Value Creation in Business-to-Business Context – Case Medical Technology Business
Saks, Markus (2016)
Saks, Markus
Laurea-ammattikorkeakoulu
2016
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2016060111252
https://urn.fi/URN:NBN:fi:amk-2016060111252
Tiivistelmä
The aim of the thesis is to create better understanding about value creation in business-to-business context in a relation to marketing science development. Development of marketing science theory has created a paradigm shift with service- and customer-dominant logic perspectives in the early 2000’s and it has caused a debate in value creation thinking. Research design utilizes the service design approach. Research context is in medical technology business and focuses more closely to diabetes supplies business. Target groups for the research are case company representatives and diabetes nurses in public healthcare sector.
Value creation thinking was viewed from the perspectives of three dominant logic’s of marketing; goods-dominant, service-dominant and customer-dominant. Service design was utilized in planning and executing a holistic approach to research design using the double diamond service design process model and service design toolkit of chosen methods as a base for the project. Medical supplies business represents classical economics marketing logic with provider- and goods-dominant approach to value propositions. Customer base in public healthcare sector typifies the slavish habits in holding on to prevailing structures and practices. That narrows down value creation opportunities for goods- and provider-dominant approach which contradicts to the nature of public healthcare that in essence is a very service-oriented public service. Regional localized structures and practices in public healthcare create very heterogeneous business environment for medical supplies business which can be interpreted so that customer-dominant logic approach would best meet the requirements and individual needs of the market and customers.
The contribution of the research is both theoretical and practical. Theoretical contribution is to deepen the understanding of value creation thinking in a relation to marketing science development. In medical supplies business it relates to shifting from goods- and provider-centricity to service- and customer-centric business approach. Practical contribution is to create better understanding on how the case company should develop its marketing logic and approach with value propositions matching the market and customer needs in public healthcare today; what are the main challenges of diabetes care in public healthcare sector and how value is created in medical supplies business. Understanding the challenges of diabetes care in public healthcare enables critical challenge of current value propositions while understanding the value creation process from the provider’s perspective creates a possibility to reveal defects in customer management process from the value creation perspective. Based on the research the case company with its current value propositions is selling solution to a non-existing quality issue in the market while the diabetes care in public healthcare sector is in a need for service- and customer-oriented partners to offer mental and physical resources to cope with ever-growing patient mass in a rapidly changing working environment.
Value creation thinking was viewed from the perspectives of three dominant logic’s of marketing; goods-dominant, service-dominant and customer-dominant. Service design was utilized in planning and executing a holistic approach to research design using the double diamond service design process model and service design toolkit of chosen methods as a base for the project. Medical supplies business represents classical economics marketing logic with provider- and goods-dominant approach to value propositions. Customer base in public healthcare sector typifies the slavish habits in holding on to prevailing structures and practices. That narrows down value creation opportunities for goods- and provider-dominant approach which contradicts to the nature of public healthcare that in essence is a very service-oriented public service. Regional localized structures and practices in public healthcare create very heterogeneous business environment for medical supplies business which can be interpreted so that customer-dominant logic approach would best meet the requirements and individual needs of the market and customers.
The contribution of the research is both theoretical and practical. Theoretical contribution is to deepen the understanding of value creation thinking in a relation to marketing science development. In medical supplies business it relates to shifting from goods- and provider-centricity to service- and customer-centric business approach. Practical contribution is to create better understanding on how the case company should develop its marketing logic and approach with value propositions matching the market and customer needs in public healthcare today; what are the main challenges of diabetes care in public healthcare sector and how value is created in medical supplies business. Understanding the challenges of diabetes care in public healthcare enables critical challenge of current value propositions while understanding the value creation process from the provider’s perspective creates a possibility to reveal defects in customer management process from the value creation perspective. Based on the research the case company with its current value propositions is selling solution to a non-existing quality issue in the market while the diabetes care in public healthcare sector is in a need for service- and customer-oriented partners to offer mental and physical resources to cope with ever-growing patient mass in a rapidly changing working environment.