HRONOVÁ, Tereza and Adéla SOURALOVÁ. Eldercare agencies and the marketing of care work in the Czech Republic : relieving a family burden? International Journal of Care and Caring. Bristol: Policy Press, 2018, vol. 2, No 2, p. 235-251. ISSN 2397-8821. doi:10.1332/239788218X15251715859481.
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Basic information
Original name Eldercare agencies and the marketing of care work in the Czech Republic : relieving a family burden?
Authors HRONOVÁ, Tereza (203 Czech Republic, belonging to the institution) and Adéla SOURALOVÁ (203 Czech Republic, guarantor, belonging to the institution).
Edition International Journal of Care and Caring, Bristol, Policy Press, 2018, 2397-8821.
Other information
Original language English
Type of outcome Article in a journal
Field of Study 50401 Sociology
Country of publisher United Kingdom of Great Britain and Northern Ireland
Confidentiality degree is not subject to a state or trade secret
WWW článek
RIV identification code RIV/00216224:14230/18:00103158
Organization unit Faculty of Social Studies
Keywords in English eldercare; for-profit agencies; burdenisation; marketisation
Tags rivok
Tags International impact, Reviewed
Changed by Changed by: Bc. Blanka Farkašová, učo 97333. Changed: 6/11/2018 12:16.
This article focuses on the private for-profit agencies providing eldercare that have recently emerged in the post-socialist Czech Republic, a country with strong familist tendencies in eldercare organisation. We draw upon 10 in-depth interviews with owners of these agencies, focusing on how they create their services, define the care they provide and target potential clients. We also analyse the websites of the selected agencies to investigate how they promote their services online. The main aim of this article is to illuminate the strategies of marketising eldercare in the agencies. We identify the process of the ‘burdenisation’ of eldercare as an outcome of its marketisation.
MUNI/A/1151/2015, internal MU codeName: Zdraví, stárnutí, bydlení a sexualita (Acronym: HealAgeHouSex)
Investor: Masaryk University, Grant Agency of Masaryk University, Category A
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