Abstract
This paper discusses a fairly recent development in healthcare: Convergence, or the combining of a drug with a medical device. Combining previously separate physical products into a service offers a new approach to competing strategically for drug firms and medical device companies.
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Trombetta, B. (2015). Convergence in Healthcare: Why Can’t a Product be More Like a Service?. In: Robinson, Jr., L. (eds) Proceedings of the 2008 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-10963-3_166
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DOI: https://doi.org/10.1007/978-3-319-10963-3_166
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