On the Path to Decolonizing Health Care Services: The Role of Marketing
基于行动者网络理论和澳大利亚原住民“在乡村分娩”政策案例，分析营销技术如何助力医疗服务去殖民化，改善原住民健康结果，对营销学者、政策制定者和医疗营销从业者有参考价值。
Despite considerable investment, health outcomes for First Nations people are well below those of the rest of the population in several countries, including Canada, the United States, and Australia. In this article, the authors draw on actor-network theory and the case of Birthing on Country, a successful policy initiative led by First Nations Australians, to explore the decolonization of health services. Using publicly available archival data and the theoretical guidance of actor-network theory, the analysis offers insight into how marketing techniques and technologies can be deployed to achieve improved health outcomes and implement decolonized approaches. The insights provided have theoretical implications for marketing scholarship, social implications for understanding and implementing an agenda of decolonization, and practical implications for health care marketing.