NHS Trust joint ventures: a relationship marketing perspective. (2nd November 2004) - Gray, Keith E.
Data was gathered on 173 NHS Trust hospitals in England (47% response rate). The aim was to identify the determinants of NHS Trust hospitals' selection of joint venture partners in delivering clinical services. The methodological perspective is the relationship marketing paradigm, given evidence that NHS contracting is predominantly relational-oriented. Survey data was analysed using LOGIT modelling techniques. This enabled testing of two hypotheses, i.e. identification of those factors determining selection of joint venture partners amongst other NHS Trusts and private sector hospitals. The results indicate the importance of a number of relationship marketing elements in determining partner selection. Moreover, evidence shows key differences in the determinants of partner selection, dependant upon whether a public-public or public-private partnership is considered. The paper also makes some suggestions regarding the effects of strategic alliance partner selection upon the performance of NHS marketing resources and NHS Trusts' organisational performance.