Implications of brand positioning on the business performance of a health care company (firm level) : case of AA health services

Abstract

The thesis is an exploratory qualitative research on the implications of brand positioning on the performance of a Health Care Company and is done at the firm level. It focuses on how AAR Health Services has leveraged brand positioning to remain competitive in the medical care industry where introduction of new players has provided new challenges and threats to the company. The particular study’s main overall objective is to understand the relationships that brand positioning has on the business performance of a health care company. Two research questions have been determined and they relate to the main objective. A comprehensive literature review was constructed, which focuses on brand positioning. The qualitative research related to eight face to face interviews randomly picked from the data base of members of the company but had a minimum of three years experience with AAR Health Services. Four were corporate clients involved in tendering Health Insurance for their companies and the other four were individuals who had experienced AAR Health Services for at least seven years. Three propositions were postulated and tested. Conclusions, implications and recormnendations were done and statements and inferences were made on the findings. The research process was completed and indicated that there was a positive relationship between brand positioning and the performance of a health care company.