...Fredrik Bååthe; Lars Erik Norbäck Purpose To improve health‐care delivery from within, managers need to engage physicians in organisational development work. Physicians and managers have different mindsets/professional identities which hinder effective communication. The aim of this paper...

..., that of marketing and mindset, if they and the process they initiate and oversee are to be effective. While this suggests that Kotler and Armstrong′s[ 3 ] view is not entirely portable, the market framework is nonetheless crucial for organizing one′s thinking about the external environment. Moreover,Sheaff...