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KMID : 0379220150350041019
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Journal of Korea Gerontological Society
2015 Volume.35 No. 4 p.1019 ~ p.1039
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A Study on the Market Orientation for the Non-Profit Long-Term Care Organizations
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Kwon Mi-Young
Choi Young
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Abstract
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This study examine the market orientation of the non-profit long-term care providers after introduction of the national long-term care insurance. For this, a qualitative multi-cases study were performed based on the deep interviews for the 8 care managers in the non-profit long-term care organizations. The results showed that the market orientation of non-profit social welfare organizations has gradually been increased. Compared to the past, great emphasis is being placed on a business mind, cost-effectiveness in administrating agencies. The market oriented change had positive effects on improving the comsumer oriented services and the efficiency in the agencies. However, it also induced ‘commercialization’ of non-profit organization and ‘cream skimming’ effects.
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KEYWORD
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Long-term care insurance , market orientation , non-profit organization , commercialization , service delivery
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