마케팅 분야 세미나를 아래와 같이 개최하오니, 관심 있는 분들의 많은 참석 부탁 드립니다.
 
1. 일시:  2020년 1월 10일 (금), 10:30~12:00
2. 장소:  SUPEX 경영관 402호 강의실
3. 강사:  문지환 교수 (University of New South Wales)
4. 주제: Nonprofit vs. For-Profit Healthcare Competition : How Service Mix Makes Nonprofit Hospitals More Profitable
5. 연구분야:  마케팅
* Lecture will be delivered in Korean.


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[Abstract]
This paper studies the intersection between the largest U.S. industry – healthcare and $1 trillion nonprofit sector. Using analytical and empirical analyses, the authors reveal the marketing strategies helping private nonprofit hospitals achieve higher output, prices, and profits than for-profit hospitals.  Nonprofit hospitals, focusing on both profits and output, obtain these outcomes by expanding their service mix with high-priced premium specialty medical services (PSMS) while, for basic services, for-profit hospitals can be more profitable with higher prices. Competition increases the differences between nonprofit and for-profit hospitals in PSMS breadth, output, and prices. Nonprofit hospitals lose their competitive advantage when competing with other like nonprofits; i.e., for-profit presence broadens available nonprofit PSMS. With broader service mixes, nonprofits focus more on national advertising than for-profits because PSMS (e.g., pediatric trauma, neurosurgery, heart transplants, oncology) require larger geographic markets than local basic services (e.g., laboratory, diagnostics, nursing, pharmaceutics). Exogenous, heterogeneous state regulations restricting for-profit hospital entry help econometric identification (i.e., markets prohibiting for-profits act as controls). Service mix may be a key difference between nonprofit and for-profit hospitals.