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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

  • 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.

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Author:Diego Haegele
Advisor:Martin Fleischmann
Document Type:Bachelor Thesis
Year of Completion:2021
Granting Institution:Hochschule Furtwangen
Date of final exam:2021/06/28
Release Date:2021/07/02
Tag:Value-added services
Page Number:71
Degree Program:IBM - International Business Management
Functional area:Marketing
Licence (German):License LogoUrheberrechtlich gesch├╝tzt