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The blood service sector faces issues with obtaining and retaining loyal donors at one end of its supply chain, a marketing issue, and being efficient and effective in blood and related product delivery to customers at the other end of its supply chain, a supply chain management issue. The purpose of this paper is to present an investigation of these issues and propose the adoption of techniques and technologies from the food processing and retailing sector to address them.

An exploratory case study with the Scottish National Blood Transfusion Service is used to investigate research questions stemming from extant literature.

This study finds that a national blood service can achieve better stock management and resource optimisation and better communication with “input” and “output” stakeholders by implementing information flows and integration throughout the supply and marketing chain. It also finds that a national blood service can convince non‐donors to donate and increase donor relationships and loyalty by ensuring internal marketing takes place with its employees who can then inform external stakeholders through their first‐contact relationships.

This study is exploratory, thus empirical research is limited.

This paper validates primary issues in recruiting and retaining blood donors and making blood supply chains more efficient and effective, and proposes the adoption of techniques and technology from other process sectors to overcome these issues. Thus, European national blood services should benefit from implementing suggestions in this research.

This paper adopts a multi‐disciplinary approach across the marketing and supply chain management disciplines to explore issues usually associated with medical and pure sciences.

The purpose of this paper is to demonstrate that there are three major blood donor segments in China, namely benefit‐oriented donors, altruistic donors and health salience donors, with the use of factor‐cluster segmentation approach. It also investigates the blood donation attitudes, group characteristics, and preference for information acquisition of the identified donor segments.

A factor‐cluster segmentation approach was used in this study. A questionnaire survey on Chinese respondents who had just completed a blood donation process was conducted in China and 7‐point Likert‐type questions were used to measure the respondents’ attitude toward blood donation, their motivation to donate blood, lifestyles, demographics and information acquisition. K‐means non‐hierarchical clustering method was used to segment groups of blood donors. ANOVAs were conducted to assess the differences regarding the blood donation factors across the cluster segments.

Results demonstrate that there are three blood donor segments as predicted. Benefit‐oriented donors are found to be the largest cluster (42.6 per cent), followed by altruistic donors (29.6 per cent) and health salience donors (27.8 per cent). The three clusters of donors show some extent of differences in attitudes toward blood donation, lifestyles and preference for information acquisition.

Through a better understanding of the donor segments, a more effective marketing communication strategy can be formulated. This can promote more blood donation by the first‐time and repeat blood donors and may save many more lives in a society.

The major advertising appeal for blood donation is altruistic in nature, particularly in Western countries. However, in other emerging countries such as China, some other appeals may be even more effective. Benefit appeal or health fitness appeal may be a better option in marketing communication strategy.

Imbedded in the life course paradigm, the purpose of this paper is to investigate which individual life events impact blood donations and to study their underlying mechanisms.

By applying logistic regression, moderation and mediation analysis, this paper uses a large sample of N = 5,640 individuals.

Experiencing normative life events and stressful life events reduce the likelihood of donating blood, whereas human capital life events enhance the likelihood of donating blood. Specifically, having a child and death of a mother decrease and finishing education increases the probability of blood donations. Locus of control and satisfaction with income are significant underlying mechanisms.

Social marketing campaigns can use individual life events to focus on similarities between potential blood donors and individuals in need of blood. Blood centers can adopt their services to cater to the changing needs after experiencing individual life events by running mobile blood collecting drives and providing guidance.

Blood centers take an important role in sustaining a healthy society. As the need for blood will increase in the future, a better understanding of blood donation behavior and social marketing contributes to increased donations.

While previous research looked at collective life events, there is a dearth in marketing and blood literature on the effects of individual life events.

Marketing.

This case is suitable for MBA/MS courses for students of services marketing; courses such as sustainable development of business and integrated marketing communications.

Cordlife Limited entered the Indian market for cord blood banking in 2006 and by 2011 held third place in market share. However, the management of Cordlife had identified a major problem as a lack of awareness of the potential of cord blood banking among the Indian middle class, and the lack of a proper infrastructure for transportation of biological packages. Cordlife undertook several marketing initiatives to spread awareness. Marketing such a sophisticated service like cord blood banking called for heavy investments. The case provides an opportunity to closely examine various marketing activities in detail and understand how problems associated with intangible services can be managed. In addition to marketing of services the case highlights the existence of several gaps in designing a delivery in a service. The scope of the case can also be extended to the concept of service pricing and also integrated services marketing communications.

The case is designed for class discussions and in understanding the following concepts: the service gaps model; service pricing; and integrated service marketing communications.

Teaching notes are available. Consult your librarian for access.

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

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

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.

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

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

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.

The aim of this paper is to motivate blood donation among international students and demonstrate the applicability of marketing techniques in the health care sector.

The paper uses a combination of focus groups and a questionnaire‐based survey.

The paper finds that donors primarily find gratification from their altruistic acts through awareness of their contribution to saving lives. Receiving information on how each individual donation is used is seen as a powerful means of reinforcement. Practical benefits such as receiving free blood test information are also useful motivators, while communicating the professionalism of the blood collection techniques are important for reassuring the minority of prospective donors who expressed fears about possible risks associated with blood donation.

Since this was a small‐scale study among Hungarian and international students in Budapest, further research is necessary to validate its results among other demographic groups.

Findings were reported to the International Federation of Red Cross and Red Crescent Societies in Hungary in order to increase blood donations among students in Hungary. Subject to validation through further research, applying recommended approaches in different countries and other demographic groups is suggested.

This is the first research paper on motivation toward blood donation among international students and offers new and practical suggestions for increasing their level of participation in blood drives.

The purpose of this paper is to provide the foundational economics, both in theory and practice, to describe the current competitive and operational market dynamics of the blood service industry in the United States of America.

The paper applies the dominant firm-competitive fringe model to describe how pricing is determined within the blood service industry, with particular focus on the nonprofit business model. The research also describes the role of government as one of the major determinants of pricing through regulatory demands.

The longstanding, free-market based economic foundations of the blood service industry have proven to be adequate in meeting the blood needs of the United States (US). Though there are clear market inefficiencies associated with the dominant firm model, none of the proposed solutions target the contractual and resulting pricing inefficiencies that persist because of the market structure.

In order to add value to the blood industry professionals, it is imperative to provide the foundational economics driving the current macro-level blood industry of the US.

This paper reviews the evidence presented in the HHS report and challenges its characterization of the state of the market. The recent US Department of Health and Human Services (HHS) report on the blood industry, Adequacy of the National Blood Supply, provides evidence of and acknowledges that the industry has successfully met demand for blood. And yet the tone and takeaway message of the report of the industry is on the verge of collapse.

The approach of this paper is a critical review of the evidence presented in the HHS report as well as other recent analyses of the blood industry.

While acknowledging the successful performance of the industry to date, the HHS report offers hypothetical disaster scenarios and a lack of centralized data as the main causes for concern. These criticisms ignore the satisfactory response of the industry to prior disasters and fail to recognize that centralized information is not necessary for the efficient operation of a decentralized industry.

This paper offers a fresh assessment of a report repeating prior forecasts of doom for an industry which to date has very successfully met the United States' demand for blood.

The purpose of this paper is to develop a generic framework for the assessment of VMI implementation. The framework is used for the analysis of multiple case studies in German hospitals to discuss the feasibility of VMI in the German blood supply chain.

The methodology is twofold. In a first step, the literature is reviewed and a generic theoretical VMI framework is developed. In a second step, the case study methodology is applied to 13 cases to assess the feasibility of VMI in the German blood supply chain.

The paper contributes a generic framework for assessing the implementation of VMI in seven steps. The research proposed that hospitals hesitate to enter a VMI relationship for critical resources such as blood. Hospitals fear losing control over critical resources.

The unit of analysis is hospitals in Germany and the case studies do not target the suppliers in the supply chain. The paper contributes three propositions regarding VMI in the healthcare/blood supply chain.

A generic framework for assessing the applicability and feasibility of VMI is provided which supports managers with the implementation of VMI in a supply chain.

The paper is one of the first papers targeting inventory and supply chain management in the German blood supply chain. It provides a generic framework for the assessment of the feasibility of VMI.

In early 2014, recent Stanford University graduate Tyler Shultz was in a quandary. He had been working at Theranos, a blood-diagnostic company founded by Elizabeth Holmes, a Stanford-dropout wunderkind, for almost a year. Shultz had learned enough about the company to realize that its practices and the efficacy of its much-touted finger-prick blood-testing technology were questionable and that the company was going to great lengths to hide this fact from the public and from regulators.

Theranos and Holmes were Silicon Valley darlings, enjoying positive press and lavish attention from potential investors and technology titans alike. Just as companies like PayPal had revolutionized the stagnant payments industry and Uber had upended the for-hire transportation sector, Theranos had been positioned as the latest technology firm to substantially disrupt yet another mature sector: the medical laboratory business. By the start of 2014, the company had raised more than $400 million in funding, and had an estimated market valuation of $9 billion.

Shultz's situation was exacerbated by the fact that his grandfather, the highly respected former US Secretary of State George Shultz, was on the Theranos board and was one of Elizabeth Holmes's biggest supporters.

But Tyler Shultz worried about the customers he was convinced were receiving highly unreliable and often inaccurate blood-test results. With so much at stake, Shultz wondered how he should proceed. Should he raise his concerns with the firm's investors? Blow the whistle externally? Report to industry regulators? Go away quietly?

This case and its subsequent four brief follow-up cases are based largely on interviews with Tyler Shultz, and outline the dilemma he faced and the various steps he would take both to extricate himself from his unsavory position and let the public know the full extent of the deception at Theranos.

Five optional handouts are available to instructors to further discussion after the case has been debriefed. The handouts serve as additional decision points for the students if your class time permits.