DEVISING A MARKETING BUSINESS MODEL FOR THE LABORATORY FOR WELLNESS AND MOTOR BEHAVIOR TO PROMOTE INDEPENDENT LIVING OPPORTUNITIES FOR STROKE SURVIVORS

Year 2018, Volume: 3 Issue: 1, 23 - 41, 25.04.2018

Chris Shao Ceyhan Kilic Turkan Dursun

https://doi.org/10.31201/ijhmt.370954

Abstract

This is a case-based conceptual
study that focuses on the marketing business model of the Laboratory for
Wellness and Motor Behavior (LWMB) which is not-for-profit and housed at a
state university in Texas, the United States of America. The LWMB was
established by a kinesiology professor who started working with kinesiology
students whose focus is in allied health to provide services to individuals who
have spinal cord injuries or other neurological disabilities. Using a team
approach, the LWMB, under the kinesiology professor’s supervision, works
closely with the patrons and their families, and the graduate assistants and
interns from the Kinesiology Department of the university. Even though
relatively unknown to the general public, the Laboratory has been successful in
helping the patrons and training the students. 
Nevertheless, in order to remain sustainable and to continuously
“provide access to the benefits of exercise to those who otherwise are
disregarded” (Priest, 2016), a comprehensive marketing business model is needed
to help the LWMB warrant its “success and future expansion”. The purpose of
this paper is to analyze the current marketing business model of the LWMB and
then provide recommendations to improve it. A theoretical framework that shows
potential outcomes of the improved marketing business model for the stroke
survivors and interns is also presented. The results of the market analysis
show that this laboratory operates in a very competitive and technologically
turbulent business environment with many opportunities and threats. Several
recommendations are made for LWMB to improve its marketing business model to
deal with the challenges of its internal and external operating environments.

Keywords

Marketing business model, marketing strategy, people with disabilities, stroke survivors, wellness, motor behavior, laboratory, total well-being, total movement

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