On the path to decolonizing health care services: The role of marketing

Authors

Reece George
Steven D'Alessandro, Edith Cowan UniversityFollow
Mehmet I. Mehmet
Mona Nikidehaghani
Michelle M. Evans
Guarangi Laud
Deirdre Tedmanson

Document Type

Journal Article

Publication Title

Journal of Marketing

Publisher

SAGE

School

School of Business and Law

RAS ID

60479

Comments

George, R., D'Alessandro, S., Mehmet, M. I., Nikidehaghano, M., Evans, M. M., Laud, G., & Tedmanson, D. (2023). On the path to decolonizing health care services: The role of marketing. Journal of Marketing, 88(1), 138-159. https://doi.org/10.1177/00222429231209925

Abstract

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.

DOI

10.1177/00222429231209925

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 License.