In the last 30 years, the health care industry completely changed, evolving rapidly from a medical model to a business model, complete with escalating financial demands, incentives to control costs, and growing competition. As a result of the increased competition, virtually all hospitals invested in marketing departments and programs. However, marketing is the business discipline most vulnerable to ethical lapses, and hospital marketing professionals consistently fail to agree on even basic guidelines for ethical decision making in their organizations. This dissertation utilized the newest version of the defining issues test, the DIT2, to explore the question of whether there are gender differences in the ethical decision making of marketing leaders in U.S. hospitals. The findings suggest there are no gender differences.
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