Sustainable Rural Healthcare and Social Franchisee Selection:An India study

Sivakumar, Alur and Schoormans, Jan P L (2011) Sustainable Rural Healthcare and Social Franchisee Selection:An India study. Journal of Medical Marketing: Device, Diagnostic and Pharmaceutical Marketing, 11 (3). pp. 230-236.

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Geographical isolation, unavailable healthcare professionals, and insufficient government investments in healthcare severely constrain health services access in rural Bottom of the Pyramid markets. Social franchising offers a solution to this issue. It combines commercial franchising principles with social marketing to offer a sustainable business model for expanding healthcare access. Clinical franchising within social franchising is crucial in providing medical services. In this article, we put forth an argument for considering franchisee selection as a key ingredient in clinical franchising success. An exploratory study in India on social franchising among social enterprises and its results are also presented.

Item Type: Article
Uncontrolled Keywords: Franchise Selection; Rural BoP Market; Social Franchising; Sustainable Healthcare
Subjects: Marketing
Divisions: Marketing Management
Depositing User: Mr. Muralidhara D
Date Deposited: 10 Dec 2018 14:42
Last Modified: 14 Feb 2019 08:53

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