Service innovationconsiderations about the new service development process

considerations about the new service development process

Abstract

Introduction: Service innovation and New Service Development (NSD) has become increasingly complex, involving a network of partners that work together along the process. Several factors contribute to NSD success, but the role these factors play and their evolution along the different stages of the NSD process are not well understood. 
Objective: This study analyzes which are the main NSD stages and activities as well as the main factors that influence the NSD process success. 
Methodology: This study was based on an exploratory and a qualitative study of four shopping mall projects in different stages of the NSD process. 
Results: The study results indicate that the NSD have five main stages from idea generation to Service operation. Across these stages some factors becomes crucial to NSD success such as: information and communication management. 
Conclusions: The NSD process is cyclic, this way becomes essential to establish collaborative networks between partner companies. The management of the all process is crucial, however the networks management also is fundamental due to strong relationships that are to created across NSD process stages. This study concludes that the partner companies should to created some strategies that can potentiate the relationships between all partners, as well as, the success of communication among all members involved in the collaborative networks.