New service development: from panoramas to precision

Smith, A.M., Fischbacher, M. and Wilson, F. (2007) New service development: from panoramas to precision. European Management Journal, 25(5), pp. 370-383. (doi: 10.1016/j.emj.2007.06.007)

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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.

Item Type:Articles
Glasgow Author(s) Enlighten ID:Fischbacher-Smith, Professor Moira
Authors: Smith, A.M., Fischbacher, M., and Wilson, F.
Subjects:H Social Sciences > HB Economic Theory
College/School:College of Social Sciences > Adam Smith Business School > Management
Journal Name:European Management Journal
ISSN (Online):1873-5681
Published Online:29 August 2007

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