Issue 4, 2011

Panibratov A. Yu., Latukha M. O. International Clinic: Is It Possible to Be the Russian Healthcare Sector Leader? (Case Study).

International Clinic, a leading Russian clinic operating in the premium segment of the Saint Petersburg medical services market, having successfully survived through the stage of growth and establishment of a strong competitive standing, was challenged by the fact that the ensuing attempt to come as close as possible to world standards (in both therapy and management) failed to result in increase of the firm competitive ability (regarding both provision of services to patients and work with the personnel). Finding themselves in a situation requiring to take a series of strategic decisions on further development, the Clinic management encountered a number of new managerial tasks related to marketing and work with the personnel. Keywords: Strategy, Healthcare Sector, Marketing, Human Resource Policy.

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