خرید و دانلود نسخه کامل کتاب The Business of Dentistry : QuintEssentials of Dental Practice Vol. 8.

Writing this book presented us with a challenge and a dilemma. The challenge was to adopt
and adapt general business principles and make them relevant to dentistry. The dilemma was
that we had more material than we could possibly hope to include given our editorial brief; it
was a dilemma not of commission but of omission. The remaining titles in the General
Dentistry and Practice Management volumes of the Quintessentials Series will examine some
of the areas we have chosen to exclude from this particular text: risk management and dentolegal
issues, quality assurance, teamwork, information technology and practice management.
Success in the world of business relies on effective and strong leadership – a theme which
recurs in many modern texts on business management. According to Ridderstrale and
Nordstrom’s bestselling book, Funky Business, “leadership and management are more
important than ever before” and are the “keys to competitive advantage”. Their perspective is
people-centred – “the most critical resource wears shoes and walks out of the door around five
o’clock every day”.
This book also draws its inspiration from the Chinese concept of Guanxi. “Guan” means
“close together” and “Xi” means “relationship”. Guanxi, then, is essentially about relationship
management – widely recognised to be a key determinant of business performance. It is a
prime example of one-to-one marketing and of customer relationship management (CRM).
CRM has been defined as “the implementation of business strategies that identify and manage
customers to derive maximum long-term value from that relationship”, and it requires a
“customer-centric business philosophy that is often a change from the traditional productoriented
nature of many businesses”. Don’t let the jargon mislead you – the principles are as
old as civilisation itself.
Above all, we must recognise the most valuable aspect of the dental profession – that of
being allowed to treat patients. The business of dentistry will reap rewards for those who
recognise this for the privilege that it is and whose business is nourished by high ethical
standards. Contrary to popular belief – and despite the spate of recent high-profile failures in
the corporate world – success in business does not require abandoning high ethical standards.
According to The Institute of Business Ethics, “a business that doesn’t invest in building trust
will, over time, be rejected by the markets, by investors, by its customers and above all by its
own people – its employees”. We must remember that ethical considerations are inseparable
from, and inextricably linked to, the business of dentistry.