Title: Trust development: a marketing strategy in the Internationalization of Healthcare Services.The case of Elekta in Spain Level: Master Thesis in Business Administration Author: Sara Arrese and Wang Liao Supervisor: Maria Fregidou-Malama Examiner: Akmal Hyder Date: 2014-10-02 Aim: The aim of this research is to examine how trust developing affects International Healthcare Services marketing while settling down into a new country. Our study is applied to Elekta in Spain. Method: In order to carry out this research, qualitative data is used, a single case study is applied, questionnaires and semi-structured interviews were carried out to collect the needed primary data. Result and Conclusions: In the case of Elekta Spain, the trust development between suppliers and customer took place during the entire relationship. In addition, the trust level at company level and individual level were found to be the most significant leaving aside the country level as there were different opinions between customers (which did not find it a deciding factor) and Elekta. Hence, for the marketing strategy, standardization and adaptations can improve trust development. Suggestions for future research: Generalization cannot be made after this research as a single case study in one country has been the subject for investigation. Consequently, future research of other service industries and countries could expand this study. Contribution of the thesis: This thesis offers a new theoretical framework of trust development in the Spanish Healthcare Industry. This framework not only can be adapted to further study of other countries, but also can be adapted to further study of other service industries.

This study investigated the level of trust of whites and self-esteem as a function of reported exposure to racial discrimination. It was hypothesized that participants reporting high levels of racial discrimination would be less trusting of whites and have lower self concepts than those reporting low levels of exposure to racism. A total of 84 undergraduates were administered three measures designed to assess the amount of exposure to racial discrimination, self-esteem and cultural mistrust. No relationship was found between extent of exposure to racial discrimination and level of self concept. However, mistrust of whites among blacks was found to be related to frequency of exposure to racial discrimination.