Essay on International Healthcare Co Branding : Case Study

1023 Words Jul 13th, 2015 5 Pages
International Healthcare Co-Branding The healthcare industry has witnessed an expansion and growing interests in global markets. As healthcare industries vie for sustainability in a cost exorbitant system, expansion abroad has become a plausible option. Co-branding is just one example of a method employed by healthcare leaders to implement diversification of healthcare services. Gaining an understanding about both the risks and the benefits associated with international healthcare branding grants health providers an opportunity to dissect the potential success of a co-brand alliance. In this paper, the potential of co-branding between Stanford Medical Center and a major national hospital in Saigon will be explored. Gombeski et al. (2014) has defined co-branding as propelling a product or service from two or more brands in a manner appealing to the customer. The use of co-branding is not a new tactic. For instance, businesses like Pizza Hut and Taco Bell have combined food services in the same building, leading to decreased expenses and greater consumer convenience (McKee, 2009). In addition to costs savings, co-branding partners benefit from exposure to a new group of consumers. As a result, it is imperative both brands share similarities in organizational values and goals. Grebosz and Otto (2013) identify two types of co-branding, functional and symbolic. In functional co-branding the companies align to produce an advantageous end product. Symbolic co-branding occurs…

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