Service Innovation Management: New Service Development in the Telecommunication Industry

摘要

Nowadays that the world depends more and more in services, there is no issue more fundamental for service organizations than understanding the factors that separate success from failure in new service development. The new service process is not so well studied and researched as new product development, and as a result the failure rate is high. However in order to survive in the market place, service organizations need to make the most of all of their resources in order to introduce new services to market ahead of the competition. The purpose of this exploratory study is to investigate the factors that have impact on success and failure in new service development (NSD) in the telecommunication (TLC) sector. The results of the exploratory study are summarized in a conceptual model for further research.