Given the increasing importance of the service sector in western economies, not enough research has been carried out in the field of new service development. Reports studies which explore the process of developing new services. Nine different new services launched in the Swedish market were studied in detail. Based on these studies, draws conclusions on the process.
Edvardsson, B., Haglund, L. and Mattsson, J. (1995), "Analysis, planning, improvisation and control in the development of new services", International Journal of Service Industry Management, Vol. 6 No. 2, pp. 24-35. https://doi.org/10.1108/09564239510084923
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