Essays about: "Stefan Gutehall"

Found 1 essay containing the words Stefan Gutehall.

  1. 1. Health Services Marketing in a Cross-Cultural Environment: Elekta in Hong Kong

    University essay from Avdelningen för ekonomi

    Author : Stefan Gutehall; [2013]
    Keywords : Services marketing; Internationalization; Hong Kong; Culture; Adaptation; Standardization;

    Abstract : Aim: The aim of this research is to explore how the process variables adaptation/standardization, trust and networks are utilized when handling the service characteristics heterogeneity and intangibility when services are introduced in new culture, in this case in Hong Kong. Method: The method chosen for the study was case study and primary qualitative data collection was made through semi-structured interviews with seven key persons at Elekta. READ MORE