Organizing Successful New Service Development: A Literature Review

Abstract

How should one organize new service development? This is an important topic for decision-makers in service firms. The numerous publications on this subject are highly fragmented. This paper classifies current literature on organizing new service development (NSD) into two evolutionary stages: managing key activities in the NSD process, and creating a climate for continuous innovation. For both stages, its consequences for the initiation and implementation of new services are discussed.