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Purpose
This paper seeks to examine the innovative business model of Saigon Eye Hospital in Ho Chi Minh City, Vietnam.
Design/methodology/approach
The paper takes the form of a case study.
Findings
The study identifies the categories underlying the high performance of the hospital system, namely leadership style, cause‐related marketing, market driving approach, HR and cost reduction, innovation stimulators, and brand building.
Originality/value
The research offers insight into the elements of the innovative business model of Saigon Eye Hospital in Ho Chi Minh City, Vietnam, highlighting concepts of service management and social marketing in an emerging market context.
© Emerald Group Publishing Limited
2012
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