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Article
Publication date: 1 September 1994

Scott Edgett

Recent changes in the financial services industry have placedunprecedented pressure on senior managers to develop and launch newservices. Presents the results of a study…

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3567

Abstract

Recent changes in the financial services industry have placed unprecedented pressure on senior managers to develop and launch new services. Presents the results of a study into the development activities of new financial services through a comparison of successful and unsuccessful new services. It was discovered that the development activities are more rigorous and comprehensive for successful new services than for failures. Institutions which used a systematic process of well‐defined development stages tended to have higher chances of successful outcomes.

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Journal of Services Marketing, vol. 8 no. 3
Type: Research Article
ISSN: 0887-6045

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Article
Publication date: 1 February 1989

Eberhard E. Scheuing and Eugene M. Johnson

Comments that few service firms are sufficiently prepared to meetthe challenge of service innovation. Reviews existing models of newservice development. Proposes a…

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4825

Abstract

Comments that few service firms are sufficiently prepared to meet the challenge of service innovation. Reviews existing models of new service development. Proposes a systematic model based not on the small amount of new service development literature but on theories of new product management, which reflects the conditions unique to service industries. Concludes with ten propositions for service management.

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Journal of Services Marketing, vol. 3 no. 2
Type: Research Article
ISSN: 0887-6045

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Article
Publication date: 1 April 1995

Peter Jones

Reviews alternative approaches to new product development and newservice development. Compares them in the context of the flight‐cateringsector which is particularly…

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5334

Abstract

Reviews alternative approaches to new product development and new service development. Compares them in the context of the flight‐catering sector which is particularly suitable for such comparison as it is made‐up of a supply chain involving three distinctive stakeholders food manufacturers, flight caterers and airlines. Argues that airlines adopt a process for development based largely on new service development, whereas caterers and suppliers tend to adopt a new product development approach. Confirms previous studies of innovation in service operations, that most innovations are modifications to existing products or services as opposed to completely new, “original” innovations. Concludes that in other industries, the level of innovation is greater in larger companies and limited for smaller companies.

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International Journal of Contemporary Hospitality Management, vol. 7 no. 2/3
Type: Research Article
ISSN: 0959-6119

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Article
Publication date: 1 January 1989

Michael R. Bowers

Examines the development of new services in service organizations,which has often been incomplete and has resulted in the needs of themarketplace remaining unsatisfied…

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1263

Abstract

Examines the development of new services in service organizations, which has often been incomplete and has resulted in the needs of the marketplace remaining unsatisfied. Considers the findings of a study comparing the process of new service development in different service industries. Reports on how development may be improved and offers a model allowing greater input from the service recipients.

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Journal of Services Marketing, vol. 3 no. 1
Type: Research Article
ISSN: 0887-6045

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Article
Publication date: 1 June 2015

Pinelopi Athanasopoulou and Elena Sarli

The purpose of this paper is to analyse the process followed by sponsors and sport properties in developing their sponsorship deals as seen from a new service development

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1403

Abstract

Purpose

The purpose of this paper is to analyse the process followed by sponsors and sport properties in developing their sponsorship deals as seen from a new service development (NSD) perspective. Sponsorships are expensive and can be a source of sustainable competitive advantage if managed appropriately. Therefore, the authors need to approach sponsorship strategically and formalise sponsorship decision-making. Sponsorships are considered to be complex, relationship-based, business-to-business services, and the development of such services has been analysed in the NSD literature. As past research on the development process of sponsorship deals is limited, the use of an NSD perspective can help in formalising sponsorship decision-making.

Design/methodology/approach

Four case studies were conducted involving two professional, premier league football clubs and two sponsoring organisations, one major sponsor for each club. One of the dyads involved a brand new sponsorship deal and the other a renewal.

Findings

Results showed that in both dyads, the development process of the new service follows the NSD process of other complex, relationship-based, business-to-business services and involves three main phases, namely, information collection, proposal preparation and presentation or receipt and analysis, and negotiations and contract sign. All four firms use a semi-formal and flexible process, whereas the actors in each stage vary. Also, the new deal requires a more lengthy process than the renewal, following the example of really new and me-too services. Multi-functional teams are not present, and top management involvement is important only in the last stage of the process.

Research limitations/implications

This paper helps in analysing the development process of new sponsorship deals, as new business-to-business services. However, it involves only four cases and has limited generalisability. Future research should substantiate results with more cases or quantitative research.

Practical implications

Results can help sponsors and sponsees to structure their processes for successful development of new sponsorship deals. Also, as new sponsorship deals seem to be developed the same way with other business-to-business, complex services, potential sponsors that are big service providers can probably enjoy synergies from using the same or a slightly different process than the one they use for developing their main services. Finally, the use of a semi-formal and flexible process in sponsorship development can be helpful in dealing with customised services and rapid NSD that is critical for new service success.

Originality/value

It is the first time that the development process of sponsorship deals is approached from an NSD perspective and analysed as a new business-to-business service.

Details

Journal of Business & Industrial Marketing, vol. 30 no. 5
Type: Research Article
ISSN: 0885-8624

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Article
Publication date: 1 September 2000

Nicola Oldenboom and Russell Abratt

While there have been many studies on new product development issues, there have been relatively few that deal with new service development. This study investigates the…

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3792

Abstract

While there have been many studies on new product development issues, there have been relatively few that deal with new service development. This study investigates the banking and insurance sectors in South Africa. A comprehensive literature review was undertaken and propositions formulated. A study of new service managers was undertaken to establish success and failure factors in developing new banking and insurance services. The results are reported from both sectors and the differences between them are discussed. The implications for the financial services sector are dealt with in detail.

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International Journal of Bank Marketing, vol. 18 no. 5
Type: Research Article
ISSN: 0265-2323

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Article
Publication date: 1 May 1995

Martin Fojt

This special “Anbar Abstracts” issue of the Journal of Product & Brand Management is split into six sections covering abstracts under the following headings: Marketing…

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1172

Abstract

This special “Anbar Abstracts” issue of the Journal of Product & Brand Management is split into six sections covering abstracts under the following headings: Marketing strategy; Customer service; Pricing; Promotion; Marketing research, customer behavior; Product management.

Details

Journal of Product & Brand Management, vol. 4 no. 2
Type: Research Article
ISSN: 1061-0421

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Article
Publication date: 1 April 1998

Axel Johne and Chris Storey

Provides a review and ready reference to recent writings on new service development (NSD), especially for the financial services sector. Discusses the types of new service

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15135

Abstract

Provides a review and ready reference to recent writings on new service development (NSD), especially for the financial services sector. Discusses the types of new service development, the purposes served by them and the processes. Refers to the key activities of NSD and measures its success. An annotated bibliography supplies a very useful guide to the new service development literature.

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European Journal of Marketing, vol. 32 no. 3/4
Type: Research Article
ISSN: 0309-0566

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Article
Publication date: 1 January 2006

Paulina G. Papastathopoulou, Spiros P. Gounaris and George J. Avlonitis

The purpose of this paper is to explore the role of marketing, sales, EDP/systems and operations in the ultimate success of new‐to‐the‐market vs “me‐too” retail financial services.

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2740

Abstract

Purpose

The purpose of this paper is to explore the role of marketing, sales, EDP/systems and operations in the ultimate success of new‐to‐the‐market vs “me‐too” retail financial services.

Design/methodology/approach

To collect the data, the “dropping off” method was followed using a self‐administered questionnaire. Respondents were new service development project leaders. The unit of analysis was the service innovation project. After two follow‐up contacts, 114 usable questionnaires were returned from 64 companies, yielding a company response rate of 76 per cent and a project response rate of 68 per cent.

Findings

There are significant differences in the involvement of marketing in the stages of business analysis and marketing strategy, technical development, testing and launching, and the involvement of EDP/systems during technical development between “me‐too” and new‐to‐the‐market retail financial services. Further, in the case of new‐to‐the‐market projects, the involvement of marketing and sales positively influences performance. By contrast, the performance of “me‐too” retail financial services is positively affected by the involvement of the technical‐related functions, namely EDP/systems and operations.

Research limitations/implications

The study offers only indirect evidence of a strong link between market orientation adoption and performance of innovative retail financial services. Future research attempts should incorporate a measurement of market orientation and examine directly its relation with the performance of major innovations. Also, the development process is only one of the many factors, which may explain variations in the performance of different new services. Future research is again needed in order incorporate in the analysis measures of such factors and refine the links that this study has revealed.

Originality/value

On the basis of the study's findings, middle and top management may reconsider their new service development process and possibly reassess their practices regarding the different roles that various functions hold during the development process.

Details

International Journal of Bank Marketing, vol. 24 no. 1
Type: Research Article
ISSN: 0265-2323

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Article
Publication date: 16 November 2015

Kostis Indounas and Aggeliki Arvaniti

The purpose of this study is to provide insights into the success factors of new-to-the-firm health services.

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1031

Abstract

Purpose

The purpose of this study is to provide insights into the success factors of new-to-the-firm health services.

Design/methodology/approach

The study was based on the case study methodology with three leading health organizations.

Findings

The study’s findings indicate that the success factors of new health services are largely in line with the literature on new service development. Our study also revealed the significance of two factors that have not been identified by previous studies, namely, branding and doctors’ participation in the new service development process.

Research limitations/implications

Introducing a successful new health service into the market seems to require an emphasis on a variety of factors related to the company’s internal and external environment, while two important characteristics are the role of branding and doctors. Despite its acceptance as a scientific method, the case study approach that was selected limits the ability to generalize the results to the broader health industry.

Originality/value

The current study represents one of the first attempts to examine the above topic in a health-related service context.

Details

Journal of Product & Brand Management, vol. 24 no. 7
Type: Research Article
ISSN: 1061-0421

Keywords

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