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.
| Author: | Diego Haegele |
|---|---|
| Advisor: | Martin Fleischmann |
| Document Type: | Bachelor Thesis |
| Language: | English |
| 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): |  Urheberrechtlich geschützt |