Organizing Successful New Service Development. A literature review

Abstract

Organizing new service development is an important topic for decision-makers in service\nfirms, since continuous innovation is expected to pay off. Although the literature on organizing\nnew service development has grown rapidly over the last decade, the numerous publications\nare highly fragmented, each concentrating on a small piece of the complex innovation\npuzzle. This paper classifies current literature on organizing new service development\n(NSD) into two evolutionary stages: managing key activities in the NSD process, and\ncreating a climate for continuous innovation. For both stages its consequences for the initiation\nand implementation of new services are discussed. The paper ends with limitations\nand suggestions for future research.