Summary: Organizing Successful New Service Development: A Literature Review

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• 2 Introduction

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• How do service entrepreneurs see the developing process.

  As an ad hoc process rather than developing more formal structures to elicit ideas for new services, develop and select among them concurrently.

• What is the main goal of this paper?

  To provide an overview of the current literature on organizing NSD.

• Where does the current body of literature focus on?

  On some particular sectors, such as financial services, transport, telecommunication and wholesale.

• 3 What is innovation in services?

• 3.1 Nature of services

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• Why do innovation in services mostly involve small and incremental changes in processes and procedures, and why are innovations in services easier to imitate?

  Because generally speaking, services tend to be intangible, heterogeneous, simultaneously produced and consumed, and perishable.

• 3.2 Dimensions of innovation in services

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• Where is innovation aimed at?

  Producing some kind of benefit

  • Derive benefits from change
    
  • Idea creating and application 
    

• Why can innovation in services be related to a new client interface as well?

  Service offerings are increasingly marketed and produced in a client-specific way even with client-specific pricing. Often, the characteristics and desires of existing and potential clients tempt a service firm to make adjustments in the client interface.

• What can make a necessary adjustment in the service delivery?

  The capabilities, skills and attitudes of existing co-workers.

• Can service innovation be possible without technological innovation?

  Yes, but in practice, there is a wide range of relationships between technology and innovation in services. Most new services will involve a combination of changes in various dimensions at once.

• 3.3 Results of innovation in services

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• Why does the current research usually focus on manufacturing?

  Due to:
  

  • The fact that services are poorly covered by innovation statistics. 
  • The intangible and simultaneous nature makes the impact of service innovations harder to trace than in manufacturing. Service innovations typically transform the state of customers.

• Where does innovation in service industries leads to?

  • Better company performance in terms of revenue and growth
    
  • Sale growth from non-price factors, such as design and quality.
    
  • The creation of customer value.
    
  • An increase in strategic success.