Purpose: The purpose of this paper is to examine the relationship between country-of-origin (COO) and brand positioning in the context of the high-involvement service of health care. This paper compares and analyzes different positioning strategies used in Europe, North America and the Middle...

Purpose: Hospitals catering to the unique needs of international patients often make substantial investments in their international program. Research has yet to evaluate the return on investment (ROI) of establishing these programs. The purpose of this paper is to quantify the economic benefits...

He future of healthcare : global trends worth watching -- Introduction -- How innovations emerge and spread -- The changing nature of health information -- Traveling for value -- The changing nature of healthcare demand in a global context -- The growing mobility of health professionals --...