Market orientation of Dutch hospitals

Abstract

This paper states that external orientation of Dutch hospitals consist of an institutional orientation and a market orientation. The paper describes how we developed an instrument to measure the external orientation of hospitals. The results are based on a cross-sectional survey. Not only the level of external orientation, market orientation and institutional orientation are described. Also the relationship between assumed influencing factors on market orientation is analysed, as well as the assumed influence of market orientation on some performance indicators of hospitals.