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

Öz

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.

Anahtar Kelimeler

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

Kaynakça

1. ACSM Certified News (2010), Certified News, Indianapolis, IN: ACSM Certification & Registry Board.
2. American Stroke Association (2016), “Life After Stroke”, http://www.strokeassociation.org/STROKEORG/LifeAfterStroke/RegainingIndepend ence/Regaining-Independence-After-Stroke_UCM_308547_SubHomePage.jsp
3. Ansoff, H. Igor (1965), Corporate Strategy, New York, NY: McGraw-Hill.
4. Benner P. (1984) From Novice to Expert. Excellence and Power in Clinical Nursing Practice. Addison-Wesley Publishing Company, Menlo Park, CA.
5. Bhagat, Alisha (2016), “A Little Is A Lot: Health and Wellness Trends 2016”, http://www.huffingtonpost.com/alisha-bhagat/a-little-is-a-lot-health-and-wellness- trends-2016_b_9393638.html
6. Cohn, D’Vera (2016), “10 demographic trends that are shaping the U.S. and the world”, http://www.pewresearch.org/fact-tank/2016/03/31/10-demographic-trends-that-are- shaping-the-u-s-and-the-world/
7. Diener E. (2000), “The science of happiness and proposal for a national index.” American Psychologist. 34–43.
8. Diener, E., & Suh, E. (1997). Measuring quality of life: Economic, social, and subjective indicators. Social Indicators Research, 40 (1–2), 189–216.

9. Harrington C, LeBlanc AJ, Wood J, Satten NF, Tonner MC. (2002) “Met and unmet need for Medicaid home- and community-based services in the states.” Journal of Applied Gerontology. 21(4):484–510.
10. Hickner, R. C., J. S. Fisher, P. A. Hansen, S. B. Racette, C. M. Mier, M. J. Turner, J. O. HolloszY (1997), Journal of Applied Physiology, Vol. 83 No. 3, 897-903.
11. Huang, Wen-Ni Wennie, S. Perera, J. Vanswearingen, and S. Studenski (2010), “Performance measures predict onset of activity of daily living difficulty in community-dwelling older adults,” Journal of the American Geriatrics Society, vol. 58, no. 5, pp. 844–852, 2010.
12. Garber, C. E., B. Blissmer, M. R. Deschenes et al. (2011), “Quantity and quality of exercise for developing and maintaining cardiorespiratory, musculoskeletal, and neuromotor fitness in apparently healthy adults: Guidance for prescribing exercise,” Medicine and Science in Sports and Exercise, vol. 43, no. 7, pp. 1334–1359.
13. Illario M, Vollenbroek-Hutten M, Molloy DW, Menditto E, Iaccarino G, Eklund P. (2015), “Active and Healthy Ageing and Independent Living”, Journal of Aging Research.
14. Kotler, Philip & Alan R. Andreasen (1996), Strategic Marketing for Non-Profit Organizations, 5th ed., Upper Saddle River, NJ: Pearson Prentice Hall.
15. Kotler, Philip & Kevin Lane Keller (2012), Marketing Management, 14thed., Upper Saddle River, NJ: Pearson Prentice Hall.
16. Laboratory for Wellness & Motor Behavior (LWMB) (2016), http://www.tarleton.edu/lwmb/index.html.
17. Lamb, Charles W., Jr., Joseph F. Hair, Jr., & Carl McDaniel (2017), Marketing 10, Mason, OH: South-Western Cengage Learning.
18. Nied, Jennifer (2016), “16 Wellness Trends for 2016”, http://www.americanspa.com/spa- blog/16-wellness-trends-2016 .
19. Porter, Michael E. (1980), Competitive Strategy: Techniques for Analyzing Industries and Competitors, New York, NY: Free Press.
20. Priest, Joe W. (2016), Personal Interview.
21. Relland, S. (2008), “Legal Compliance for Wellness Programs,” Employee Benefit Plan Review, p.5-8.
22. Rosenberg, D. E., Bombardier, C. H., Hoffman, J. M., & Belza, B. (2011). “Physical Activity Among Persons Aging with Mobility Disabilities: Shaping a Research Agenda.” Journal of Aging Research.
23. Schiffman, Leon G., & Joseph Wisenblit 2010 (2010), Consumer Behavior, 10th ed., Upper Saddle River, NJ: Pearson Prentice Hall.
24. Spencer J. (2003) Learning and teaching in the clinical environment. BMJ: British Medical Journal.
25. Tanner, C. A., Benner, P., Chesla, C. and Gordon, D. R. (1993), The Phenomenology of Knowing the Patient. Image: The Journal of Nursing Scholarship, 25: 273–280.
26. United States Access Board (2016), “Exercise Equipment and Machines”, https://www.access-board.gov/guidelines-and-standards/recreation- facilities/guides/sports-facilities/exercise-equipment-and-machines
27. WHO, World Report on Ageing and Health, WHO, Geneva, Switzerland, 2015.
28. Williams, S. L., Haskard, K. B., & DiMatteo, M. R. (2007). The therapeutic effects of the physician-older patient relationship: Effective communication with vulnerable older patients. Clinical Interventions in Aging, 2(3), 453–467.
29. Wirtz, Jochen, Patricia Chew, & Christopher Lovelock (2012), Essentials of Services Marketing, 2nd ed., Upper Saddle River, NJ: Pearson Prentice Hall.
30. Villareal, Dennis T., Suresh Chode, Nehu Parimi, David R. Sinacore, Tiffany Hilton, Reina Armamento-Villareal, Nicola Napoli, Clifford Qualls, and Krupa Shah (2011), New England Journal of Medicine 2011; 364:1218-1229.
31. Zeithaml, Valarie A., Mary Jo Bitner, & Deayne D. Gremler (2013), Services Marketing, 4th ed., New York, NY: McGraw-Hill/Irwin.