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| 2. |
- Sartelli, Massimo, et al.
(author)
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Ten golden rules for optimal antibiotic use in hospital settings: the WARNING call to action
- 2023
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In: WORLD JOURNAL OF EMERGENCY SURGERY. - 1749-7922. ; 18:1
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Research review (peer-reviewed)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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| 3. |
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| 4. |
- Fregidou-Malama, Maria, 1944-, et al.
(author)
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Does national culture influence organizational culture across contexts? : Elekta in Greece
- 2018
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In: IMP ASIA - The eight meeting of the IMP Group in Asia. - : Industrial Marketing and Purchasing Group.
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Conference paper (peer-reviewed)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.
(author)
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Health care services marketing in a cross-cultural context : Elekta in Brazil
- 2011
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In: The Impact of Globalization on Networks and Relationship dynamics.
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Conference paper (peer-reviewed)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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| 6. |
- Fregidou-Malama, Maria, 1944-, et al.
(author)
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Health Services Marketing in a Cross-Cultural Context : Elekta in India
- 2015
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In: Proceedings of International Conference on Social Media, SEO & Marketing Strategies. ; , s. 29-
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Conference paper (peer-reviewed)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.
(author)
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Health services marketing in India : the relevance of the cultural context
- 2016
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In: IMP ASIA in Africa. - : Industrial Marketing and Purchasing Group. ; , s. 22-
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Conference paper (peer-reviewed)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.
(author)
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Impact of culture on marketing of health services : Elekta in Brazil
- 2015
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In: International Business Review. - : Elsevier BV. - 0969-5931 .- 1873-6149. ; 24:3, s. 530-540
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Journal article (peer-reviewed)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.
(author)
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Innovative Marketing Strategy : Multinational Companies in Bangladesh
- 2017
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In: ICBM 2017. - Dhaka : BRAC University. - 9789843423603 ; , s. 659-659
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Conference paper (peer-reviewed)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.
(author)
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Innovative product marketing strategy : multinational companies in Bangladesh
- 2019
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In: Journal of Asia Business Studies. - : Emerald Group Publishing Limited. - 1558-7894 .- 1559-2243. ; 13:4, s. 656-671
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Journal article (peer-reviewed)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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| 11. |
- Fregidou-Malama, Maria, 1944-, et al.
(author)
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International marketing strategy of emerging market firms: the case of Bangladesh
- 2023
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In: Journal of Asia Business Studies. - : Emerald. - 1558-7894 .- 1559-2243. ; :4, s. 804-823
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Journal article (peer-reviewed)abstract
- PurposeThis study aims to increase understanding of factors influencing the international marketing (IM) strategy of products from emerging markets (EMs) to international markets.Design/methodology/approachThis study conducted case studies by collecting qualitative data through semistructured interviews with respondents from four food product companies in Bangladesh.FindingsThis study finds that the firms employ local Bangladeshi people who are knowledgeable in the company culture. They strategically focus on countries where the Bangladeshi diaspora lives and initially target them, approaching natives later. They adapt and customize products to the importers’ requirements to make them visible and increase understanding between product providers and local customers. The findings show that EM firms encounter a mentality that poor countries produce poor quality products; this mindset makes the internationalization of their business difficult.Research limitations/implicationsThis research contributes to international product marketing of EM firms by constructing a model of a modern people-oriented marketing strategy for food products. This study contributes to literature on culture by illustrating that the cultural dimensions of collectivism and uncertainty avoidance enhance the development of networks and trust and impact marketing strategy.Originality/valueThis study theorizes the importance of context and an innovation-driven modern people-oriented IM strategy that adapts to customers’ preferences for food products and emphasizes the contribution of diaspora. This research reveals that Bangladeshi firms face challenges both because customers link the country and the companies to low-quality products and because governmental regulations prevent them from establishing a local presence in other countries. This study analyzes challenges EM firms face in the process of IM and the factors affecting Bangladesh in particular.
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| 12. |
- Fregidou-Malama, Maria, 1944-, et al.
(author)
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Multilevel trust in international marketing of healthcare services : A five-country comparative study
- 2021
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In: International Business Review. - : Elsevier. - 0969-5931 .- 1873-6149. ; 30:6
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Journal article (peer-reviewed)abstract
- Purpose: This research aims to increase understanding on how multilevel trust is developed as well as how trust levels are interconnected and influence international marketing strategy for healthcare services. Design/Methodology/Approach: A comparative case study approach was applied with Elekta, a Swedish firm, operating in Brazil, the Philippines, China, Russia, and Hong Kong. Findings: The research culminated in a multilevel trust (MLT) model comprised of three levels relating to individuals, company performance, and context. Research implications/limitations: This study offers a context-based multilevel trust model from a process perspective focusing on healthcare. This model can be tested in other service sectors. Practical implications: Managers should consider multilevel trust to boost relationships and achieve local acceptance. Originality/Value: This research contributes to trust theory by constructing a context-based multilevel trust model for international healthcare marketing.
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| 13. |
- Fregidou-Malama, Maria, 1944-, et al.
(author)
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The paradox of globalization: exploitation or empowerment of women?
- 2022
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In: The paradox of globalization: exploitation or empowerment of women?.
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Conference paper (peer-reviewed)abstract
- This study analyzes the Paradox of Globalisation. We investigate if Globalisation leads to empowerment or to exploitations of women. Research show globalization contributes to higher incomes for less developed economies, democratizes institutions, cultivates cultural richness and develops employment for women. Additionally, there are negative effects of globalization if the cultural context of people is not considered and globalization is controversial. We view the paradox of globalization as twofold having consequences on women empowerment and exploitation. It is assumed gender equality can improve women conditions and opportunities, advances their careers and enhances participation in democratic decision-making, by giving freedom of speech to all about problems in factory work. Based on a study from Bangladesh garment industry we analyze the influence of globalization on women empowerment. We conducted a qualitative study and structured interviews with 39 women workers in six factories and use a grounded theory approach to analyse the data. Preliminary results of the study show contextual factors affect the working conditions of women in the factories negatively. Female workers are not satisfied with the salaries they get, they are not allowed to use the money they earn by themselves and they do not have the possibility to participate in decision-making and advance in careers. The paradox is female workers still can support their families and their children and got the possibility to buy more and healthier food. The study suggests if institutional factors are considered, globalization can make a positive contribution by empowering women and improving the quality of decision-making.
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| 14. |
- Fregidou-Malama, Maria, 1944-, et al.
(author)
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Why Microfinance in Rich Developed Countries?
- 2019
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In: ICBM 2019 2nd International Conference on Business and Management. - Dhaka : BRAC University. - 9789843443540 ; , s. 795-
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Conference paper (peer-reviewed)abstract
- This research deals with the influence of microfinance/microcredits on business development analyzing how micro finances affect establishment of small enterprises in Sweden. For the analysis, the following research questions were addressed: How do small enterprises get access to microfinances and what kind of businesses are established through microfinances? Microcredit means giving entrepreneurs access to financial resources to borrow a small amount of money to invest in income generating business activities context related. A model of microcredit was developed to lend money to the poor for business entrepreneurship. Access to microfinance can facilitate poverty reduction and incorporate economic and social development. Relationship based lending is affected by cultural and social context. Multiple case studies were applied for data collection from two small enterprises in Gothenburg, Sweden and a microfinance institution in Sweden. Qualitative data was collected in form of semi-structured interviews. Direct observation and documents were also used as data source. The study shows that microfinance contributes to development of sustainable enterprises and generates employment for people. The research shows that microfinance leads to sharing risks and financing projects in social enterprises, cooperative business and associations. It provides people with social networks, enhances their independence, empowers them and improves the quality of their life by generating incomes. It is important for the microfinance institutions to get recognition as important actors in the financial sector to succeed. The research contributes to the literature and theories of microfinances by developing a model about microfinances in developed countries. The limitation of the study is that we had studied only two small enterprises in a developed country. We suggest comparative studies on the influence of microfinance on business development and women empowerment between emerging economies and developed countries or between developed countries.REFERENCES [1] C. Fouillet, M. Hudon, B. Harris-White and J. Copestake, “Micorfinance studies: Introduction and overview,” Oxford Development Studies, Vol. 41, No. 1, 2013, pp. 1-16. [2] K. Burzynska and O. Berggren,“ The impact of social beliefs on microfinance performance,” Journal of International Development, Vol. 27, No. 7, 2014, pp.1074-1097. [3] M. Yunus, “Building social business: The new kind of capitalism that serves humanity’s most pressing needs,” The University press Limited: Bangladesh, 2010. [4] M. Yunus, “banker to the poor: The autography of Muhammad Yunus, founder of Grameen Bank,” The University press Limited: Bangladesh, 1998.
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| 15. |
- Hyder, Akmal S, 1952-, et al.
(author)
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Health care services marketing of Swedish innovation : A comparative study
- 2016
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In: Thriving in a new world economy. - Cham, Switzerland : Springer. - 9783319241487 - 9783319241463 ; , s. 318-324
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Conference paper (peer-reviewed)abstract
- This paper deals with a comparative study between Brazil, China and Philippines on services marketing. By focusing on culture, standardization/adaptation, trust and network, attempt is made to illustrate how impact of service characteristics can be handled to smooth marketing of health care services internationally. Data has been collected through face-to-face semi-structured interviews with 21 respondents from Brazil, China, Philippines and Sweden. The result shows that culture has much effect on the operations of Elekta Philippines and China while Brazilian establishment is run by following general marketing practices. Standardization has been common regarding treatment and service quality but some adaptation has taken place in Philippines to treat new diseases not included in the Gamma knife tradition. Trust is found necessary in all the cases but has been built in different ways. In China, guanxi has been used to develop informal relationships with the customers to ensure trust. Trust in Philippines is developed by recruiting relatives and friends and relying on experience in work with old Gamma knife facility. In Brazil, long-term relationships with the customers have been stressed and are built on understanding, business facts, competence and customers' access to Elekta reference centers.
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| 16. |
- Hyder, Akmal S., 1952-, et al.
(author)
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Is context important in healthcare marketing? : A comparison between developed and emerging markets
- 2018
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In: IMP ASIA - The eight meeting of the IMP Group in Asia.
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Conference paper (peer-reviewed)abstract
- Context has been discussed in international business relating to marketing. We argue that understanding context is important in healthcare marketing as it deals with a complex issue of human health and comfort. This paper explores how service providers confront with contextual complexity and deal with marketing of healthcare services in developed and emerging markets. Four case studies have been conducted on a Swedish multinational firm operating in two developed and two emerging markets. By applying a qualitative method, data was collected through interviews, observations and secondary materials like annual reports and firm documents. A theoretical framework based on context, trust and network has been used to conduct the study. Operations in both developed and emerging markets emphasized individual and organizational trust but country level trust was only recognized in the emerging markets. In the developed market, the local customers emphasized on the written agreements. In contrast, emerging market customers put emphasis on informal relationship and considered agreements more as guidelines. Network development was highlighted in both developed and emerging markets to get competence and access to right partners.
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| 17. |
- Hyder, Akmal S., 1952-, et al.
(author)
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Is health services marketing needed in emerging markets?
- 2016
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In: IMP ASIA in Africa. - : Industrial Marketing and Purchasing Group. ; , s. 28-
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Conference paper (peer-reviewed)abstract
- 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, a 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 EMs based on three levels. The macro level deals with infrastructural factors, while the micro level reflects on the marketing process. The meso level, reflecting the local culture, is interconnected with the other two levels.
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| 18. |
- Hyder, Akmal S., 1952-, et al.
(author)
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Services marketing in a cross-cultural environment : the case of Egypt
- 2009
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In: Journal of Services Marketing. - : Emerald. - 0887-6045. ; 23:4, s. 261-271
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Journal article (peer-reviewed)abstract
- Purpose - The purpose of this study is to analyze how adaptation/standardization, trust and network development are achieved when marketing services in a culturally distant country through handling the problems of intangibility and heterogeneity. Design/methodology/approach - Qualitative data are collected in the form of unstructured interviews and direct observation to conduct a single case study on Gamma Knife. Findings - Adaptation/standardization plays the central role in internationalization of services marketing. For service development and quality maintenance, values and ideas of the foreign company dominate the adaptation (i.e. standardization), while market-related adaptation is carried out in response to local culture and practices. Research limitations/implications - The research is based on a single case. Future research can involve similar in-depth study examining how internationalization of services works in culturally distant countries, the results of which can be compared with the current study. Practical implications - In international services marketing, in addition to meeting formal and official requirements, managers must concentrate on building trust and informal contacts. Originality/value - The research uses an empirical illustration to provide a model on internationalization of services marketing based on adaptation/ standardization, trust and network, to overcome intangibility- and heterogeneity-related difficulties. © Emerald Group Publishing Limited.
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