The Scottish National Blood Transfusion Service: Increasing donor relationships and loyalty through marketing

Abstract

Purpose

Reviews the latest management developments across the globe and pinpoints practical implications from cutting‐edge research and case studies.

Design/methodology/approach

This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context.

Findings

The acquisition and distribution of blood and related products is a service vital to society. The blood service “business” has become global with blood products considered “commodities”. This consideration and the nature of blood supply and demand are comparable to other process sectors dealing with sourcing and selling perishable products such as milk or fresh juice.

Practical implications

Provides strategic insights and practical thinking that have influenced some of the world's leading organizations.

Social implications

Provides strategic insights and practical thinking that can have a broader social impact.

Originality/value

The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy‐to‐digest format.

Citation

(2010), "The Scottish National Blood Transfusion Service: Increasing donor relationships and loyalty through marketing", Strategic Direction, Vol. 26 No. 7, pp. 14-17. https://doi.org/10.1108/02580541011048975