Examinando por Materia "Posicionamiento estratégico"

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Brain styles of thought as a new management tool for the design of positioning strategies in dental offices. Lime - 2021
(Universidad Privada Norbert Wiener, 2022-05-06) Bayona Guillermo, Percy Andree; Torres Pariona, David Arturo
Brain thinking styles in dentistry involve the study of postulates and tactics that neuro sciences offer to dental marketing. Different advertising stimuli generate very varied responses within the brain, so it would be prudent to review the process from another perspective, for example, using the tools provided by brain dominance study. Therefore, this study aims to describe the contributions of brain thinking styles as a new management tool to design positioning strategies in dental offices in Lima – 2021. This study was a prospective observational design; the sample consisted of 382 users from the district of Huacho – Lima, who were subjected to a brain dominance test, and 10 dentists who voluntarily participated in the study and were given a questionnaire about positioning strategies in their office. Simple descriptive statistics were used for each variable. The results lead to the conclusion that the thinking styles based on brain dominance are as follows: 35.4% of the population has a management style of thinking; 33.9% has a logical-mathematical style; 27.9% is creative-playful; and 17.8% is humanistic. On the other hand, it was determined that the most used positioning strategy by dental offices in the district of Huacho was focused on the product (41.7%), followed by personnel (33.7%), price, and physical environment (8.3%), promotion and health (5.65%), and finally the process (2.8%).