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Toward a Conceptual Framework of Hybrid Strategies in Healthcare: Co-Alignment of Market and Non-Market Activities

In: Service Design Practices for Healthcare Innovation

Author

Listed:
  • Christoph Rasche

    (Universität Potsdam)

  • Nataliia Brehmer

    (Universität Potsdam)

Abstract

The healthcare industry is anything but a free-market forces system due to a high degree of regulation and governmental interference. Healthcare organizations are unable to take full advantage of free-wheeling market strategies, while resisting implementation under rigorous regulatory conditions. For this reason, so called non-market strategies are necessary to gain and sustain corporate advantages. All too often, market strategies (ms) and non-market strategies (nms) are seen as juxtaposing postures, lacking co-alignment. In practice, however, many corporations employ hybrid strategies that are driven by corporate commercial activities and corporate political activities in an integrated fashion. In addition to complementing each other, these adhere to the reasoning of hybrid actions, resulting from hybrid strategies. This paper is a rather conceptual contribution to healthcare management, aiming at developing a holistic framework for hybrid strategies. We describe a complex of management concepts corresponding with hybrid market constellations and hybrid capabilities.

Suggested Citation

  • Christoph Rasche & Nataliia Brehmer, 2022. "Toward a Conceptual Framework of Hybrid Strategies in Healthcare: Co-Alignment of Market and Non-Market Activities," Springer Books, in: Mario A. Pfannstiel & Nataliia Brehmer & Christoph Rasche (ed.), Service Design Practices for Healthcare Innovation, chapter 0, pages 39-57, Springer.
    • Handle: RePEc:spr:sprchp:978-3-030-87273-1_3
    DOI: 10.1007/978-3-030-87273-1_3
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