The Effectiveness, Adoption and Application of New Service Development (NSD) Tools and Techniques
JIN DAYU
JIN DAYU
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Abstract
This thesis focuses on new service development (NSD) tools and techniques. It has three objectives. The first objective is to investigate the usage pattern and effectiveness of NSD tools based on an integrative marketing and operations perspective. The findings suggest that NSD tools are still underutilized. The use of market tools improves operational performance. The second objective is to study the antecedents of the adoption of NSD tools by integrating the Theory of Planned Behavior and literature on organizational adoption of innovation. The identified factors include perceived usefulness, perceived ease of use, competitive pressure, compatibility, and resource commitment. The third objective is to design a maturity model for NSD. Service firms can use the proposed model as a diagnostic tool to assess current status of development capabilities, and they can also apply it as a guideline for continuous process improvement.
Keywords
new service development,tools and techniques,service innovation,success factor,innovation adoption
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Date
2012-08-16
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Thesis