greece influence the organisational culture of the Business Unit. The local dynamic cultural context and the behaviour of the market, the customers, patients, service providers and the employees transform the organisational culture of Elekta-EPE Greece to a mixture of Swedish culture and Greek culture applying new organisational practices and models adapting to the values of the local context. The research contributes to the International services marketing literature developing a model of internationalization of healthcare services based on national cultural dimensions, organizational culture and contextualization. Managers who aim to establish businesses across borders need to balance the national culture of the head quarter and the one applied in units abroad with the unique context environment they operate to develop new organizational culture and be effective. A further study can include more companies and sectors to focus on the effect of national cultural context on organizational culture across countries.
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| 5. |
- Fregidou-Malama, Maria, 1944-, et al.
(författare)
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Health care services marketing in a cross-cultural context : Elekta in Brazil
- 2011
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Ingår i: The Impact of Globalization on Networks and Relationship dynamics.
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Konferensbidrag (refereegranskat)abstract
- ABSTRACTPurpose of the paperThis research deals with the Internationalization of health services focusing on two services characteristics intangibility and heterogeneity. The study analyzes how adaptation/standardization, trust and network development are achieved when marketing a Swedish health care service in Brazil, a culturally distant country to Sweden.Literature addressedThe theoretical framework of the study is based on theories on International Marketing Services, trust, networks and cultural differences. Adaptation/standardization is important when operating in a foreign market for acceptance of services, creating confidence in the foreign market and establishing contacts with the local environment. Networks are needed to get information and gain access to resources the firms need to run their activities. By creating trust long term business relationships can be developed. Using trust and networks can service providers communicate with customers and understand and satisfy their needs.Research MethodWe apply a case study for data collection. A case on a Swedish invention for radio surgery, Gamma Knife in Brazil has been conducted in its real life context. Qualitative data have been collected in form of semi-structured interviews. Direct observation of the working environment and activities in Sweden has also been used as data source. We concentrate on the process of the marketing of the service.Research FindingsThe study shows that cultural adaptation makes service characteristics tangible by increasing the understanding between service providers and local customers. It suggests that foreign company’s service offerings, values and beliefs connected to the quality of the service are to be standardised. This standardisation communicates the offering both of a treatment and also of a learning process and helps the service to be visible and tangible. It further demonstrates that relationships related to the local market are to be adapted to customers´ tastes, habits and preferences to develop trust and networks. The study suggest that a balanced combination of adaptation and standardisation makes services homogenous and tangible increasing the possibility of success for service providers and the acceptance of services by the local customers.Main contributionThe research contributes to the International services marketing literature developing a model of internationalization of health services marketing based on adaptation/standardization, trust and network, to overcome issues of intangibility and heterogeneity of services. Managers should recognize that marketing people-processing services requires development of local networks to gain trust, and legitimacy in the local market. Keywords: Cultural Adaptation, Network, Intangibility, Heterogeneity, Trust, Gamma Knife, Health Service, Brazil.
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- Fregidou-Malama, Maria, 1944-, et al.
(författare)
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Health Services Marketing in a Cross-Cultural Context : Elekta in India
- 2015
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Ingår i: Proceedings of International Conference on Social Media, SEO & Marketing Strategies. ; , s. 29-
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Konferensbidrag (refereegranskat)abstract
- The purpose of this research is to investigate how culture impacts on international marketing strategy of a Swedish health service in India, a culturally distant country to Sweden. It is examined how confidence in the market is achieved to establish and maintain trust and relationships, and the level of standardization and adaptation for the acceptance of the service in the foreign market is suggested. A case study was conducted in its real life context. An inductive qualitative research method has been applied and data has been collected in the form of semi-structured interviews, direct observation and company documents. We found that the cultural dimensions of power distance and individualism/collectivism have an impact on trust development, relationships and standardization and adaptation. The study shows that innovative image of the service offering and after service maintenance act as means for competition on the private and public market. Standardization of prices and service processes comprising maintenance of service quality, support contracts and service contracts develop commitment and trust. Personal relationships with the government, doctors and involvement with customers are regarded important and should be adapted to and follow local traditions. It is further demonstrated that moral and emotional issues, respect to the human face, hierarchy and social responsibility for regional development are required to develop relationships, trust and networks. It is argued that word of mouth, tactics and diplomacy sustain the possibility of success for service providers and the acceptance of the health service by local customers. The research contributes to the International services marketing literature by developing a model and extending understanding of internationalization of health services marketing from a culture context. For future studies, it suggests a comparison between more culturally distant countries to observe how culture influences development of marketing strategy in international business. The research shows how managers can establish relationships and networks to gain trust and legitimacy in the local market.
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| 7. |
- Fregidou-Malama, Maria, 1944-, et al.
(författare)
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Health services marketing in India : the relevance of the cultural context
- 2016
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Ingår i: IMP ASIA in Africa. - : Industrial Marketing and Purchasing Group. ; , s. 22-
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Konferensbidrag (refereegranskat)abstract
- This research analyzes how culture impacts on the international marketing strategy of a Swedish health service provider in India. It examines how confidence in the market is achieved to establish and maintain trust and relationships, which influence the level of standardization and adaption in the market. A case study was conducted and an inductive qualitative research method applied. Data have been collected in the form of semi-structured interviews, direct observation and company documents. We found that the cultural dimensions of power distance, individualism/collectivism and masculinity and femininity imact on trust development, relationships and standardization and adaptation. The study highlights the importance of the cultural context in marketing health services. It reveals that respect for the human face and social responsibility in regional development are required to cultivate relationships and to develop trust and networks. The research contributes to international services marketing literature by developing a model of health services marketing from a cultural context. For future study it is suggested a comparison be made between more culturally distant countries to observe how culture influences the development of marketing strategy in international business.
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| 8. |
- Fregidou-Malama, Maria, 1944-, et al.
(författare)
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Impact of culture on marketing of health services : Elekta in Brazil
- 2015
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Ingår i: International Business Review. - : Elsevier BV. - 0969-5931 .- 1873-6149. ; 24:3, s. 530-540
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Tidskriftsartikel (refereegranskat)abstract
- We examine how culture influences the international marketing of health services. This is done by analyzing how culture affects trust, networks and standardization/adaptation and how trust develops and operates in relation to culture, networks and standardization and adaptation. Using qualitative data gathered through semi-structured interviews and researcher observations, we find that the cultural dimensions of power distance, individualism/collectivism and uncertainty avoidance have an impact on trust, network development and standardization/adaptation. This finding helps in deciding what parts of the service to standardize and what to adapt for successful services marketing. We conceptualize three interrelated levels of trust comprising country-, company- and individual trust. This multilevel trust offers an important understanding of how to manage cultural complexity in the international marketing of services. The theoretical model developed based on cultural dimensions can be useful when marketing services in other countries.
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| 9. |
- Fregidou-Malama, Maria, 1944-, et al.
(författare)
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Innovative Marketing Strategy : Multinational Companies in Bangladesh
- 2017
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Ingår i: ICBM 2017. - Dhaka : BRAC University. - 9789843423603 ; , s. 659-659
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Konferensbidrag (refereegranskat)abstract
- This research deals with Marketing of products. We analyzed how adaptation/standardization and network development are achieved when marketing products in Bangladesh as an emerging market. We conducted case studies for data collection in British American Tobacco, Perfetti Van Melle, Tetrapak, and Reckitt Benckiser. Qualitative data have been collected as semi-structured interviews, direct observation and documents. It is argued that renowned global brands with global reputation are seen positively by the customers and the consumers. The study demonstrates that relationships related to the local market are to be adapted to customers´ preferences to develop emotional attachments and networks. The study suggest that a balanced combination of product quality and development of new diversity of products adapted to the needs of the market and the customers establishes trust and networks giving the possibility of success for product providers and the acceptance of products by the local customers. The research contributes to international marketing literature by developing a model of products’ marketing based on trust, network and adaptation/standardization.
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| 10. |
- Fregidou-Malama, Maria, 1944-, et al.
(författare)
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Innovative product marketing strategy : multinational companies in Bangladesh
- 2019
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Ingår i: Journal of Asia Business Studies. - : Emerald Group Publishing Limited. - 1558-7894 .- 1559-2243. ; 13:4, s. 656-671
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Tidskriftsartikel (refereegranskat)abstract
- Purpose: This paper aims to deal with international marketing of products, analyzing how adaptation/standardization and network development are achieved when marketing products in Bangladesh.Design/methodology/approach: By applying a qualitative method, the study was conducted at four multinationals, British American Tobacco, Perfetti Van Melle, Tetrapak and Reckitt Benckiser, operating in Bangladesh. Data were collected through semistructured interviews, direct observation and official documents. The analysis was conducted through construction of themes that were identified from the data set.Findings: The study demonstrates that business relationships related to a local market should be adapted to customer preferences. The research suggests that a balanced combination of product quality and development of new, innovative products adapted to the needs of the market and the customers establishes trust and networks. Cultural and market context were found to influence multinational companies (MNCs)s to standardize the quality of the products and adapt marketing mix components to the needs of consumers.Research limitations/implications: The paper contributes to international marketing literature with a model of product marketing based on context, trust, networks and adaptation/standardization. The model introduces the cultural dimension of femininity/ masculinity and the innovation of products and market structure. The study is limited to one emerging market. Further studies should explore other emerging market economies and MNCs.Practical implications: The results suggest that to meet the challenges of emerging market economies and achieve success, managers should take people and market needs into consideration.Originality/value: This paper extends product marketing literature by presenting a context-based model for MNCs’ product marketing.
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