Incumbents defend share through iterative nitinol mesh refinements, hospital training academies, and risk-sharing contracts that shift reimbursement liability, while challengers pursue accelerated local trials, in-country moulding of delivery accessories, and OEM alliances that shorten supply chains. Differentiation now hinges on bioresorbable markers, lower-profile sheaths, and on-call clinical support teams rather than headline price, yet margin compression persists as tender referencing systems peg contract prices to earlier-generation devices and nickel-titanium supply volatility raises COGS. Firms that master regulatory harmonisation and evidence generation can still command premium tenders, but those dependent on single-source alloy suppliers or legacy CE-only SKUs face increasing commoditisation.