Multilevel trust in international marketing of healthcare services: A five-country comparative study. Issue 6 (December 2021)

• Record Type: Journal Article
• Authors: Fregidou-Malama, Maria; Hyder, Akmal S.
• Is Part Of: International business review. Volume 30:Issue 6(2021)
• Publication Date: 2021-12
• Subjects: COO -- China -- Multilevel trust -- Marketing strategy -- Russia -- Sweden -- Philippines -- Brazil -- Hong Kong; International business enterprises -- Periodicals; 338.8805
• DOI: 10.1016/j.ibusrev.2021.101895
• Languages: English
• ISSNs: 0969-5931

Abstract

Highlights: International marketing of healthcare services requires development of multilevel trust. Multilevel trust is built at three interrelated levels. Culture and country of origin influence multilevel trust model. Relationships with local actors are important for development of marketing strategy in emerging markets. Abstract: Purpose: This research aims to increase understanding on how multilevel trust is developed as well as how trust levels are interconnected and influence international marketing strategy for healthcare services. Design/Methodology/Approach: A comparative case study approach was applied with Elekta, a Swedish firm, operating in Brazil, the Philippines, China, Russia, and Hong Kong. Findings: The research culminated in a multilevel trust (MLT) model comprised of three levels relating to individuals, company performance, and context. Research implications/limitations: This study offers a context-based multilevel trust model from a process perspective focusing on healthcare. This model can be tested in other service sectors. Practical implications: Managers should consider multilevel trust to boost relationships and achieve local acceptance. Originality/Value: This research contributes to trust theory by constructing a context-based multilevel trust model for international healthcare marketing.