Service logic in my industry

I’m having an interim assignment within MedTech and I think there is a mix of Goods and Service Dominant Logic in this industry (GDL/SDL). Of course there are both pure SDL and GDL players. However, the standard goods shows decreasing margins due to hard competition and to keep the margins, GDL companies are focusing on goods innovations, more sofisticated integrations of goods to solutions (Foundational Premise 9) and/or services that increases the value of the goods. Small companies are good at offering e.g. goods customizations and larger companies offer complex services that really interacts with the customers processes (FP6) and offer ”guaranteed measurable results”. #MSSL141


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