Market Entrance Barriers to Complex Products and Systems (CoPS) in Developing Economies: Case of Medical Device Commercialization in ASEAN Hospitals

Abstract

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

Date of Award	2018 Jul 26
Original language	English
Supervisor	Hsi-An Shih (Supervisor)