Date of Conferral

2018

Degree

Doctor of Business Administration (D.B.A.)

School

Business Administration

Advisor

Chad Sines

Abstract

Successful marketing strategies for clinical validation packages not only help laboratories increase the accuracy and efficiency of testing, but also facilitate clinical quality awareness and collaboration. False diagnosis and inefficiency in healthcare can be costly, and managers in diagnostic instrument manufacturing organizations need strategies to promote validation packages to help laboratories reduce errors leading to inappropriate treatment. The purpose of this single case study was to explore strategies business development managers use to integrate dynamic capabilities for marketing instrument validation packages aimed to increase clinical laboratory quality and test accuracy. The conceptual framework was Teece's concept of dynamic capabilities. The data collection process involved semistructured interviews with 4 business development managers from a diagnostic instrument manufacturing organization in the western United States who had successfully marketed validation packages. Analysis of the audio recordings, notes from the interviews, and marketing flyers yielded 1 overarching theme, collaboration of cross-functional teams, and 4 subthemes: integration, effectiveness, partnership, and profitability. The results suggested dynamic capabilities created value for validation packages, differentiated the products and services from those from the competitors, and increased customer satisfaction and profitability. The implications for positive social change include the potential to promote validation packages to clinical laboratories and raise awareness of laboratory quality, leading to improved healthcare outcomes.

Download

Share

 
COinS