The Traits of Successful New Service Development
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.
Keywords
Citation
Edgett, S. (1994), "The Traits of Successful New Service Development", Journal of Services Marketing, Vol. 8 No. 3, pp. 40-49. https://doi.org/10.1108/08876049410065606
Publisher
:MCB UP Ltd
Copyright © 1994, MCB UP Limited