Summary: Sectoral Heterogeneity In New Service Development: ...

Read the summary and the most important questions on Sectoral Heterogeneity in New Service Development: An Exploratory Study of Service Types and Success Factors

• 1 Introduction

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• What is the aim of this exploratory study?

  Establish a more balanced picture of the nature of innovation activities in terms of NSD characteristics and success factors in the heterogeneous service industry.

• Why are several risks associated with the development of new services?

  1. Because it is difficult for companies to fully gauge customer reactions prior to the introduction of a new service. 
     
  2. It may not be easy to withdraw a new service once it is launched, and the company has allocated resources to maintain and support it for existing users.

• 2 Clustering of Service Industries

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• Which 4 clusters are identified?

  1. Efficient Developer
  2. Innovative Developer
  3. Interactive Adopter
  4. Standardized Adopter 

• Where do firms located in cluster 1: Efficient Developer focus on?

  Their own development of service innovations and on their internal processes, meaning that customers and other external sources are not primary innovation sources.

• Where does the efficient developer cluster strive for?

  Cost leadership through innovations and firms base their innovation activities on the pursuit of efficiency.

• What do firms located in cluster 2: Innovative Developer show?

  A low degree of adoption of externally developed innovations.

• Whereby is cluster 3, interactive adopter, characterized?

  By a high degree of individualization and integration of external innovation sources. 

• Where is cluster 4, standardized adopter, adopts innovations?

  Externally developed innovations. This kind of adopter offers relatively standardized innovations following a cost leadership strategy and does so without integrating external innovation sources.

• 3 Discussion

• 3.1 Managerial Implications and Propositional Inventory

• What did this exploratory study aim to provide?

  A more thorough understanding of the innovation activities in the different sectors of the service industry and to pinpoint factors contributing to successful NSD for different service innovation types.

• 3.2 Efficient Developers

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• Where must an efficient developer focus on to be successful?

  1. On the quality of the service experience
     
  2. The superiority of the service
     
  3. Customer orientation
     
  4. Internal cooperation