Designing and validating an agile financial marketing capability model for the development of the health tourism industry after Covid-19

الموضوعات :

Anoosh Omidi ¹ (Department of Management, Torbat-e-Heydareih, Islamic Azad University Torbat-e-Heydareih, Iran)
Alireza Pooya ² (Faculty of Economics and Administrative sciences, Ferdowsi University of Mashhad (FUM), Mashhad, Iran.|Visiting Professor, Department of Management, Torbat-e-Heydariyeh Branch, Islamic Azad University, Torbat-e-Heydariyeh, Iran)
Hadi Bastam ³ (Business Management, Tabaran Institute of Higher Education, Mashhad, Iran)
Ali Hosseinzadeh ⁴ (Assistant Professor of Management, Torbat Heydariyeh Branch, Islamic Azad University, Torbat Heydariyeh, Iran)

تاريخ الإرسال : 03 الإثنين , ربيع الثاني, 1443 تاريخ التأكيد : 15 الأحد , جمادى الأولى, 1443 تاريخ الإصدار : 05 السبت , ربيع الأول, 1444

الکلمات المفتاحية: COVID-19, Agile Financial Marketing, health tourism, Financial Evaluation,

ملخص المقالة :

Today, health tourism is a growing phenomenon, especially in developing countries, which has been greatly affected by the Covid 19 crisis. After overcoming this crisis and re-competing in this industry, our country also needs to develop capabilities. Take your marketing step and move towards being financially agile. Agility, or the ability to adapt quickly and in a timely manner to changing international markets at low cost and high added value, is therefore cost-effective. The present study was conducted with the exploratory mixed research method and the purpose of designing and validating the agile financial marketing capability model in the health tourism industry in Iran. The statistical population includes health tourism industry experts and prominent professors in the field of finance who have worked in medical centers that provide health tourism services. The research findings led to the identification of 14 main concepts that were presented in the form of a paradigm model and the central category of agile financial marketing capabilities (specialized and structural capabilities) was empirically examined with real data and confirmed.

المصادر:

[1] Aliakbari, E., Marsousi, N., Jalalabadi, L., Compilation and Priority Assessment of Scenarios Affecting the Future of Sustainable Tourism in Kerman with the Futures Studies Approach, Tourism Management Studies, 2020, 15(50), P. 35-60. Doi: 10.22054/tms.2020.33013.1953

 [2] Alford, P., Marketing technology for adoption by small business, Service Industries Journal, 2015, 35, P.11-12. Doi: 10.1080/02642069.2015.1062884.

[3] Allen, S., 2019 global health care outlook, www.deloitte.com, 2019.

[4] Asseraf, Y., Lages, L. F., Shoham, A., Assessing the drivers and impact of international marketing agility. International Marketing Rev, 2019, 36(5), Doi: 10.1108/IMR-12-2017-0267

[5] Barney, J., Firm resources and sustained competitive advantage. Journal of Management, 1991, 17(1), P. 99–120. Doi: 10.1177/014920639101700108

[6] Bhattacharyya, S.M., Medical tourism: role of telemedicine, www.asianhhm.com, 2020.

[7] Boudet, J., Jonathan, G., Brian, G., Jesko, P., Kelsey, R., How Marketing Leaders Can Both Manage the Coronavirus Crisis and Plan for the Future, McKinsey, 2020.

[8] Chakravarty, A., Grewal, R., Sambamurthy, V., Information technology competencies, organizational agility, and frm performance: Enabling and facilitating roles. Information Systems Research, 2013, 24(4), P. 976–997. Doi: 10.1287/isre.2013.0500

[9] Chen, Y., Wang, Y., Nevo, S., Benitez-Amado, J., Kou, G., IT capabilities and product innovation performance: The roles of corporate entrepreneurship and competitive intensity. Information & Management, 2015, 52(6), P. 643–657.

[10] Cheng, C., Zhong, H., Cao, L., Facilitating speed of internationalization: The roles of business intelligence and organizational Resilience. Journal of Business Research, 2020, 110, P.95-103. Doi: 10.1016/j.jbusres.2020.01.003

[11] Day, G., Closing the Marketing Capabilities Gap, Journal of Marketing, 2011, 75(4), P. 183–95. Doi: 10.1509/jmkg.75.4.183

[12] Dehghan, R., Reshadatjoo, H., Talebi., K., Dargahi, H., Iran Health Tourism' Strategic Analysis in Corona Situation, payavard, 2021, 14(6), P. 519-534, URL: http://payavard.tums.ac.ir/article-1-7051-fa.html

[13] Dolnicar, S., Zare, S., COVID19 and Airbnb –Disrupting the Disruptor, Annals of Tourism Research, 2020, Doi: 10.31235/osf.io/t9n6q.

[14] Dibachi, H., Behzadi, M.H., Izadikhah, M., Stochastic Modified MAJ Model for Measuring the Efficiency and Ranking of DMUs, Indian Journal of Science and Technology, 2015, 8(8), P. 1-7, Doi: 10.17485/ijst/2015/v8iS8/71505

[15] Dibachi, H., Behzadi, M.H., Izadikhah, M., Stochastic multiplicative DEA model for measuring the efficiency and ranking of DMUs under VRS technology, Indian Journal of Science and Technology, 2014, 7 (11), P. 1765–1773. Doi: 10.17485/ijst/2014/v7i11.19

[16] Elsharnouby, T., Elbanna, S., Change or perish: Examining the role of human capital and dynamic marketing capabilities in the hospitality sector. Tourism Management. 2021, 82, P.104184. Doi: 10.1016/j.tourman.2020.104184.

[17] Falasca, M., Zhang, J., Conchar, M., Li, L., The impact of customer knowledge and marketing dynamic capability on innovation performance: an empirical analysis. Journal of Business Industrial Marketing, 2017, 32(2), P. 901–912. Doi: 10.1108/JBIM-12-2016-0289

[18] Fang, E., Zou, S., Antecedents and consequences of marketing dynamic capabilities in international JVs. Journal of International Business Studies, 2009, 40, P.742-761. Doi: 10.1057/jibs.2008.96.

[19] Maithreyi, S., Jaclyn, G., How Global 500 companies are utilizing their resources and expertise during the Coronavirus pandemic, https://fortune.com, 2020.

[20] Golgeci, I., Arslan, A., Dikova, D., Gligor, D.M., Resilient agility in volatile economies: Institutional and organizational antecedents, Journal of Organizational Change Management, 2019, 33(1), P. 100-113. Doi: 10.1108/JOCM-02-2019-0033

[21] Gomes, E., Sousa, C. M., Vendrell-Herrero, F., International marketing agility: Conceptualization and research agenda, International Marketing Review, 2020, 37(2), P. 261–272. Doi: 10.1108/IMR-07-2019-0171

[22] Guo, H., Xu, H., Tang, C., Liu-Thompkins, Y., Guo, Z., Dong, B., Comparing the impact of diferent marketing capabilities: Empirical evidence from B2B firms in China, Journal of Business Research, 2018, 93, P. 79–89, Doi: 10.1016/j.jbusres.2018.04.010

[23] Hagen, B., Zucchella, A., Ghauri, P.N., From fragile to agile: marketing as a key driver of entrepreneurial internationalization. International Marketing Review, 2019, 36(5), P. 260–288. Doi: 10.1108/IMR-01-2018-0023

[24] Hair, J.F., Black, W.C., Babin, B.J., Anderson, R.E., Multivariate data analysis, Pearson; 7th edition, 2009.

[25] Herrick M.D., Medical Tourism: Global Competition in Health Care, National Center for Policy Analysis, Dallas, US. NCPA Policy Report, 2007, 34, P. 1-40, Doi: pub/st/st304

[26] Homburg, C., Theel, M., Hohenburg, S., Marketing Excellence: Nature, Measurement, and Investor Valuations, Journal of Marketing, 2020, 84 (4), P. 1–22. Doi: 10.1177/0022242920925517

[27] Izadikhah, M., Farzipoor Saen, R., Ranking sustainable suppliers by context-dependent data envelopment analysis. Ann Oper Res, 2020, 293, P. 607–637, Doi: 10.1007/s10479-019-03370-4

[28] Izadikhah, M., Azadi, M., Shokri Kahi, V., Farzipoor Saen, R., Developing a new chance constrained NDEA model to measure the performance of humanitarian supply chains, International Journal of Production Research, 2019, 57(3), P. 662-682, Doi: 10.1080/00207543.2018.1480840

[29] Izadikhah, M., Using goal programming method to solve DEA problems with value judgments, Yugoslav Journal of Operations Research, 2016, 24 (2), P. 267–282. Doi: 10.2298/YJOR121221015I

[30] Jamei, R. Investigating the Mathematical Models (TOPSIS, SAW) to Prioritize the Investments in the Accepted Pharmaceutical. Advances in Mathematical Finance and Applications, 2020, 5(2), P. 215-227. Doi: 10.22034/amfa.2020.1880616.1312

[31] Kalaignanam, K., Tuli, K.R., Kushwaha, T., Lee, L., Gal, D., Marketing Agility the Concept, Antecedents, and a Research Agenda. Journal of Marketing, 2021, 85(1), P. 35-58. Doi:10.1177/0022242920952760

[32] Kiakojuri, H., Nasimi, M., Taghi Pourian, M., Ghanbarzadeh, Q., Provide a competitive advantage model for the health tourism business in post-Corona by using meta-combination technique. Journal of International Business Administration, 2021, 3(4), P. 45-66. Doi: 10.22034/jiba.2020.40311.1460

[33] Khodadad Hosseini, S., Moshabaki, A., Khoddami, S., Designing a Market Performance Model Based on the Marketing Dynamic Capabilities with Operational Agility Approach. Management Research in Iran, 2021, 19(3), P. 83-112. Dor: 20.1001.1.2322200.1394.19.3.4.6

[34] Khoddami, S., Osanlou, B., Survey achievement of customer agility based on mass customization strategy. New Marketing Research Journal, 2014, 4(3), P. 39-54.

[35] Lobo, F., Industry 4.0 – manufacturing and the future of medical things, www.asianhhm.com, 2020.

[36] Lemon, K.N., Verhoef, P.C., Understanding Customer Experience Throughout the Customer Journey. Journal of Marketing, 2016, 80(6), P. 69–96. Doi: 10.1509/jm.15.0420

[37] Lemon, K.N., Peter, C.V., Understanding Customer Experience and the Customer Journey, Journal of Marketing, 2016, 80 (6), P. 1–62. Doi: 10.1509/jm.15.0420

[38] Li, X., Goldsby, T.J., Holsapple, C.W., Supply chain agility: scale development. The International Journal of Logistics Management, 2009, 20(3), P. 408–424. Doi: 10.1108/09574090911002841

[39] Lu, Y., Ramamurthy, K., Understanding the link between information technology capability and organizational agility: An empirical examination. MIS Quarterly, 2011, 35(4), P. 931–954. Doi: 10.2307/41409967

[40] Mainardes, E.W., Cisneiros, G.P.d.O., Macedo, C.J.T., Durans, A.d.A., Marketing capabilities for small and medium enterprises that supply large companies, Journal of Business & Industrial Marketing, 2021, Doi: 10.1108/JBIM-07-2020-0360

[41] Mandal, S., An examination of the importance of big data analytics in supply chain agility development: A dynamic capability perspective. Management Research Review, 2018, 41(10), P. 1201–1219. Doi: 10.1108/MRR-11-2017-0400

[42] Merrilees, B., Rundle-Thiele, S., Lye, A., Marketing capabilities: Antecedents and implications for B2B SME performance. Industrial Marketing Management, 2011, 40(3), P.368–375. Doi: 10.1016/j.indmarman.2010.08.005

[43] Moorman, C., Making the Most of Your Marketing Team During COVID-19, https://www.forbes.com, 2020.

[44] Morgan, N., Anderson, E.W., Mittal, V., Understanding firms’ customer satisfaction information usage. Journal of Marketing, 2005, 69, P. 131–151. Doi: 10.1509/jmkg.69.3.131.66359

[45] Morgan, N.A., Vorhies, D.W., Mason, C.H., Market orientation, marketing capabilities and firm performance. Strategic Management Journal, 2009, 30(8), P. 909–920. Doi: 10.1002/smj.764

[46] Nemkova, E., The impact of agility on the market performance of born-global frms: An exploratory study of the ‘Tech City’ innovation cluster. Journal of Business Research, 2017, 80, P.257–265. Doi: 10.1016/j.jbusres.2017.04.017

[47] Overby, E., Bharadwaj, A., Sambamurthy, V., Enterprise agility and the enabling role of information technology, European Journal of Information Systems, 2006, 15(2), P. 120–131. Doi: 10.1057/palgrave.ejis.3000600

[48] Paré, G., Trudel, M.C., Jaana, M., Kitsiou, S., Synthesizing information systems knowledge: a typology of literature reviews. Inform. Manage. 2015, 52(2), P. 183-199. Doi: 10.1016/j.im.2014.08.008

[49] Park, Y., Sawy, O., Fiss, P., The Role of Business Intelligence and Communication Technologies in Organizational Agility: A Configurational Approach. Journal of the Association for Information Systems. 2017, 18(9), P.648-686. Doi: 10.17705/1jais.00467

[50] Reimann, C., Carvalho, F., Duarte, M., The Influence of Dynamic and Adaptive Marketing Capabilities on the Performance of Portuguese SMEs in the B2B International Market, Sustainability, 2021, 13(2), P. 10.3390/su13020579

[51] Sambamurthy, V., Bharadwaj, A., Grover, V., Shaping agility through digital options: Reconceptualizing the role of information technology in contemporary frms. MIS quarterly, 2003, 27(2), P.237–263. Doi: 10.2307/30036530

[52] Severi Bruni, D., Verona G., Dynamic Marketing capabilities in Science based Firms: An exploratory investigation of the Pharmaceutical Industry. British Journal of management, 2009, 20, P.101-117. Doi: 10.1111/j.1467-8551.2008.00615.x

[53] Shef, Y., Rice, J., Jr, B., A supply chain view of the resilient enterprise. MIT Sloan management review, 2005, 47(1), P. 1-14.

[54] Shannon, C.E., A Mathematical Theory of Communication, Bell System Technical Journal, 1948, 27(3), P. 379–423. Doi:10.1002/j.1538-7305.1948.tb01338.x

[55] Silvia, L., Martin, R.G., Javalgi, L.C., Marketing capabilities and international new venture performance: The mediation role of marketing communication and the moderation effect of technological turbulence. Journal of Business Research, 2020, 107, P. 25-37. Doi: 10.1016/j.jbusres.2019.09.044

[56] Tahmasebifard, H., Zangoueinezhad, A., Jafari, P., The Role of Entrepreneurial Orientation in Achieving Agility Capability. Journal of Applied Economics & Business Research, 2017, 7(2), P. 137–156

[57] Tahmasebi, M., Hossein Yari, G. Risk measurement and Implied volatility under Minimal Entropy Martingale Measure for Levy process. Advances in Mathematical Finance and Applications, 2020, 5(4), P. 449-467. Doi: 10.22034/amfa.2020.674944

[58] Tabataba’i-Nasab, S., Mohammadian Yazd, R., Service Marketing Agility, Conceptualization and Scale Development. Journal of Business Administration Researches, 2019, 11(21), P.347-371. DOR: 20.1001.1.2645386.1398.11.21.15.5

[59] Tan, F.T.C., Tan, B., Wang, W., Sedera, D., IT-enabled operational agility: An interdependencies perspective. Information & Management, 2017, 54(3), P. 292–303. Doi: 10.1016/j.im.2016.08.001

[60] Teece, D., Peteraf, M., Leih, S., Dynamic capabilities and organizational agility: Risk, uncertainty, and strategy in the innovation economy. California Management Review, 2016, 58(4), P.13–35. Doi: 10.1525%2Fcmr.2016.58.4.13

[61] Tone, K., Toloo, M., Izadikhah, M., A modified slacks-based measure of efficiency in data envelopment analysis, European Journal of Operational Research, 2020, 287(2), P.560-571, Doi: 10.1016/j.ejor.2020.04.019.

[62] Vaillant, Y., Lafuente, E., The increased international propensity of serial entrepreneurs demonstrating ambidextrous strategic agility, International Marketing Review, 2019, 36(2), P.239–259. Doi: 10.1108/IMR-01-2018-0015

[63] Visser, J, Sheerin, A., Field, D., Ratajczak, D., How Agile Marketing Organizations Get That Way, Boston Consulting Group, 2018, https://www.bcg.com/ en-us/publications/2018/how-agile-marketing-organizations-getthat-way.aspx.

[64] Vorhies, D.W., Harker, M., The Capabilities and Performance Advantages of Market Driven Firms: An Empirical Investigation, Australian Journal of Management, 2000, 25(2), P. 145-171, Doi: 10.1177/031289620002500203

[65] Wong, B.K.M., Sa’aid Hazley, S.A., The future of health tourism in the industrial revolution 4.0 era, Journal of Tourism Futures, 2021, 7(2), P. 267-272. Doi: 10.1108/JTF-01-2020-0006

[66] Wong, K.M., and Musa, G., Medical tourism in Asia: Thailand, Singapore, Malaysia, and India, chapter 11, in Hall, C. M. (Ed.), Medical Tourism: The Ethics, Regulation, and Marketing of Health Mobility, Routledge, London and New York, NY, 2013, P. 167-186.

[67] Yusof, N., Rosnan, H., and Zamzuri, N., Internationalization process of medical tourism industry in Malaysia, a sequential approach, Revista Publican do, 2019, 6(19), P. 448-462.

[68] Zanjirdar, M., Overview of Portfolio Optimization Models, Advances in Mathematical Finance and Applications, 2020, 5(4), P. 419-435. Doi: 10.22034/amfa.2020.674941

[69] Zhou, J., Bi, G., Liu, H., Fang, Y., Hua, Z., Understanding employee competence, operational IS alignment, and organizational agility–An ambidexterity perspective. Information & Management, 2018, 55(6), P.695–708 Doi: 10.1016/j.im.2018.02.002