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Patterns of new service development processes in banking

Andrey Martovoy (IT for Innovative Services, Luxembourg Institute of Science and Technology (LIST), Luxembourg, The Grand Duchy of Luxembourg)
Anne-Laure Mention (IT for Innovative Services, Luxembourg Institute of Science and Technology (LIST), Luxembourg, The Grand Duchy of Luxembourg)

International Journal of Bank Marketing

ISSN: 0265-2323

Article publication date: 1 February 2016

1965

Abstract

Purpose

The purpose of this paper is to map the existing patterns in the development of services innovations in financial institutions.

Design/methodology/approach

The data come from a dedicated survey of banks located in Luxembourg. Executives and innovation managers reported on banks’ innovation processes for the period of 2010-2012.

Findings

The study unveils four patterns of new service development (NSD) processes. The problem-driven pattern starts with problem definition and represents a bank’s response to an issue. The proactivity-driven pattern commences with idea generation to explore a variety of alternatives. The market-driven pattern emphasises a profit rationale and starts with a business analysis. The strategy-driven pattern frames idea generation within the scope of business goals and starts with the development of a service concept. Most banks keep a balance between being open and closed to cooperation with external partners in the innovation process. Service concept development is the stage most open to the cooperation for innovation, while introduction to a market is the opposite.

Research limitations/implications

The national context and small sample size are the limitations of this study. Promising research avenues include the extension of findings to other settings and understanding of the effects of NSD patterns.

Practical implications

Banks adopt different approaches to the innovation process in order to pursue their innovation goals. Practitioners may use this knowledge in order to re-think the way they innovate.

Originality/value

The unveiled mapping of NSD processes contributes to the understanding of the innovation in financial services. The findings will be valuable for innovation managers, scholars, and students.

Keywords

Acknowledgements

The authors are sincerely thankful to two anonymous reviewers for their constructive comments and suggestions that helped to improve the paper.

Citation

Martovoy, A. and Mention, A.-L. (2016), "Patterns of new service development processes in banking", International Journal of Bank Marketing, Vol. 34 No. 1, pp. 62-77. https://doi.org/10.1108/IJBM-11-2014-0159

Publisher

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Emerald Group Publishing Limited

Copyright © 2016, Emerald Group Publishing Limited

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