Abstract
German corporations working in the international business within the healthcare sector face a lot of challenges throughout the globalization and the rising battle for customers. Having the right argumentation for the own products in hands mostly leads for differentiation compared to competitor’s products. The classification of ‘Made in Germany’ is well known in the world markets and customers authenticate the quality level with its origin. As healthcare products affect directly the patient treatment, customers within the healthcare sector require the latest product technologies paired with highest quality standards. This article deals with the research question, if the classification of ‘Made in Germany’ is able to positively affect customer’s behavior for any buying decision. The results throughout this research represent great approaches about customer’s willingness to investment for latest standards in quality and technology, the importance of ‘Made in Germany’, as well as the acceptance of price for products that belong to that classification. Summarizing the results throughout this research, ‘Made in Germany’ influence positively customer’s behavior and is able to gain corporation’s competitiveness level. An early adaptation to corporation’s strategy is beneficial and recommended.
Highlights
1.1 Article ScopeThis article is based on a prevailing situation of several German manufacturing corporations within the healthcare industry with the aim to gain their competitiveness level through ‘Made in Germany’ paired with the consideration of insecure global environmental changes
International clients have appreciated ‘Made in Germany’ and authenticate the quality level with this origin (Ahlert, Backhaus, Berentzen, & Tegtmeier, 2007). It is unclear if international clients within the healthcare sector rate ‘Made in Germany’ at the same level
The subtopics related to this article and research is the aspects quality, technology, the importance of ‘Made in Germany’ and the acceptance of price that have been addressed to respondents in four questions
Summary
This article is based on a prevailing situation of several German manufacturing corporations within the healthcare industry with the aim to gain their competitiveness level through ‘Made in Germany’ paired with the consideration of insecure global environmental changes. Those corporations follow since years the positive attributes of ‘Made in Germany’ about highest quality and latest technology standards. According to Brunke, van Dongen, and Downey (2013), customers from emerging markets prefer cheap and simple products To meet those requirements with respect to the quality classification of ‘Made in Germany’ challenges corporation’s scope and may affect future setups in manufacturing
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