期刊名称：International Journal of Economic Practices and Theories
印刷版ISSN：2247-7225
出版年度：2014
卷号：4
期号：5
页码：637-646
语种：English
出版社：International Journal of Economic Practices and Theories
摘要：Extant research has studied the key issue of service innovation process and stages also known as New Service Development (NSD) models extensively, yet most of the studies were carried out almost a decade ago and that too in a single country or region. Thus, a key question emerges: how far these new service models and techniques are applicable in the present day turbulent and dynamic market place. Against this background the purpose of this research is to rekindle the debate on how the service innovation takes place and propose a new set of guidelines for developing new services. We answer the above research questions by conducting a multi-country study of the process of NSD. For this research, we investigate 158 new service projects in 79 financial service firms located in two developed nations, USA and Australia and one emerging economic power, India. The findings suggest that the existing NSD models and the innovation process reported in the extant literature are deficient in meeting the needs of the service firms located both in the developed and emerging markets of the world. Instead of the stage gate and linear process model, we suggest an overlapping, phase wise, informal and shorter NSD process model.
关键词：Marketing;Emerging Market, Longitudinal Study, New Service Development, Service Innovation;M31
