TY  - THES
U1  - Bachelor Thesis
A1  - Haegele, Diego
T1  - How can value-added services influence customer decision-making and create competitive advantage? - An Analysis of single-use flexible endoscopes conducted for KARL STORZ SE & Co. KG
N2  - In light of the rising commoditization of products, manufacturers worldwide are adopting the strategy of offering value-added services to remain competitive. With the emergence of the new single-use technology, it is becoming increasingly difficult for traditional endoscope manufacturers to create competitive advantage by enhancing the product quality.
The aim of this paper is to investigate how value-added services can effectively differentiate the company KARL STORZ in the single-use endoscope market. In this 
regard, insights into the decision-making process of customers in the medical technology industry are provided. 
Qualitative exploratory research in form of in-depth expert interviews with KARL STORZ sales & marketing managers and physicians were conducted to gather new ideas and perspectives about the research topics.
KW  - Value-added services
Y2  - 2021
SP  - 71
S1  - 71
ER  -