Product lines in a complex marketplace: Matching organizational strategy to buyer behavior

Product-line strategy should be developed in relation to markets. This article focuses on designing product-line strategy in relation to four purchaser types: (1) traditional purchasers, (2) motivated purchasers, (3) HMO-type purchasers, and (4) PPO-type purchasers. In many cases, product-line strat...

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Bibliographic Details
Published in:Health care management review 1990, Vol.15 (2), p.9-14
Main Authors: Zelman, William N., McLaughlin, Curtis P.
Format: Article
Language:English
Subjects:
Buyers
Choice Behavior
Community Participation - psychology
Contract Services
Health care delivery
Health maintenance organizations
Health Maintenance Organizations - economics
HMOs
Hospital Administration - organization & administration
Market segmentation
Market strategy
Marketing of Health Services - organization & administration
Preferred Provider Organizations - economics
Product Line Management - organization & administration
Product lines
Product management
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Summary:Product-line strategy should be developed in relation to markets. This article focuses on designing product-line strategy in relation to four purchaser types: (1) traditional purchasers, (2) motivated purchasers, (3) HMO-type purchasers, and (4) PPO-type purchasers. In many cases, product-line strategy may have to adopt various combinations of the above.
ISSN:0361-6274
1550-5030
DOI:10.1097/00004010-199001520-00005