Ellie Prior: starting out in practice
10 Ellie Prior starting out in practice Claire Denny, Sarah Baillie and James Gazzard CHAPTER OVERVIEW This fictitious case study is based on Ellie Prior, a typical veterinary graduate taking…
Applying marketing theory to veterinary practice
7 Applying marketing theory to veterinary practice Andrew Morton CHAPTER OVERVIEW As a specialized business discipline, marketing has grown in importance over the years. This chapter identifies and discusses some…
Veterinary business management: an ethical approach to managing people and practices
5 Veterinary business management an ethical approach to managing people and practices Lorna Treanor and Martin Whiting CHAPTER OVERVIEW This chapter introduces students to the ethical management of people and…
Leadership and management in veterinary practice
4 Leadership and management in veterinary practice Brian Faulkner CHAPTER OVERVIEW Leadership and management are valuable commodities in any organization, and are crucial components of organizational success. This is also…
Cromlyn Vets: where to now?
12 Cromlyn Vets where to now? Colette Henry CHAPTER OVERVIEW This case study focuses on a small mixed veterinary practice in Northern Ireland, established by husband and wife team Chris…
Church Hill Equine Clinic: changing large-animal practice in rural areas
11 Church Hill Equine Clinic changing large-animal practice in rural areas Izzy Warren Smith CASE OVERVIEW This case study maps the successful start-up, survival and growth of a large-animal veterinary…
Veterinary field expertise and knowledge exchange
9 Veterinary field expertise and knowledge exchange Jeremy Phillipson, Amy Proctor, Philip Lowe and Andrew Donaldson CHAPTER OVERVIEW Veterinary practices are examples of knowledge-intensive business services, i.e. businesses that rely…
Brand identity: building a veterinary hospital brand
8 Brand identity building a veterinary hospital brand Catherine Coates CHAPTER OVERVIEW Brands and branding are marketing strategies, which were originally designed to promote the sale of physical goods through…
De’Ath, Slaughter, Davis & Jones, MsRCVS: time for a rebrand?
13 De’Ath, Slaughter, Davis & Jones, MsRCVS time for a rebrand? Lynne V. Hill CASE OVERVIEW This fictitious case study focuses on marketing and branding. It describes the various changes…
Introduction
1 Introduction Colette Henry Business and enterprise, although now well established as taught disciplines in their own right, are still relatively new phenomena within veterinary scholarship. Current veterinary education curricula,…
