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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.