A model for product line management in health care.

'Product line management' is receiving much interest and attention in the health care industry. Success with the concept is highly varied, however, largely because it is neither well understood nor even clearly defined. Many managers and academicians believe the concept holds great promise for health care organisations. Others argue it is but a passing fad. This paper seeks to provide a framework to clarify and assist in conceptualising product line management and its various dimensions. This will provide a foundation for future research and for application of the concept in practice. The paper is based on both research of the relevant literature and data collected formally from four hospitals and multi-institutional systems at various stages of developing, implementing and managing product lines, in addition to anecdotal data obtained through teaching and consulting.