TY  - JOUR
AB  - What factors lead to success in the development of new businesses
services? By synthesising the literature on new goods development and
services marketing, the results of a major empirical investigation of
new service development in the business‐to‐business services sector are
reported. A set of factors that describe new service projects is
identified and which factors are responsible for accomplishing different
forms of success are shown. Further, the findings speak to managers
about how the features that distinguish services from physical goods
impact on the successful development of new services. Developing new
services that provide clients improved functional and experiential
quality, that are innovative and truly superior to competitive
offerings, and that benefit from a proficient new service development
process, as well as from the unique strengths of the firm are key
requirements for creating and marketing winning new services.
VL  - 25
IS  - 2
SN  - 0309-0566
DO  - 10.1108/03090569110138202
UR  - https://doi.org/10.1108/03090569110138202
AU  - de Brentani Ulrike
PY  - 1991
Y1  - 1991/01/01
TI  - Success Factors in Developing New Business Services
T2  - European Journal of Marketing
PB  - MCB UP Ltd
SP  - 33
EP  - 59
Y2  - 2024/04/25
ER  -