Abstract
PurposeThis paper seeks to examine the innovative business model of Saigon Eye Hospital in Ho Chi Minh City, Vietnam.Design/methodology/approachThe paper takes the form of a case study.FindingsThe 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/valueThe 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.
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