Does one size fit all? New service development across different types of services

Abstract

Purpose-The extant new service development (NSD) literature tends to assume that the key practices for NSD identified in one context apply for all services, and has failed to sufficiently consider differences in NSD between service types. This study explores the nature of NSD across different service types. Design/methodology/approach-An extensive, cross-sectoral survey was conducted in seven countries. Data from 1333 NSD projects was analyzed to empirically derive a service typology and examine if and how different types of services vary in terms of NSD resources, practices, methods, and results. Findings-Based on six service characteristics, the study identifies four service types: routineintensive, technology-intensive, contact-intensive, and knowledge-intensive services. The study also identifies specific NSD resources, practices, methods, and results that are prevalent across the service typology. The evidence indicates that the use of advanced practices and methods differs dramatically between service types. Practical implications-The article enables practitioners to expand their current understanding on NSD by providing insights into the variability of NSD across service types. The results suggest that either service-type-specific models or a configurable model for NSD should be developed. Originality/value-This study provides one of the first empirically derived service typologies for NSD. The study demonstrates that NSD resources, practices, methods, and results differ across service types, thereby challenging the "one size fits all" assumption evident in current NSD research.

Use and Efficacy of Information Technology in Innovation Processes: The Specific Role of Servitization

“…This paper also shows that the use of IT tools becomes more difficult when the degree of the firm's servitization increases. This finding is in line with previous lines of argument in the service innovation context, namely that firms that apply IT tools face more difficulties, predominantly because the tasks are less structured and involve more stakeholders (e.g., Jaakkola et al, ; Johne and Storey, ). The data show that the likelihood of IT tools being applied—for both internal and external information flows—decreases when the service focus of the firm increases.…”

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Mindful new service conception in not-for-profit organisations: a study of sustainable innovation with scarce resources

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Desenvolvimento de novos serviços, orientação para o cliente, competências profissionais e retenção de clientes em serviços de saúde

“…Levando isso em consideração, testou-se as relações entre os construtos, orientação para o cliente, competências profissionais e retenção de clientes, com a intenção de definir com maior precisão os consequentes que impactam no DNS. Neste horizonte, a literatura aponta que o aumento da orientação para o mercado, leva ao aprimoramento das capacidades de conexão com os clientes, fortalecendo os relacionamentos de longo prazo, enfatizando o aumento das habilidades dos profissionais no desenvolvimento e lançamento de novos produtos e/ou serviços, reforçando a capacidade da continuidade dos relacionamentos com os clientes (Sampaio, Perin& Ferreira, 2008 2 Modelo teórico e hipóteses de pesquisa É importante salientar que as práticas do DNS capturam como as empresas gerenciam o processo de desenvolvimento de novos serviços (Biemens et al, 2016;Jaakkola et al, 2017), destacando os processos mais formalizados como um fator de sucesso (Kuester et al, 2013). Outra função importante, diz respeito à forma como os dadod ou as informações dos clientes são coletadas, destacando o envolvimento do cliente no processo de criação de novos serviços (Edvardsson et al, 2012;Papastathopoulou & Hultink, 2012).…”