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Branding as an Essential Element of the of Destination Management Process Using the Example of Selected States

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  • Marczak Mirosław

    (WSB Universieties, Gdańsk, Poland)

Abstract

With reference to the current situation of national public hospitals, the article presents the possibility to implement the Lean Management concept in hospital management. Numerous common features connecting the management of commercial entities with the management of healthcare institutions are indicated. It has been stated that the management of contemporary organizations, regardless of the type of conducted operations, needs to focus on customer/patient satisfaction, financial liquidity and high quality. The purpose of the article is to assess the possibility to implement the Lean Management concept in hospitals. In particular, an attempt was made on the basis of a pilot survey to assess the introduction of the above concept in two selected hospitals. Critical analysis of the literature on the subject, the analysis of research results of other authors, casual interview, observation of practice as well as a survey based on the prepared questionnaire were used to achieve the purpose.

Suggested Citation

  • Marczak Mirosław, 2018. "Branding as an Essential Element of the of Destination Management Process Using the Example of Selected States," Management Sciences. Nauki o Zarządzaniu, Sciendo, vol. 23(2), pages 29-40, June.
    • Handle: RePEc:vrs:mansci:v:23:y:2018:i:2:p:29-40:n:4
    DOI: 10.15611/ms.2018.2.04
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    References listed on IDEAS

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    1. Tanja Kesić & Ivana Pavlić, 2011. "Tourism Destination Image Formation – The Case of Dubrovnik, Croatia," Tržište/Market, Faculty of Economics and Business, University of Zagreb, vol. 23(1), pages 7-25.
    2. Pike, Steven & Page, Stephen J., 2014. "Destination Marketing Organizations and destination marketing: A narrative analysis of the literature," Tourism Management, Elsevier, vol. 41(C), pages 202-227.
    3. Mika Gabrielsson, 2005. "Branding Strategies of Born Globals," Journal of International Entrepreneurship, Springer, vol. 3(3), pages 199-222, September.
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