Application of service dominant logic to the medical device industry

Resumo

The main objective of this study is to explore the applicability of a Service Dominant Logic (S-D logic) to the medical device industry by specifically analyzing behaviors associated with value co-creation within education and training service offered by biotech organizations. This study aims to determine the value of its adoption as a sustainable strategy for device organizations in the global setting, in response to the dynamic environment of the health and biotech sectors. After a review of the conceptual nature of S-D logic and the idiosyncrasies of the medical device industry, we conducted a qualitative study to healthcare sector stakeholders. We interviewed both B2B clients and service providers of educational and training service within the medical device industry. Research findings support S-D logic as a viable strategy for medical device organizations that have the need for strategic alignment with the dynamic industry trends. However, this adjustment will first require a modification in strategic mindset by medical device organizations. Device organizations will have to shift from perceiving their role as “making something” and “delivering value”, to “facilitating something” and redefining value as something that is co-created through collaboration.