The Journal of the American Dental Association
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J Am Dent Assoc, Vol 137, No 9, 1283-1288.
© 2006 American Dental Association
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Right arrow Practice Management

PRACTICE MANAGEMENT

From production to performance

Solving the positioning dilemma in dental practice



James Armstrong, DMD, MBA, Leyland Pitt, MBA, PhD, MCom and Pierre Berthon, MBA, PhD

Background. Thriving dental practices are excellent at providing a warm personal experience or are efficient, fast and cost-effective. Those that that attempt to do both end up being mediocre at just about everything.

Conclusions. Introducing ideas from dramaturgy and service simultaneity in the services marketing literature, the authors provide a model for the conceptualization and redesign of the dental practice.

Practice Implications. Successful dental practices will be those that concentrate on low customization of activities in the back office or high customization of activities in the front office.

Key Words: Dental practice; dramaturgy; service factory; service theater






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