The expansion of businesses implies expanding their vital space. This requires having both a growth ethics and a growth ideology.
In order to grow, healthcare businesses need to have the capacity to expand the boundaries with a strong patient-orientation and need to be able to develop a competitive advantage that has to be perceived by the market.
Growth is based on an attitude, which is what appears on the surface of the integration of growth ethics and growth ideology.
Growth is an attitude that is perceived, in most of the cultures, as a taboo. Therefore, it needs to be justified with an additional value generation for the market and for the coming generations.
Installing an expansion-model requires a leader who represents this growth ethics and ideology and is able to transform them into operational procedures. This leader has to be strong because s/he has to overcome the opposition of the conservatives who will try to avoid the expansion of the business in order to sustain their comfort zone.