Cross-Border Health Care Services as Inward Internationalization

Purpose: The research aimed at investigating the pre-conditions and the decision-making process by which physician-entrepreneurs adopt CBHCS as part of their business. Method: The study uses the case method of investigation. Main results: Results showed that, in the cases studied, international experience and international networking are relevant characteristics of the physician-entrepreneur, besides country reputation, cultural and language similarities, and physician reputation. In addition, the decision processes of the physician-entrepreneurs in these organizations are based on an effectual logic. The offer of cross-border health care services was a combination of given means and contingencies, which helped the entrepreneurs to discover, or to create, the opportunity, and then develop it. Relevance/originality: The research combines the literatures on effectuation and inward internationalization to study the decision-making process of adopting CBHCS by medical clinics. Theoretical contributions: The study contributes to the literature by identifying certain pre-conditions and providing an in-depth analysis of the use of effectual logic by physician-entrepreneurs in their decision-making process of adopting CBHCS.

A meta-synthesis of qualitative country reputation in search of building theory

Objetivo do estudo: O objetivo deste estudo interdisciplinar é teorizar a reputação de país usando a meta-síntese de estudo de caso como síntese de acumulação de conhecimento.Metodologia: Essa pesquisa adotou a abordagem de Hoon (2013) sobre meta-síntese de estudos de caso para analisar o acúmulo de conhecimento sobre a reputação dos países.Contribuições Teóricas e Metodológicas: A Figura 1. Etapas metodológicas da meta-síntese foram criadas com a apresentação das oito etapas do protocolo para orientar pesquisadores e profissionais. Dessa forma, a literatura foi concedida com contribuições teóricas e metodológicas sobre o entendimento aprofundado do construto reputação de país.Principais Resultados: Embora os métodos quantitativos predominem na literatura sobre a reputação de país, os estudos qualitativos representam uma escolha robusta para a construção da teoria, com a abordagem de meta-síntese. Sendo assim, a Figura 2. Framework da gestão da reputação de país foi proposta por meio da identificação de três condições principais, como (i) pesquisa sobre os atributos do local focados em seus impactos na sociedade; (ii) plano estratégico baseado na reputação percebida do local; e (iii) iniciativas governamentais para elaboração de políticas públicas.Relevância / Originalidade: Este é o primeiro estudo que aplica a meta-síntese de estudos de caso para teorizar a reputação de país.Implicações Sociais: A consolidação da teoria da reputação de país pode ajudar a desenvolver uma visão integrada para impactar as atividades econômicas perante a reputação global, com oportunidades para geração de negócios, renda do turismo e novas perspectivas de desenvolvimento social para um país, suas cidades e regiões. Como a marca de um país é uma ferramenta estratégica para os governos melhorarem sua reputação, os resultados podem possibilitar que as instituições responsáveis justaponham nosso modelo de framework de gestão para planejar, executar e monitorar estratégias por meio de parcerias públicas e/ou privadas.

Exploring the impacts of national image, service quality, and perceived value on international tourist behaviors: A Nepali case

The dominant paradigm on tourist behaviors depicts a sequential relationship among image, quality, satisfaction, and post-purchase behavior while the alternative view argues that consumer behaviors are better understood through perceived value. Using Nepal as a case, we tested a synthetic model of tourist behaviors and applied the Fombrun-RI Country Reputation Index (CRI) that was developed in the field of nation branding to measure destination image, an elusive concept in tourism literature since long. Structural Equation Modeling (SEM) shows that the data largely supported the model, and national image has impacts on tourist behaviors. However, service quality is not a significant predictor of tourist behaviors. This corroborates the argument that perceived value is a better way to analyze tourist behaviors. The research has practical implications for nation branding programs in the less-developed nations.

DEVELOPMENT OF ADVERTISING CAMPAIGN OF HIGHER EDUCATION INSTITUTIONS AND EVALUATION OF ITS EFFECTIVENESS

The aim of the article is to analyze and develop an algorithm for organizing advertising campaigns in higher education institutions. Methodology. The research methodology is based on socio-communicative, informational approaches, which enabled scientific understanding of the essence, tasks, main components of the process of developing an advertising campaign for higher education institutions and evaluating its effectiveness. Results. Today we can state that there are significant changes in the field of higher education: competition among higher education institutions has intensified, new specialties have emerged and, most importantly, entrants and their parents have become more serious in terms of quality of education, orientation to the modern labor market. educational environment, psychological and emotional comfort. Undoubtedly, an important factor in the prestige of higher education, its status in the educational system of the city and country, reputation, image, prestige – intangible assets of the university – are becoming increasingly important and require action to strengthen and develop them. Dividends in the effective management of the advertising campaign will be – brand recognition, high competition, stability. Summing up, I would also like to draw attention to some aspects of the technology of organizing advertising campaigns and their documentary support. The expediency of starting work on the project to develop a concept and create the actual text of the project, which spells out: goals, objectives, portrait of the target audience, activities, resources (financial, personnel, technical), deadlines, preliminary performance evaluation, etc. The effectiveness of an advertising campaign depends on a number of factors. Corporate communications specialists should prepare a draft advertising campaign, present and discuss the idea and progress of the project with the administration of higher education. Based on the results of advertising campaigns, it is necessary to evaluate their effectiveness and compile detailed reports, do "work on errors", adjust / replenish partner bases. Qualitative maintenance of project documentation emphasizes the level of professional competence of specialists. All this helps to structure and identify the effectiveness of advertising campaigns of higher education institutions.