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Information × Registration Number 2120U000909, Article popup.category Стаття Title popup.author Міщук А.А.Боєнко О.Ю. popup.publication 01-01-2020 popup.source_user Донецький національний університет імені Василя Стуса popup.source https://r.donnu.edu.ua/handle/123456789/2826 popup.publisher Вінниця: ДонНУ імені Василя Стуса Description Стаття у науковому виданні Економiка i органiзацiя управлiння •№ 1 (37) 2020 ДонНУ імені Василя Стуса The subject of the study is a typology of marketing competitive strategies for healthcare organizations operating in the healthcare market. The article describes general approaches to the formation of M. Porter's competitive strategies, on the basis of which groups of healthcare organizations are identified, in which it is possible to use basic competitive strategies – cost leadership, differentiation, focus. The author interpreted M. Porter's generic strategies for health care organizations on the basis of a study of the conceptual structure of competition in the health care market and identified the main strategies based on three competitive advantages - quality of healthcare services, improvement of the process of creating healthcare services, differentiation of healthcare services. Criteria for organizing and grouping competitive marketing strategies for healthcare organizations are proposed: cost orientation, focus on service quality, consumer oriented. The developed classification is based on the study of different models of competition and considers the peculiarities of the medical field. Separately, the author focuses on comparing «Red ocean» and «Blue ocean» strategies and examines the possibilities of introducing streamlined database technology (blockchain) in developing competitive strategies for health care organizations. The advantages of the combination of Blue ocean strategy and blockchain technology are substantiated in the article. popup.nrat_date 2025-01-09 Close