| Summary: | 碩士 === 臺中健康暨管理學院 === 經營管理研究所 === 91 === ABSTRACT
Medical industry is a closed market, which composed of a few firms, because of highly entry barriers and highly existing cost. However, the growth of medical industry remains stable due to its closeness increasing with the growth rate between 15-20%.
This study wants to explore the feasibility of franchising in medical industry, especially in dental clinics. Since the launch of medical insurance, the operating environment of dental clinics has changed greatly. General clinics face the integrating pressures from other hospitals which want to get synergy from integration. In this vein, dental clinics have to come up with solutions to meet the trends. In our study, we find that cooperating with medical suppliers is a feasible strategy. With the nature of complementarities, medical suppliers can donate their expertise in the form of cooperation, while doctors can focus on their medical professional. Therefore, through cooperation with different segments of medical industry, dental clinics can get better performance.
We adopt case study method to explore the significant coordination mechanisms in the cooperation relationships. We find that equity sharing, administrative management support, marketing support and legal consultants are key coordination mechanisms in building cooperation in dental clinics.
Keywords: franchising management, medical industry, coopera
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