||Market Entrance Barriers to Complex Products and Systems (CoPS) in Developing Economies: Case of Medical Device Commercialization in ASEAN Hospitals
||Institute of International Business
||Nguyen Quoc Duy
Complex products and systems (CoPS)
Medical devices, a category of complex products and systems (CoPS), undoubtedly play a pivotal role in the enhancement of human well-being. The demand for such innovations is increasing in conjunction with the dramatic transformation of healthcare systems across the world. A growing number of medical device companies have sought to innovate their products to satisfy such a huge market demand as well as compete with multiple aggressive rivals. Among the potential markets, Association of Southeast Asian Nations (ASEAN), which many international companies have made every effort to penetrate, represents a diverse region with vigorous economic development, healthcare reforms, population expansion, growing per capita income, and dynamic disease profiles. However, due to the exceptional characteristics of medical devices, companies have faced a variety of barriers when striving to commercialize their products. This research aims to identify those barriers from a consumer perspective by conducting literature review and expert interviews. Innovation Resistance Theory sheds meaningful light on the framework of this research with five primary barrier dimensions, each of which consists of four resistance factors. A questionnaire was developed and the collected data was further analyzed by means of DEMATEL method to construct Importance-Solvability Analysis (ISA) and Network Relationship Map (NRM). The findings reveal that Risk Barriers are the most important and Value Barriers are the most solvable. This research also provides managers with optimal pathways to overcome the barriers based on their causal relationships and levels of importance and solvability.
TABLE OF CONTENTS IV
LIST OF TABLES VI
LIST OF FIGURES VIII
CHAPTER ONE INTRODUCTION 1
CHAPTER TWO LITERATURE REVIEW 5
2.1 Medical Device. 5
2.1.1 Definition and Role of Medical Device. 5
2.1.2 Classification of Medical Device. 6
2.1.3 Medical Devices as “Complex Products and Systems” (CoPS). 8
2.2 Medical Device Industry in ASEAN. 9
2.3 Consumer Behavior in ASEAN. 11
2.4 Innovation Resistance Theory. 13
2.4.1 Functional Barriers. 15
2.4.2 Psychological Barriers. 18
CHAPTER THREE RESEARCH MEASURES AND METHODOLOGIES 21
3.1 Stakeholder Analysis. 21
3.2 Sample Description and Settings. 22
3.3 Study Design and Methodologies. 24
3.3.1 Content Analysis. 25
3.3.2 Decision Making and Trial Evaluation Laboratory (DEMATEL). 27
3.3.3 Importance-Solvability Analysis (ISA) and Network Relationship Map (NRM). 30
220.127.116.11 Inportance-solvability analysis (ISA). 30
18.104.22.168 Network relationship map (NRM). 32
CHAPTER FOUR PRACTICAL STUDY AND RESULTS 33
4.1 Content Analysis. 33
4.2 ISA-NRM Models. 36
4.2.1 Primary Dimensions. 39
4.2.2 Usage Barriers. 41
4.2.3 Value Barriers. 43
4.2.4 Risk Barriers. 45
4.2.5 Tradition Barriers. 47
4.2.6 Image Barriers. 49
CHAPTER FIVE DISCUSSIONS AND CONCLUSIONS 52
5.1 Overcoming Barriers to Medical Device Innovation: Suggested Pathways. 52
5.1.1 Primary Dimensions. 52
5.1.2 Usage Barriers. 54
5.1.3 Value Barriers. 56
5.1.4 Risk Barriers. 58
5.1.5 Tradition Barriers. 60
5.1.6 Image Barriers. 61
5.2 Managerial Implications. 63
5.3 Theoretical Implications. 66
5.4 Limitations and Future Research. 67
5.5 Conclusions. 68
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