Case Studies in Service Innovation

Abstract

This study explores how, by undertaking customer-oriented service analysis, an orthopaedic equipment and medical devices company transitions from service provision to a more product focused approach. Particular attention is drawn to the role of business models and process analysis in company value transition through product-related services and equipment. The analysis of business models indicates the need for a modified framework concentrating on the separation of product and service offerings, in this instance by creating independent single use instruments instead of reusable equipment provision. A number of operating theatres were involved in process analysis and, as a result, the need for a new business model is justified.