New Service Development Initiation Strategies新业务发展战略.pptVIP

New Service Development: Initiation Strategies David Kelly and Chris Storey City University Business School, London,UK Jacqueline Owen Objective This study was done using a survey of marketing managers in UK service companies “to investigate how and to what extent service firms plan their search for new services.” What’s the general approach towards New Service Development (NSD)? What strategies are used in choosing new service projects? Data were collected in the area of NSD strategy, idea generation, and screening Initiation Strategies “These are methods and approaches service firms adopt in generating and screening ideas for new services” Firms must be innovative because of the competition; but can’t do a “quick fix” Proper order: strategy, idea generation, screening Idea Generation Ideas for new service products Where the development process starts Internal or external (employees, customers, competitors) Formal or informal, etc. Requires close management attention Continuous Embraces the whole firm (Vandermerwe, 1987) Previous Research “Successful firms establish systems and procedures for stimulating idea generation on a long-term basis” (Robinson and Stern, 1997) Firms tend not to engage in formal idea generation (Easingwood, 1986) Idea generation must be continuous in the development process, with close management attention (Moore, 1987) Must be ongoing (Crawford, 1994) Previous Research Employees are important in winning new product ideas (McGuire, 1973) New service ideas from employees should be rewarded (Bowers, 1989) However, lack of formal NSD processes could be why operations personnel don’t contribute ideas (Easingwood, 1986) Competitors – more important source of ideas than customers (Easingwood, 1986) Screening “To allocate resources between those projects which have the most likelihood of helping the firm meet its objectives” Single or multi-stage procedure Uses quantitative or qualitative criteria Involves a high degree of uncertainty and subj