Özet:

This is a case-based conceptual study that focuses on the marketing business model of the Laboratory for Wellness and Motor Behavior (LWMB) which is not-for-profit and housed at a state university in Texas, the United States of America. The LWMB was established by a kinesiology professor who started working with kinesiology students whose focus is in allied health to provide services to individuals who have spinal cord injuries or other neurological disabilities. Using a team approach, the LWMB, under the kinesiology professor’s supervision, works closely with the patrons and their families, and the graduate assistants and interns from the Kinesiology Department of the university. Even though relatively unknown to the general public, the Laboratory has been successful in helping the patrons and training the students.  Nevertheless, in order to remain sustainable and to continuously “provide access to the benefits of exercise to those who otherwise are disregarded” (Priest, 2016), a comprehensive marketing business model is needed to help the LWMB warrant its “success and future expansion”. The purpose of this paper is to analyze the current marketing business model of the LWMB and then provide recommendations to improve it. A theoretical framework that shows potential outcomes of the improved marketing business model for the stroke survivors and interns is also presented. The results of the market analysis show that this laboratory operates in a very competitive and technologically turbulent business environment with many opportunities and threats. Several recommendations are made for LWMB to improve its marketing business model to deal with the challenges of its internal and external operating environments.

Anahtar Kelimeler: