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New Service Development: From Panoramas to Precision

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

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    Article provided by Elsevier in its journal European Management Journal.

    Volume (Year): 25 (2007)
    Issue (Month): 5 (October)
    Pages: 370-383

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    Handle: RePEc:eee:eurman:v:25:y:2007:i:5:p:370-383
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