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| Author: | Byrkjeflot, H. Angell, S.I. |
| Title: | Forvaltning i foretaksklær. Omdømmehåndtering i norske sykehus etter sykehusreformen |
| Journal: | Nordiske organisasjons studier
2008 : VOL. 10:3, p. 71-92 |
| Index terms: | public sector hospitals strategy communication management administration Scandinavia Nordic countries Norway |
| Language: | nor |
| Abstract: | Based on an investigation in the Norwegian (henceforth as: N.) public hospital sector, this article presents an analysis of the rise of strategic communication (here as: str-comm). After the N. hospital reform in 2002, there has been a shift towards str-comm. with hospitals merging into healthcare companies owned by the state. All hospitals now have a communication strategy. Hospitals are exhibiting a hybrid identity, that is, hospitals are still part of public administration, but are dressed up in "enterprise clothes". Also, there is indicated a shift from marketing into reputation management which may signify the increased influence of a new kind of professionalism, that is, the rise of the information management profession. (original in Norwegian) |
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