New service development: initiation strategies

Kelly, David and Storey, Chris (2000) New service development: initiation strategies. Library Consortium Management, 2 (5/6). pp. 104-122. ISSN 1466-2760

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This paper addresses the issue of initiating new service development (NSD) projects. The aim of the article is to investigate whether firms use systematic procedures to generate and screen ideas for new services. Utilising a survey of marketing managers in UK service companies, data were collected in the areas of NSD strategy, idea generation and screening. It was found that only half the sample have a formal NSD strategy, idea generation is undertaken on an ad hoc basis and idea screening, although more prevalent, is failing to support the NSD strategy. Management implications and areas for further research are discussed.

Item Type: Article
Schools and Departments: School of Business, Management and Economics > Business and Management
Subjects: H Social Sciences
Depositing User: Joy Blake
Date Deposited: 20 Aug 2015 13:06
Last Modified: 20 Aug 2015 13:06
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