Service Design for Hybrid Market Constellations in Healthcare—From VUCA 2 VUCAR

Rasche, Christoph; Brehmer, Nataliia

doi:10.1007/978-3-030-87273-1_2

Christoph Rasche⁴ &
Nataliia Brehmer⁴

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1 Citations

Abstract

The service design in healthcare is anything but trivial, because of the co-alignment of corporate commercial activities (CCAs) and corporate political activities (CPAs). Healthcare systems are highly regulated due to trust-based services that are generated on behalf of multiple stakeholders. Occasionally, patients adopt the role of customers of free choice. However, they adopt the role of needy cases in other constellations such as emergency rooms and acute areas. In a nutshell, the healthcare industry resembles a pattern of heterogeneous services and business models ranging from commercial target group capitalization to social welfare services on behalf of patients, public institutions, and vested political interests. The service design for non-market constellations hinges on hybrid capabilities and corresponding strategies. The latter represents far more than the sum of CCAs and CPAs but incorporate a logical self-propelling stamina. In a similar vein, supra-additivity reflects a logic of synergistic and exponential benefit when taking advantage of complementary assets. Contrarily, textbook economics service design in healthcare is a rather “septic” issue because of strong non-market forces influencing and driving the market forces. This is especially valid for up-and-coming healthcare platforms and health-tech firms entering the arena of artificial intelligence (AI)-based services that may get in conflict with political, societal, and moral issues.

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Lehrstuhl für Management, Sportökonomie & Professional Services, Department für Sport- und Gesundheitswissenschaften, Humanwissenschaftliche Fakultät, Wirtschafts- und Sozialwissenschaftliche Fakultät, Universität Potsdam, Karl-Liebknecht-Straße 24-25, Haus 24, Raum 126, 14476, Potsdam, Germany
Christoph Rasche & Nataliia Brehmer

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Christoph Rasche
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Nataliia Brehmer
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Correspondence to Christoph Rasche .

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Department of Healthcare Management, Neu-Ulm University of Applied Sciences, Neu-Ulm, Germany
Mario A. Pfannstiel
Management, Professional Services and Sport Economics, University of Potsdam, Potsdam, Germany
Nataliia Brehmer
Management, Professional Services and Sport Economics, University of Potsdam, Postdam, Germany
Christoph Rasche

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Rasche, C., Brehmer, N. (2022). Service Design for Hybrid Market Constellations in Healthcare—From VUCA 2 VUCAR. In: Pfannstiel, M.A., Brehmer, N., Rasche, C. (eds) Service Design Practices for Healthcare Innovation. Springer, Cham. https://doi.org/10.1007/978-3-030-87273-1_2

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DOI: https://doi.org/10.1007/978-3-030-87273-1_2
Published: 19 January 2022
Publisher Name: Springer, Cham
Print ISBN: 978-3-030-87272-4
Online ISBN: 978-3-030-87273-1
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