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Ten Mistakes at the Usage of the SWOT-Analysis in the Strategic Marketing Planning in the Healthcare Institutions

Author

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  • Alexander Valkov

    (University of National and World Economy, Sofia, Bulgaria)

Abstract

The article focuses the attention to the possibilities of improvement of the strategic management in the healthcare institutions in our country. The process of setting the management strategies and the most common mistakes, made by the health managers using the most popular method of strategic management – the SWOT-analysis, are analyzed. The lack of technology of the SWOT analysis leads to problems which are summarized in two groups.

Suggested Citation

  • Alexander Valkov, 2010. "Ten Mistakes at the Usage of the SWOT-Analysis in the Strategic Marketing Planning in the Healthcare Institutions," Economic Alternatives, University of National and World Economy, Sofia, Bulgaria, issue 1, pages 93-103, Janyary.
    • Handle: RePEc:nwe:eajour:y:2010:i:1:p:93-103
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    More about this item

    Keywords

    healthcare; health management; health marketing; strategic management; SWOT analysis;
    All these keywords.

    JEL classification:

    • I11 - Health, Education, and Welfare - - Health - - - Analysis of Health Care Markets
    • L32 - Industrial Organization - - Nonprofit Organizations and Public Enterprise - - - Public Enterprises; Public-Private Enterprises
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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