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Complementary and alternative medicine (CAM) as a topic of research and as an approach within the health care delivery system has become increasingly accepted. Aided by the holistic movement, and after a century and a half of striving for legitimacy, CAM is also increasingly becoming more accepted by mainstream medicine. This chapter reviews the social sources of disparities in use of CAM, with a greater focus on English-speaking countries, and especially the US. This chapter will briefly highlight the basic underlying principles of CAM as linked to its history and discuss types of CAM. The major focus of this chapter will be a review of the literature on social factors and use of CAM, looking at such factors as age, gender, socioeconomic status, race/ethnicity and immigration status, and health status. As part of this, we will also discuss the integration of CAM and conventional care. In conclusion, future directions for social science research in CAM will be discussed, specifically elaborating on the importance of the social sciences linking CAM with other growing interests in health and wellness.

The purpose of this study is to explore the determinants of consumer's propensity to choose non‐conventional treatment protocols using control theory as the theoretical framework.

Data were collected from a consumer panel using a self‐administered questionnaire. The sample consisted of 350 US‐based “Baby Boomer” consumers.

The results of this study indicate that consumers' health locus of control self‐efficacy, and neuroticism impact their propensity to use non‐conventional treatments. Contrary to previous studies, consumers' health value was not a significant moderator except in the case of internal health locus of control.

The findings of this study provide guidance to public policy makers, health care providers, and managers of the conventional and non‐conventional pharmaceutical industries. Specially, the results reify the importance of the collaborative efforts of public policy makers and health care practitioners alike to proactively inform consumers of the issues underlying unsupervised use of non‐conventional medications. The results suggest greater governance is needed to control the marketing of non‐conventional medications. Overall, this research provides prescriptive guidance for marketers of both non‐conventional and conventional treatments, suggesting how better promotional and integrated communications may effectively serve their target markets.

The paper examines an unexplored yet rapidly growing consumption behavior in the USA: the unprecedented use of non‐conventional treatments. Evaluation of this consumer trend has largely focused on demographic factors relative to adopters (and non‐adopters). Control theory affords a conceptual foundation for exploring individual‐level factors that have been overlooked in previous empirical studies.

The paper has twin aims, one practical and one theoretical. From a practical point of view, the aim is to begin to identify appropriate marketing strategies and tactics for complementary and alternative therapists. From a theoretical point of view, the aim is to shape a research agenda for the exploration of marketing frameworks – such as service quality, consumer behaviour and relationship marketing – in the new and rather unusual context of complementary and alternative medicine (CAM).

The paper reviews the literature on CAM from a UK and a US perspective and provides the findings from a small online survey of users of CAM.

Initial research suggests that factors ancillary to the main therapeutic purpose of the medical treatment, particularly the level of personal care felt by the client, can have a substantial effect on client satisfaction. It is suggested that this is a sector in which marketing through relationships, networks and alliances is practised extensively and implicitly, and, therefore, that it would be a fruitful context in which to research and to apply relationship marketing principles.

The paper develops a research agenda for further inquiry into the emerging area of business and marketing in CAM.

Substance abuse is a major public health concern, with over millions of people suffering from it worldwide. Although there is an abundance of treatment options, many of these rehabilitative trajectories are subject to “drop-out”. In addition, “drop-out” is a significant risk factor for relapse. There is an urgent demand for effective treatment, which would enable patients to reduce abuse and prevent relapse. Takiwasi is an addiction treatment centre that combines traditional Amazonian plant medicine with conventional western medicine and psychotherapy. The purpose of this paper is to explore whether socio-demographics factors, such as education level and occupation, psychiatric comorbidities and primary drug use, are associated with treatment non-completion of Ayahuasca (AYA)-assisted addiction therapy.

Data on the first treatment episode of 121 patients were collected from the patient database from the years 2012 to 2017. To determine whether there is an association between the variables of interest and treatment non-completion, a χ² analysis and a logistic regression analysis were performed.

Of the 121 patients analysed, 48.2 per cent completed their treatment, whilst 51.8 per cent did not. Students compared to those who are employed showed significantly higher odds for treatment non-completion (p=0.006; OR=3.7; 95% CI=1.5–9.6). Other variables in the multivariable analysis showed no significant relationship with treatment non-completion. While several limitations restricted the study, the findings suggest that the AYA-assisted treatment in Takiwasi may benefit from additional support for patients who are students. Moreover, it is advised to conduct more long-term follow-up of patients in order to gain better insight into the outcome of treatment at an AYA-assisted treatment centre.

It appears that AYA-assisted therapy in a therapeutic community is a feasible type of treatment for addiction, for which further studies should elucidate the role of motivation in relation to socio-demographic factors and type of addiction in the risk of treatment non-completion.

This study aims to design to assess the traditional, complementary and alternate medicine (TCAM) usage and its association with the quality of life (QOL) of Type 2 diabetic patients in a tertiary hospital (Hospital Universiti Sains Malaysia) in Malaysia.

A total of 300 respondents included in this study were divided into the following two major categories: TCAM (34.33% of respondents) and non-TCAM users (65.67% of the respondents), respectively. The mean ages of the respondents were 59.3 ± 10.2 for the TCAM users and 57.7 ± 12.0 for the non-TCAM users.

A greater percentage of non-TCAM users reported poor control of diabetes (14.7%) and blood glucose (55.8%) compared with the TCAM users (9.7% and 48.5%, respectively). Further, the diabetic patients on TCAM reported lower rates of coma, stroke and kidney problems but higher rates of diabetic foot ulcers, heart diseases and retinopathy than the non-TCAM users. Additionally, the diabetic patients with TCAM usage had a significantly better physical (p = 0.02) and overall (p = 0.03) qualities of life compared to the non-TCAM users. However, psychological, social and environmental health did not show any significant difference.

The prevalence of TCAM usage among diabetic patients was lower than in other comparable studies. Diabetic patients on TCAM reported lower rates of coma, stroke and kidney problems but higher rates of diabetic foot ulcers, heart diseases and retinopathy than the non-TCAM users. Further, diabetes patients on TCAM reported better QOL compared to non-TCAM users especially in terms of physical health.

The theoretical conceptualization of boundaries is proposed as a useful approach to study diversity in organizations.

Two types of diversity in health-care organizations – functional diversity and social category diversity – are compared, drawing on two extensive studies of Israeli hospitals. One study addresses the boundary between the medical professions and complementary medicine and the other examines the boundary between Israel's Jewish ethnic majority and the Arab minority.

With regard to functional diversity, boundary-work is used to draw, redraw, and maintain the boundary between biomedicine professionals and complementary medicine practitioners. With respect to social category diversity, boundary-work is employed to blur the boundary between Jewish and Arab professionals working within the organization and the ideal of professionalism is used as a boundary object to blur this ethno-national boundary.

This typology is offered in the hope of providing greater theoretical insight into the study of organizational diversity in the context of power relations.

This case study will allow students to critically analyse and develop entry strategies into untapped foreign markets. The case study was designed to introduce students to identifying and analysing information related to target markets for expansions in international business.

The main objectives of this case are to evaluate and make the “Go Global” decision for the company; to take a position on entry timing for a company for entering an overseas market; to select a country for entry based on cultural, administrative, geographic and economic analysis and other relevant factors; and to evaluate a firm’s readiness for exports.

This case study on Satya Pharmaceuticals presents a typical dilemma faced by small and medium enterprises (SMEs) in emerging markets such as India while exploring the untapped overseas markets to expand their business. Satya Pharmaceuticals produced over-the-counter Ayurvedic medicines. With the onset of the COVID-19 pandemic, the consumer preference for Ayurvedic products had increased globally. Home country governments’ emphasis on exports and conducive consumer preferences created an opportune time for such SMEs to explore uncharted markets with a propensity for herbal medicines. Amidst strict regulations regarding safety, efficacy, labelling and packaging norms, along with a subjective understanding of the consumers’ sentiments regarding alternate medicines, SMEs had to select their target market carefully for their products to be successful overseas. This case study presents the basic information that entrepreneurs needed to explore the foreign markets. It revolved around checking firms’ preparedness to explore foreign markets, identifying target markets, timing the entry and entering those markets.

This case is appropriate for graduate-level courses in management that offer subjects such as international business.

Teaching notes are available for educators only.

CSS 5: International business.

This article examines the essence of the New Age movement: its reservations about the Judaic‐Christian heritage, its pantheistic/monistic orientation, its individualism, its search for the mystical experience, its skepticism of modern science and technology, its openness to androgyny, its ecumenicalism, and its prediction of a new dispensation. The article traces the New Age predecessors and influences: gnosticism, the Catholic potpourri, romanticism, the writings of C.G. Jung, and Theosophy. It speculates that the movement’s influence – given its individualism, skepticism of structure and organization, and hostility toward modern methodology – will be implicit and indirect. Finally, it notes the ambivalence of the core ideology, lending itself to both “progressive” and “non‐progressive” interpretation.

The purpose of this article is to provide a general review of the health-care needs in Kenya which focuses on the role of community engagement in facilitating access and diminishing barriers to quality care services. Health-care concerns throughout Kenya and the culture of Kenyan’s health-care practices care are considered.

A comprehensive review covered studies of community engagement from 2000 till present. Studies are collected using Google Scholar, PubMed, EBSCOhost and JSTOR and from government and nongovernment agency websites. The approach focuses on why various populations seek health care and how they seek health care, and on some current health-care delivery models.

Suggestions for community engagement, including defining the community, are proposed. A model for improved health-care delivery introduces community health workers (CHWs), mHealth technologies and the use of mobile clinics to engage the community and improve health and quality of care in low-income settings.

The results emphasize the importance of community engagement in building a sustainable health-care delivery model. This model highlights the importance of defining the community, setting goals for the community and integrating CHWs and mobile clinics to improve health status and decrease long-term health-care costs. The implementation of these strategies contributes to an environment that promotes health and wellness for all.

This paper evaluates health-care quality and access issues in Kenya and provides sustainable solutions that are linked to effective community engagement. In addition, this paper adds to the limited number of studies that explore health-care quality and access alongside community engagement in low-income settings.