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New service development: initiation strategies
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.
History
Publication status
- Published
Journal
Library Consortium ManagementISSN
1466-2760Publisher
Emerald InsightExternal DOI
Issue
5/6Volume
2Page range
104-122Department affiliated with
- Business and Management Publications
Full text available
- No
Peer reviewed?
- Yes
Legacy Posted Date
2015-08-20Usage metrics
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