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New service development: initiation strategies

New service development: initiation strategies This paper addresses the issue of initiating new service development (NSD) projects. The aim of the article is to investigate whether firms use systematic procedures to generate and screen ideas for new services. Utilising a survey of marketing managers in UK service companies, data were collected in the areas of NSD strategy, idea generation and screening. It was found that only half the sample have a formal NSD strategy, idea generation is undertaken on an ad hoc basis and idea screening, although more prevalent, is failing to support the NSD strategy. Management implications and areas for further research are discussed. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png International Journal of Service Industry Management Emerald Publishing

New service development: initiation strategies

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Publisher
Emerald Publishing
Copyright
Copyright © 2000 MCB UP Ltd. All rights reserved.
ISSN
0956-4233
DOI
10.1108/09564230010310286
Publisher site
See Article on Publisher Site

Abstract

This paper addresses the issue of initiating new service development (NSD) projects. The aim of the article is to investigate whether firms use systematic procedures to generate and screen ideas for new services. Utilising a survey of marketing managers in UK service companies, data were collected in the areas of NSD strategy, idea generation and screening. It was found that only half the sample have a formal NSD strategy, idea generation is undertaken on an ad hoc basis and idea screening, although more prevalent, is failing to support the NSD strategy. Management implications and areas for further research are discussed.

Journal

International Journal of Service Industry ManagementEmerald Publishing

Published: Mar 1, 2000

Keywords: New product development; Idea generation; Service operations

References