∆ιερεύνηση της ανταγωνιστικότητας της αγοράς ιδιωτικών (ατοµικών) επιχειρήσεων φυσικοθεραπείας στην Αττική: μια εφαρµογή του µοντέλου του M. Porter
Research of competitiveness in the market of private physiotherapy business in Attica: an application of M.Porter’s model
Αναστασοπούλου, Αθανασία Σ.
SubjectΦυσικοθεραπεία ; Διοίκηση και οργάνωση υπηρεσιών υγείας ; Ανταγωνισμός επιχειρήσεων ; Physical therapy ; Health services administration ; Competition
Physiotherapy has dramatically changed over the last 20 years. This fort has led to intessiveness of competition in the relative market bringing up new opportunities for profits. In the present study we explore the competition in the market of the individual private physiotherapy businesses, located in Attica. In doing so, we employ a theoretical and practical perspective. In the theoretical part, we overview the structure of the physiotherapy market, using secondary sources. In particular, we analyze current condition of demand and supply in the market. In our empirical part we examine competitive forces in the relevant market using Porter’s five forces model. More specifically, we examine factors that skope the rivalry among existing competitors, the bargaining power of suppliers and customers, the main stakeholders groups, the threats from substitute services and potential competition from new entrants in the market. Following this analysis, we try to assess the attractiveness of the market by examining current opportunities and threats for established enterprises and start-ups. The information received from the empirical section is supplemented with in-depth interviews with experts in the field. The study concludes with some suggestions to policy markets and interested parties related to sustainable development of the physiotherapy market.