AD> Emerging challenges related to socio-demographics and economics require new approaches for academics, politicians, hospital management, clinical staff, public institutions, and firms doing business in the healthcare industries. This book provides valuable insights for understanding modern and complex healthcare market configurations in Europe. Taking a unique cross-country perspective the authors figure out critical success factors for relevant stakeholders. Mario Glowik is Professor of International Strategic Management at the Berlin School of Economics and Law. He holds a Doctorate in Business Administration from the Freie Universität Berlin in Germany and gained his habilitation (post-doctoral qualification) at the Vienna University of Economics and Business, Austria. Slawomir Smyczek is Marketing Professor at the University of Economics in Katowice (Poland), where he earned his Ph.D. In 2010, the Polish Prime Minister awarded his habilitation thesis as the best in the field of economics in the entire country.