Dr. Quoc Duy Vo has been Head of Radiology at Morges Hospital in Switzerland since 2019. He holds a medical degree from the University of Lausanne and specialises in radiology with sub-specialisations in breast and osteoarticular imaging obtained in 2021 and 2022. He also holds a master’s degree in strategic management of healthcare institutions from the University of Geneva (2021).
In March 2024, he will be defending his Executive Doctorate of Business Administration (EDBA) on the impact of a change in institutional logic on value propositions in the business model, under the supervision of Professor Sébastien Liarte of the University of Lorraine.
Thesis Direction
Pr Sébastien Liarte
Thesis Title
Impacts of a change in institutional logic on value propositions in the business model: the case of radiology in French-speaking Switzerland.
Abstract
The objective of this thesis is to study the impacts of an institutional logic change on the value propositions of a business model. Institutional logics represent a set of beliefs and practices of an organizational field (Scott, 2000). Therefore, the change from one dominant logic to another implies changes in practices. Here, we study the impacts on the value propositions of the business model in the field of radiology in the French-speaking Switzerland where the health system has the particularity of being a hybrid model (private-public). The method used is the qualitative case study which allows an in-depth analysis of a phenomenon by taking into account the real context (Yin, 2009). The data collected will come from semi-structured interviews with radiologists and articles in specialized journals. The data will then be analyzed by coding according to the method of Atkinson (2002) inspired by the work of Miles and Huberman (1994). By analogy with sustainable enterprises that are governed by commercial and non-commercial logics, we expect heterogeneity in the business model and value propositions combining elements of these multiple logics. Thus, we expect to find ‘win/lose’ combinations of elements from these multiple logics.
The results of our research indicate the presence of three institutional logics which coexist with a relationship of dominance of the market logic over the other logics. Like the business model of sustainable companies, the radiology business model incorporates value propositions derived from these different institutional logics. We have thus been able to identify value propositions that are compatible, particularly when the strategies of managers and radiologists are aligned. We also found incompatibilities, mainly between the value propositions derived from the professional logic. These conflicts are found in radiological institutes where the optimization and rationalization of resources are at the expense of quality and staff satisfaction. The radiology subspecialty was also identified as a source of conflict with other value propositions linked to a market logic and oriented towards the patient and the prescriber.