Chapter 1: A Critical Evaluation of the New Service Development Process: Integrating Service Innovation and Service Design Next Chapter

Susan Paul Johnson, Larry J. Menor, Aleda V. Roth & Richard B. Chase

In: New Service Development: Creating Memorable Experiences

Chapter 1: A Critical Evaluation of the New Service Development Process: Integrating Service Innovation and Service Design

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A Critical Evaluation of the New Service Development Process: Integrating Service Innovation and Service Design
A critical evaluation of the new service development process: Integrating service innovation and service design
Susan PaulJohnson, Larry J.Menor, Aleda V.Roth, Richard B.Chase

Two dramatic developments in the business environment have changed the competitive landscape for most businesses during the past several decades. First, the service sector has emerged as modern Western economies have shifted from product-driven markets to information-based, service-driven markets. This emergence is further illustrated through the entry of manufacturing organizations such as IBM, General Electric, and General Motors into business and financing services. Second, we recognize that the ongoing development of new products and services is critical for competitive survival. These developments, in particular, are now prompting research on ...

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