New Service Development: From Panoramas to Precision

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

European Management Journal, 2007, vol. 25, issue 5, 370-383

Abstract: 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.

Keywords: New; service; development; Stakeholders; Blueprinting; Quality; function; deployment; Stage-gate; Prerequisites (search for similar items in EconPapers)
Date: 2007
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Citations: View citations in EconPapers (10)

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