Service Innovation Methodologies II : How can new product development methodologies be applied to service innovation and new service development? : Report no 2 from the TIPVIS-project
This report presents various methodologies used in new product development and
product innovation and discusses the relevance of these methodologies for service
development and service innovation. The service innovation relevance for all of the
methodologies presented is evaluated along several service specific dimensions, like
intangibility, inseparability, heterogeneity, perishability, information intensity, and
co-creation. The methodologies discussed are mainly collected from the Product
Development and Management Association (PDMA) glossary. The main conclusions
of the report are that several methodologies have been identified that may be applied
to service innovation with no or minor adjustments. However, it seems that most of
the relevant methodologies are process oriented methodologies focusing the open
front end of the innovation process. Fewer methodologies are found for the
stimulation of innovation conditions for service innovation, for service innovation
value assessment or outcome evaluation and for specific types of service innovations.
This implies that service innovation methodologies must be developed and validated
for the elements of service innovation not currently well supported by appropriate
methodologies
