Affecting Customer Behavior through ‘Made in Germany’ within the Healthcare Sector

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.

Intensify Business Performances of Multinationals: An Introduction to Five Strategic Elements within Performance Management

“…For example, the classification of products' origins with a seal of quality generally has the connotation of being expensive, and offers the certainty that the technology and quality thereof are above average. Customers are willing to invest more in new technologies and the highest quality standards; however, price will nonetheless in most cases be the deciding buying factor for whether the product is bought (Feyerlein & Habib, 2014). This variance cannot be discounted; therefore, companies should attempt to combine the values of a manufacturer with the established standards of technology, quality and available market-specific purchasing power in order to generate an added value-price blend.…”