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Table 6 Competitive actions

From: Emerging health technology firms’ strategies and their impact on economic and healthcare system actors: a qualitative study

Competitive action Examples
Product premiere Product launch Product introduction 1st patient/clinical use in human New product version
Change in portfolio/business model or structure Portfolio sale/acquisition New commercial license New business/consolidation plan
Partnering Partnerships/alliances Distribution agreement Collaborative initiatives
Marketing Conference presentation Sales update Commercial product update Clinical study update
Regulatory issues Health and financial regulatory bodies approvals Patent updates (non-litigious)
Symbolic actions Awards Appointments Patents updates (litigious) Voluntary recalls Advisory board changes New brand identity Performance lists/indexes Customer satisfaction scores