Castro, JoãoStaub, Niklas2024-11-052024-11-052024-01-152024-01-15http://hdl.handle.net/10362/174617This master thesis explores the transformation of businesses from product-oriented to service centric business models, known as “servitization”. Through a combination of secondary and primary research, it identifies business models, drivers and challenges, focusing primarily on the medical technology and pharmaceutical industry within the healthcare sector, which is currently in the early stages of servitization. The results are then compared to the software and automotive industry to identify similarities such as revenue diversification or closer customer relationships. Furthermore, unique aspects impacting healthcare like heavy regulation or reimbursement challenges are outlined, affecting the future adoption of service business models.engStrategyCommercial strategyHealthcareMedtechPharmaBusiness modelXaasmaster thesis203602625