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New Service Development: From Panoramas to Precision


  • Smith, Anne M.
  • Fischbacher, Moira
  • Wilson, Francis A.


New service development (NSD) is essential if organisations are to survive and grow. Yet the process can be complex, time consuming, costly and often unsuccessful. Services involve customers as co-producers i.e. they are present in the service system/production process. Consequently effective NSD focuses on designing service prerequisites that meet consumer needs and requirements. Additionally, other stakeholder groups may have their own expectations of the service. A number of models/approaches have been developed, however, which can assist managers and others in developing new and improved services. This paper argues that a panoramic, or holistic, approach to NSD and a high level of precision at the micro level, will combine to provide a more successful service design and NSD process. Five models from the new product/service development literature are used to illustrate how the approach can be applied to a complex multi-faceted service such as a hospital.

Suggested Citation

  • Smith, Anne M. & Fischbacher, Moira & Wilson, Francis A., 2007. "New Service Development: From Panoramas to Precision," European Management Journal, Elsevier, vol. 25(5), pages 370-383, October.
  • Handle: RePEc:eee:eurman:v:25:y:2007:i:5:p:370-383

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    Cited by:

    1. Stavros Sindakis, 2015. "Corporate Venturing and Customer-Driven Innovation in the Mental Health-Care Market: a Review of the Literature and Development of a Conceptual Framework," Journal of the Knowledge Economy, Springer;Portland International Center for Management of Engineering and Technology (PICMET), vol. 6(4), pages 1013-1033, December.
    2. Giacomo DI FOGGIA & Valentina LAZZAROTTI, 2013. "Business Implications Of Local Development Policies: The Case Of Dubai And The Travel Industry," Theoretical and Empirical Researches in Urban Management, Research Centre in Public Administration and Public Services, Bucharest, Romania, vol. 8(1), pages 78-91, February.
    3. Lettieri, Emanuele & Bartoli, Laura & Masella, Cristina, 2013. "Coordinating intra-sector services in healthcare: Requirements and elements that managers should take into account," European Management Journal, Elsevier, vol. 31(6), pages 591-601.
    4. repec:spt:admaec:v:7:y:2017:i:4:f:7_4_1 is not listed on IDEAS
    5. repec:exl:25engi:v:28:y:2017:i:3:p:323-333 is not listed on IDEAS
    6. Jeremy Howells, 2010. "Services and Innovation and Service Innovation: New Theoretical Directions," Chapters,in: The Handbook of Innovation and Services, chapter 3 Edward Elgar Publishing.
    7. Matthijs Janssen & Carolina Castaldi & Alexander Alexiev, 2014. "Dynamic capabilities for service innovation: conceptualization and measurement," Working Papers 14-07, Eindhoven Center for Innovation Studies, revised Mar 2014.


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