Sustainable Rural Healthcare Entrepreneurship: A Case Study of Serbia

Ivan Paunović (), Sotiris Apostolopoulos, Ivana Božić Miljković and Miloš Stojanović
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Ivan Paunović: CENTIM—Centre for Entrepreneurship, Innovation and SMEs, Bonn-Rhine-Sieg University of Applied Sciences (Campus Rheinbach), 53359 Rheinbach, Germany
Sotiris Apostolopoulos: Department of Economics and Business, Neapolis University Pafos, Pafos 8042, Cyprus
Ivana Božić Miljković: Faculty of Management, Campus Niš, Metropolitan University, 11000 Belgrade, Serbia
Miloš Stojanović: Faculty of Management, Campus Niš, Metropolitan University, 11000 Belgrade, Serbia

Sustainability, 2024, vol. 16, issue 3, 1-27

Abstract: This article deals with the under-researched phenomenon of rural health entrepreneurship and its major characteristics. The purpose of this study is to explicate the process of providing health services in rural areas of a developing country and their relation to SDGs. The paper is based on six semi-structured interviews conducted with Serbian health entrepreneurs in rural areas (two private practices, two policlinics, and two dental practices), a review of laws and strategies relevant to the field, and three sessions of discussions with eight experts (four authors and four additional experts). The research methodology follows an empirical, mixed-method case study research procedure. The results are presented in relation to the aspects of frugality, family orientation, and sustainability-oriented innovation. The timeline of the six case studies demonstrates the increasing importance of health entrepreneurs in rural areas due to the aging population and, therefore, increased needs for quality healthcare in these areas. The financing instruments have also become more formal and substantial in recent years, enabling the growth of healthcare businesses in rural areas. However, a major obstacle to further sustainable development remains the non-refundability of services before the state-owned, obligatory health fund, creating major social inequalities, especially in rural areas.

Keywords: health management; rural entrepreneurship; health policy; family business; frugal innovation; sustainability and innovation; sustainability-oriented innovation; case study methodology; sustainable business models; COVID-19 pandemic (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:gam:jsusta:v:16:y:2024:i:3:p:1143-:d:1329067

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