A Critical Evaluation of the New Service Development Process: Integrating Service Innovation and Service Design

2012 ◽  
pp. 1-32 ◽  
Author(s):  
Susan Paul Johnson ◽  
Larry J. Menor ◽  
Aleda V. Roth ◽  
Richard B. Chase
Keyword(s):  
Development Process ◽  
Critical Evaluation ◽  
Service Innovation ◽  
Service Design ◽  
Service Development ◽  
New Service Development

Service Design as an Approach to Implement the Value Cocreation Perspective in New Service Development

2017 ◽  
Vol 21 (1) ◽  
pp. 40-58 ◽  
Author(s):  
Eun Yu ◽  
Daniela Sangiorgi
Keyword(s):  
Value Creation ◽  
Service Innovation ◽  
Service Design ◽  
Service Development ◽  
New Service Development ◽  
Managerial Practices ◽  
A Value ◽  
Value Propositions ◽  
Value Cocreation ◽  
Multiple Case

Although new service development (NSD) studies have contributed to developing systematic approaches to service innovation, their product-oriented and provider-centric perspectives are limited in embracing a value cocreation concept. We investigate how Service Design, as a human-centered and creative approach to service innovation, can reframe NSD processes to implement value cocreation. Multiple case studies on Service Design projects indicate that design-centric approaches can contribute to the whole NSD process in a way that connects organizations’ managerial practices to value cocreation, in that (1) contextual and holistic understandings of user experiences can inform value propositions that better fit users’ value-in-use, (2) codesign with creative supporting tools can facilitate value cocreation by helping users better apply their own resources, (3) prototyping can optimize firms’ resource and process configuration to facilitate users’ engagement with the service, (4) aligning system actors to the user experience can organize and mobilize them to better support users’ value creation, and (5) user-centered approaches and methods can help organizational staff build long-term capability for supporting users’ value creation. Based on the link between Service Design, NSD, and value cocreation, we propose a conceptual NSD model, geared toward value cocreation.

scholarly journals Incremental and radical open service innovation

2018 ◽  
Vol 32 (2) ◽  
pp. 101-112 ◽  
Author(s):  
Per Myhren ◽  
Lars Witell ◽  
Anders Gustafsson ◽  
Heiko Gebauer
Keyword(s):  
Service Innovation ◽  
Group Development ◽  
Case Analysis ◽  
Team Development ◽  
Service Development ◽  
New Service Development ◽  
Content Type ◽  
Open Service ◽  
Cross Case Analysis

Purpose Open service innovation is an emergent new service development practice, where knowledge on how to organize development work is scarce. The purpose of the present research is to identify and describe relevant archetypes of open service innovation. The study views an archetype as an organizing template that includes the competence of participants, organizing co-creation among participants and ties between participants. In particular, the study’s interest lies in how open service innovation archetypes are used for incremental and radical service innovation. Design/methodology/approach For the research, a nested case study was performed, in which an industrial firm with nine open service innovation groups was identified. Forty-five interviews were conducted with participants. For each case, first a within-case analysis was performed, and how to perform open service innovation in practice was described. Then, a cross-case analysis identifying similarities and differences between the open service innovation groups was performed. On the basis of the cross-case analysis, three archetypes for open service innovation were identified. Findings The nested case study identified three archetypes for open service innovation: internal group development, satellite team development and rocket team development. This study shows that different archetypes are used for incremental and radical service innovation and that a firm can have multiple open service innovation groups using different archetypes. Practical implications This study provides suggestions on how firms can organize for open service innovation. The identified archetypes can guide managers to set up, develop or be part of open service innovation groups. Originality/value This paper uses open service innovation as a mid-range theory to extend existing research on new service development in networks or service ecosystems. In particular, it shows how open service innovation can be organized to develop both incremental and radical service innovations.

scholarly journals The Theoretical Study and Empirical Research Process of Service Innovation: A Literature Review

2015 ◽  
Vol 8 (11) ◽  
pp. 1
Author(s):  
Di Rong ◽  
Xu Ming ◽  
Jutamart Limsupanark
Keyword(s):  
Empirical Research ◽  
New Product Development ◽  
Theoretical Study ◽  
Service Innovation ◽  
Research Process ◽  
Service Development ◽  
Review Of Literature ◽  
New Service Development ◽  
Empirical Perspective ◽  
Three Stages

<p>The industry of service has been progressing rapidly in recent years. In face of the financial crisis, innovation is becoming one of the most important factors along with the development of service innovation. It is important to fully consider characteristics both from theoretical and empirical perspective when identifying service innovation. This article conducts a systematic review of literature on research process of service innovation. In this paper, the research status on concept and typology of service innovation are demonstrated and classified in the second and third section, and three stages are discussed in the following, In addition, the development process is highlighted from four aspects: The customer, new service development and new product development, theoretical and empirical. At last, a recommended list of measures is provided for future theoretical study and empirical research. </p>

Service Innovation Management

2009 ◽  
pp. 445-459
Author(s):  
Fotis C. Kitsios
Keyword(s):  
New Product Development ◽  
Exploratory Study ◽  
Innovation Management ◽  
Service Innovation ◽  
Service Organizations ◽  
Service Process ◽  
Service Development ◽  
Market Place ◽  
New Service Development ◽  
The World

Nowadays that the world depends more and more in services, there is no issue more fundamental for service organizations than understanding the factors that separate success from failure in new service development. The new service process is not so well studied and researched as new product development, and as a result the failure rate is high. However in order to survive in the market place, service organisations need to make the most of all of their resources in order to introduce new services to market ahead of the competition. The purpose of this exploratory study is to investigate the factors that have impact on success and failure in new service development (NSD) in the telecommunication (TLC) sector. The results of the exploratory study are summarized in a conceptual model for further research.

Two-step model for performance evaluation and improvement of New Service Development process based on fuzzy logics and genetic algorithm

2017 ◽  
Vol 33 (6) ◽  
pp. 3959-3970 ◽  
Author(s):  
Danijela Tadić ◽  
Aleksandar Đorđević ◽  
Milan Erić ◽  
Miladin Stefanović ◽  
Snežana Nestić
Keyword(s):  
Genetic Algorithm ◽  
Performance Evaluation ◽  
Development Process ◽  
Service Development ◽  
Fuzzy Logics ◽  
New Service Development ◽  
Step Model

A visual interactive method for service prototyping

2014 ◽  
Vol 24 (4) ◽  
pp. 339-362 ◽  
Author(s):  
Dae Jung Bae ◽  
Choon Seong Leem
Keyword(s):  
Design Research ◽  
Service Design ◽  
Service Development ◽  
Test Bed ◽  
New Service Development ◽  
Content Type ◽  
Standard Management ◽  
Management Procedures ◽  
Practical Implications

Purpose – Despite the importance of the service design process, existing prototyping methods still have technical limitations, thus hampering the development of realistic service-experience simulations that can effectively reproduce service delivery situations and environments. In this study, a service-prototyping method based on 3D virtual reality (VR) technologies, the physical environment of a test bed, and related standard management procedures are described. In addition, a service-prototyping process for a servicescape is proposed based on a case study of an actual duty-free shop. The paper aims to discuss these issues. Design/methodology/approach – The study adopts a qualitative approach, using case studies to undertake a design and improvement plans for brand guidance structures for the brand observation convenience of customers in a duty-free shop. Findings – The findings of the study suggested environmental components and concept of 3D VR based test bed as an effective tool at the stage of service prototyping the core of new service development (NSD), and introduced practical methods for service prototyping in actual duty-free shop. The case study is significant due to the fact that it proved validity and practicality of the methods applied to service prototyping topic derivation and test process through target service analysis rather than optimal alternative selection. Practical implications – This study emphasizes the importance of prototyping during NSD and the value of the service prototyping test bed for practical use. It also proposes guidelines for the establishment and management of the test bed. Originality/value – In terms of service design research, this study also presented detailed operating procedures and methods through the new concept and in-depth case study of service prototyping using 3D VR technology.

scholarly journals CONCEPTUAL NEW SERVICE DEVELOPMENT MODEL

2018 ◽  
Author(s):  
Ilona Skačkauskienė ◽  
Asta Radzevičienė ◽  
Povilas Švogžlys
Keyword(s):  
Critical Evaluation ◽  
Development Model ◽  
Competitive Environment ◽  
Service Development ◽  
Technological Innovations ◽  
New Service Development ◽  
Or Management ◽  
Development Models ◽  
Favourable Environment

In order to stand out in a competitive environment, companies are forced to consider the develop-ment of new services. In the context of globalization changes, the development of new services is be-coming an effective tool for adapting to the changing needs of consumers through the introduction of technological innovations or management solutions. By using service development models, compa-nies create favourable environment for generating and selecting ideas, and can prepare more effec-tively for the deployment of a new service. After the critical evaluation of the new service develop-ment models, conceptual new service development model was formulated. The indicators of concep-tual new service development model were presented, also the unique features were highlighted. The results of this research revealed that new service development models are perceived as an unbroken cycle, that includes additional tasks for business subjects, consumers and company employees.

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